12 tips for creating a high-performance Facebook Bot
What is a Facebook Bot ? How can digital technology improve your customer relations? Access mobile marketing best practices: your brand can now develop its Facebook Messenger ChaBot to engage customers and converse on smartphones. Offer your customers an innovative user experience, collect qualified data, and optimize your customer relations. Sound complicated to implement? Not at all: here's an explanation, followed by our essential tips...
1. Understand what a Chatbot Messenger is
A Chatbot is a conversational robot: it enables you to manage pre-sales, sales and post-sales customer issues in real time. Simply put, a Bot interacts with a user as a real person might. It can answer questions and direct the user to any type of content.
In concrete terms, your company offers its customers a personalized mobile conversation scenario, through a ChatBot on Facebook Messenger. Facebook Messenger then communicates with your system, enabling you to retrieve data related to the conversation and your customer.
In the case of a ChatBot integrated with Facebook Messenger, the user can receive notifications from your Bot on their smartphone via the Facebook Messenger application. This is known as Facebook Messenger Push .
Now let's look at what you need to consider before setting up your Facebook bot.
2. Identify how your Facebook Bot can improve your customer relations
What problems can your ChatBot solve? Would you like to automate part of your after-sales service? Manage pre-sales questions? Optimize the buying process? Exploit certain after-sales opportunities?
3. Define the uses that bring satisfaction to your customers
Do they want to be directed to a point of sale, receive your offers or their invoice...? A ROI-ste approach will guide you: which uses are measurable and contribute to the company's commercial performance?
4. Develop a scenario-based conversational approach
Streamline issues by user scenario. Each use has its own scenario.
What are your customers' uses? Do they need on-demand information, such as opening hours, a user guide, access to promotions, invoices, online shopping?
5. Simplify to design an intuitive user experience
The simpler the scenarios, the better the returns! To establish communication, it's imperative to be crystal-clear and instantly understandable. While the interface must be ergonomic and intuitive, the interaction of your scenario must also be guided. It's all about not losing the user.
6. Gain trust by personalizing the exchange
The user experience is only as good as its personalization. To achieve this, make the most of your customers' data! Last name, first name, gender, age, birthday, loyalty account number... are all pieces of information that enable you to send the right message at the right time (you've already identified the right person).
7. Let machine learning work its magic
A bot improves over time, learning from experience to optimize its responses. It's advisable to follow an organized methodology to ensure your bot's constant progress.
8. Test your Facebook Bot on a recipe interface
Test your Bot before you launch! A beta version first and foremost: test or have tested the user path, the data collected, the effects on your business performance and check the consistency of the whole. Your ChatBot must fit seamlessly into your customer relations strategy.
What should you look out for once it's up and running? Here are the answers.
9. Drive traffic to your Bot to make it useful and effective
An intelligent SaaS platform such as myElefant lets you connect your CRM to your Facebook bot, enabling you to personalize your messages and leverage relevant data to generate traffic.
To drive traffic to your Chatbot, myElefant recommends adopting a mobile multi-channel approach, and exploiting complementary channels such as SMS, Rich SMS, push notifications and messages integrated with Facebook Messenger.
10. Evolve this artificial intelligence
Based on a significant number of tried-and-tested scenarios, you'll find that some uses are more popular than others, and/or that users have expressed a desire for certain improvements. Update the system to meet your customers' requirements!
11. Adapt your strategy to new uses
As your audience's uses evolve, so does your approach to customer relations ! It's crucial to analyze the behaviors and data gathered by the ChatBot in your information system, so you can use them to fine-tune your experiential marketing strategy.
12. Watch a successful virtual assistant case study
Brand: Belambra
Mobile messaging platform: myElefant
Objective: to be able to handle level 1 after-sales service requests in order to eventually reduce incoming calls to the after-sales service call center by 20%.
Solution provided by myElefant: implementation of a ChatBot and enriched SMS campaigns encouraging users to chat with their Facebook ChatBot.
Results: generation of after-sales traffic on the Belambra ChatBot.
Over the long term, the aim is to achieve customer satisfaction by empowering the customer.
Lionel Lavayssière, directeur des ventes directes, eCommerce et CRM de Belambra.
Ready to exploit the Facebook Api?
Do you have mobile marketing issues? Would you like to integrate a Facebook Bot into your overall strategy? We recommend that you turn to a platform that masters all the issues at stake : defining your needs, recommending uses, etc.
If you're looking for comprehensive support and a global approach to mobile messaging, myElefant is one of the leading players on the market: its dynamic campaign routing functionality can optimize certain mobile messaging budgets by up to 20%.
Article translated from French