As Black Friday and the holiday season approaches, many customer service teams are ramping up their agents to handle the impending rush of customer inquiries.
I’ve worked with a number of eCommerce companies as an ACX Consultant here at Ada, and learned that one of the best-kept secrets during the holiday season is to leverage your CX chatbot to manage the rush. You can train your chatbot to act like a sales agent and provide revenue-generation opportunities in every holiday interaction!
Here are the four steps to take to make sure your chatbot has the most impact on your bottom-line this Black Friday:
Visualize the customer journey
The key to generating revenue with a CX chatbot is encouraging customers to talk to the bot at critical points in their buying journey. The more insight you have into your customer’s buying patterns, the more knowledge you can give your bot to support them!
Pay attention to customers’ activity, engagement, and intent. I’ll show you what I mean:
Imagine a customer is looking to buy a winter hat for their spouse. Browsing a ‘Top Gifts for Winter’ page is a great indication that they are looking for ideas, whereas spending time on a specific product page indicates that they are ready to buy. Your chatbot should treat these two situations differently. A customer in the former scenario may appreciate the bot helping them narrow down what product would be best. A customer in the latter scenario would likely find it helpful for the bot to offer a discount, or suggest a matching pair of mittens!
Both of these examples are great sales opportunities! The only way to uncover these revenue-generating moments is to understand the customer journey and serve customers relevant, personalized messages at just the right time.
Proactively reach out to customers
Once you have an understanding of your customer’s journey, it’s time to encourage your customers to talk to the bot!
The best way to show customers how a bot can help is to proactively reach out to them. Using the same example above, if a customer is browsing a gift page, the bot can reach out and offer help by recommending a product.
Your proactive messaging should fit the specific page the customer is browsing and should blend well with the customer’s prior conversations with the bot.
We have an easy-to-use feature in our platform that accomplishes just this: it’s called Intros! You can leverage proactive intro messages on any of your website’s pages, then use these messages to continue the conversation and drive customers closer to a conversion/purchase.
Product recommendations are a great sales strategy and are an area where CX chatbots can thrive.
But knowing which product to recommend can be difficult, especially in an automated conversation. How do you know what the customer is looking for? What if the customer doesn’t like the bot’s recommendation? What if the chatbot can’t understand their preferences?
Chatbots are designed to interact with customers based off of what’s asked of them. But in order for a bot to truly be used as a revenue generation tool, you need to flip that mindset. Instead of asking the customer what they want, have the bot ask them what they need.
Let’s use the winter hat business as an example. Hats come in different materials and shapes. Instead of having your customer indicate what material and shape they want, ask what kind of weather they would be wearing it in (which is a great indication of the material they want), and their favourite style (which will dictate the hat’s shape). This approach ensures that the bot’s recommendation is tailored to the customer’s preferences - getting to the heart of what they want - and creates a more organic experience.
To set up this system, start by making a product-based decision tree. Group your products into logical buckets: either by colour, material, customer demographics, season, or anything else that suits your business. Then, slowly have your customer navigate through a series of questions, which will bring them to the appropriate product they’re looking for!
Track your bot’s impact
Since you’ve put all this effort into your bot, you’ll want to make sure you’re tracking its sales impact. I’ve found that UTM codes are the best way to accomplish this.
UTM codes are added to the end of any web page URL and can be tracked in your website’s analytics. To identify your bot’s impact, make sure the bot has a UTM code that’s unique from any of your other platforms.
As you track your bot’s impact, have your sales and CX departments note which recommended products are most popular. This information will be useful as you revisit your sales strategy - you may want to consider editing your proactive messaging, or adding an upsell opportunity within the bot.
To learn more about selling within your bot, book a demo with one of our experts. They’re ready to start talking strategy!