How small business can use chatbots and self-service to amplify their customer experience
Hey you’ve been nailing your marketing! Your social media is going really well and you’re growing every day. But something is missing. All the clicks to your website aren’t turning into online sales or enquiries. What’s happening? Could it be that you’re missing the chance to connect with potential customers while you’re in a meeting or sleeping?
In today's fast-paced business landscape, where customers demand instant solutions and exceptional service, small business owners are faced with the challenge of providing top-notch customer support while managing limited resources and competing priorities for their time - hey we all need to sleep! Fortunately, the rise of automation, particularly through customer self-service portals and chatbots, presents an opportunity for businesses to meet customer expectations without compromising efficiency.
Let's dive into how these tools can give your business a competitive edge and enhance customer experiences.
What is customer experience?
If you’ve been following me for a while, you’ll know this is a particular passion of mine. Customer experience (or CX) really describes the experience that anyone or everyone has with your business at any stage of their ‘journey’. This might encompass any of the following stages:
Awareness
Research and discovery
Consideration and evaluation
Intent to purchase
Purchase
Post-purchase
Customer service
Retention and ongoing engagement
Re-purchase
And so on…
Customer experience is where most businesses are now competing for customer loyalty and retention.
One of the key trends driving this competition is the expectation of round-the-clock support. Customers now anticipate the availability of solutions at any time of day, and that's where chatbots and self-service information comes into play. These automated assistants can engage with customers 24/7, offering instant responses and assistance, all without needing to hire additional staff or strain your resources.
Are chatbots too impersonal for small business?
I get this question a lot and it’s a good one because in your case, they might not be appropriate. You would have to decide where the convenience for your customers outweighs the convenience for you. But most modern businesses are using chatbots in various capacities to streamline customer interactions and improve satisfaction and customers are interacting with chatbots on a regular basis these days. So, unless your audience is particularly tech-challenged, here are just a few ways you could employ chatbots in your business:
Answering Questions: Chatbots act as your 24/7 concierge, promptly addressing common queries and providing immediate answers.
Providing or linking to resources: By offering keyword-based resources, chatbots can guide customers to relevant information, reducing their need to browse through multiple pages.
Troubleshooting: When customers encounter problems, chatbots guide them through troubleshooting steps, minimising frustration and enhancing their experience.
Collecting feedback and data: Chatbots can gather valuable customer feedback, preferences, and pain points, enabling you to refine your offerings based on real-time insights.
The rise of customer self service
Today's consumers crave convenience and autonomy. A growing number prefer self-service options over engaging with humans. This trend aligns with the fast-paced digital age, where quick answers and immediate solutions are key.
Providing self-service resources not only addresses customer needs promptly but also empowers your customers to find answers on their terms, contributing to a more positive experience. Let’s face it - you won’t always be available to answer the phone or emails and by the time you are, they may have moved on.
Self-service for a small business might be as simple as providing FAQs on your website or using the free Meta Messenger plugin on your website and social media.
To help you think this through, following are 7 tips for small business interested in using chatbots and self-service effectively to amplify customer experience.
Curate key FAQs: Identify the most common customer queries and prominently display them on your self-service portal. Quick access to essential information reduces frustration and enhances user satisfaction.
Visual and multimedia aids: Incorporate screenshots, videos, and audio guides to enhance clarity and make complex instructions more accessible.
Continuous content updates: Maintain and update your self-service content regularly to ensure accuracy and relevance, aligning with product or service changes.
Search optimisation: Implement a user-friendly search function on your website with relevant tags and keywords for efficient content discovery, minimising customer frustration.
Mobile-friendly design: Optimise your self-service portal for mobile users, accommodating their preferences for on-the-go access.
Integrate chatbots: Incorporating chatbots or virtual assistants enhances your self-service capabilities by offering instant responses to common queries.
Personalisation: Leverage customer data to deliver personalised recommendations and content, creating a tailored experience that fosters loyalty.
The potential value of customer self-service
Beyond elevating customer experiences, self-service portals and chatbots might offer your business other benefits. By reducing the load on your team or yourself to be present for every single enquiry, you will be more efficient - this of course translates into financial gain. Having at least some self-service, delivered in a way that is consistent with your brand personality, should lead to a more positive and convenient experience which will drive loyalty and retention. By offering customers the autonomy they seek and the quick solutions they demand, you not only enhance their experiences but also position your business as a customer-centric.
Before you jump in, remember that the key lies in making sure the automations you add to your business are customer-focused or at least appear to be. You should always keep an eye on your experience - regularly updating content, refining chatbot capabilities, and adapting to changing customer needs. When used effectively, self-service and automation become the backbone of a modern customer experience strategy, pushing your business towards success and ease in an increasingly competitive market.
. . .
❤️ Hi I’m Erika ✌️ I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and over 25 years marketing experience. I’m well placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one on one or create fun and action-oriented workshops and webinars for groups, organisations and businesses. Book a free discovery call with me or simply email me to get the conversation started.
For more tips, connect with me on Facebook and Instagram or just get in touch, I'm always happy to help.
