12 tips for creating a high-performance Facebook Bot
What is a Facebook Bot ? How can digital technology improve your customer relations? Access best practices in mobile marketing: your brand can now develop its Facebook Messenger ChaBot to engage its customers and converse on smartphones. Offer your customers an innovative user experience, collect qualified data and optimise your customer relations. Sound complicated to implement? Not at all: here's an explanation, followed by our essential advice...
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. In simple terms, a Bot interacts with a user as a real person would. It can answer questions and direct the user to any type of content.
In concrete terms, your company offers its customers a personalised mobile conversation scenario, using a ChatBot on Facebook Messenger. Facebook Messenger then communicates with your system and enables you to retrieve data relating to the conversation and your customer.
In the case of a ChatBot integrated with Facebook Messenger, the user will be able to receive notifications from your Bot on their smartphone via the Facebook Messenger application. This is known as Facebook Messenger Push .
Let's now look at the factors to consider before setting up your Facebook bot.
2. Identify how your Facebook Bot can improve your customer relations
What issues can be resolved using your ChatBot? Would you like to automate part of your after-sales service? Manage pre-sales questions? Optimise 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 conversational approach based on scenarios
Rationalise the issues by user scenario. Each use has its own scenario.
What do your customers use? Do they need information on demand, such as opening times, 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 is imperative to be clear, to be able to make yourself understood instantly. 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. Gaining trust by personalising the exchange
The user experience will only be a good one if it is personalised. To achieve this, make the most of your customers' data! Surname, first name, gender, age, birthday, loyalty account number, etc. are all pieces of information that will 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 its experiences to optimise its responses. We recommend that you follow an organised methodology to ensure that your bot makes 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 sales performance and check that everything is consistent. Your ChatBot must fit in perfectly with 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 platform in SaaS mode such as myElefant allows you to connect your CRM to your Facebook bot: you can then personalise your messages and use the 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 into Facebook Messenger.
10. Evolve this artificial intelligence
Depending on the number of scenarios that have been tried and tested, you may find that some uses are more popular than others and/or that some users would like to see 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 analyse the behaviour and data gathered by the ChatBot in your information system, so that you can use them to fine-tune your experiential marketing strategy.
12. Observe 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 after-sales service calls to the call centre by 20%.
Solution provided by myElefant: set up a ChatBot and rich SMS campaigns encouraging users to chat with their Facebook ChatBot.
Results: generation of after-sales traffic on the Belambra ChatBot.
Over time, the aim is to achieve customer satisfaction by making the customer autonomous.
Lionel Lavayssière, directeur des ventes directes, eCommerce et CRM de Belambra.
Ready to make the most of the Facebook Api?
Do you have mobile marketing issues? Do you want to integrate a Facebook Bot into your overall strategy? We recommend that you choose a platform that can handle all the issues : 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 major players on the market: its dynamic campaign routing functionality can optimise certain mobile messaging budgets by up to 20%.
Article translated from French