Boca Raton marketing startup 3Cinteractive believes in the robot revolution, at least when it comes to helping businesses engage with their customers and drive up revenues.
The results of the company’s Chatbot Consumer Report, released Tuesday, sheds light on why online chat platforms – the digital alternative to phone calls with customer services representatives – are growing ubiquitous, highlighting the need for companies to adopt the feature or modernize their current chat features to stay ahead of the curve.
Chatbots are interactive software platforms that can be used through apps, live chat, email and SMS and mimic human interaction using artificial intelligence-based technology.
About one in every four consumers said they use chatbots on a daily basis, with millennials accounting for at least 40 percent of users, according to the survey.
Of those who said they regularly use chatbots, about 77 percent said positive exchanges with the online tool influence them to buy more often from a brand or company. What’s the draw? Nearly a third of consumers said chatbots provide ease of use, compared to phone or email interaction with a customer rep.
However, 71 percent of those who participated in the survey said they had encountered chatbots that did not work well, emphasizing the importance of installing a feature that is efficient and user-friendly, the report states.
“Choosing the right chatbot strategy for your brand is critical, it’s not one size fits all,” said 3Cinteractive VP of marketing Margie Kupfer. “Understand your customer preferences and build your chatbot strategy around one, specific function that benefits the customer.”
By “starting small,” Kupfer added, companies can better introduce a chatbot feature that ensures efficient customer experiences and enables the company to learn more about its customers to best scale a chatbot feature.
HR Block, Chevrolet and AT&T are just some of the major brands that have introduced chatbots in recent years.
By 2020, more than 80 percent of companies will be using chatbots, according to a 2016 survey by technology company Oracle that surveyed 800 executives from around the world.