From awareness to advocacy — how chatbots optimize the customer journey
In the age of digital transformation, the customer journey has reached a new dimension. Customers expect a seamless and personalized experience throughout their decision-making and buying process.
Companies are constantly looking for effective ways to improve this journey and make it memorable customer experiences to create. One technology that plays an important role here is chatbots. The intelligent virtual assistant have established themselves as valuable helpers along the customer journey. They support customers, solve problems, and create a seamless experience. But how can chatbots support exactly in the various phases of the customer journey? Let's take a closer look at that now:
Awareness: Create interest for the brand
The awareness phase is the first step on the customer journey in which potential customers become aware of the brand.
In this phase, chatbots can play an active role by helping visitors on the webpage or give tips and recommendations on social media. Through targeted speeches or marketing campaigns in the form of interactive elements such as quiz questions or guessing games, chatbots can arouse the interest of customers and playfully guide them through the world of the brand.
These interactions with chatbots are not only used to convey information, but also to create a positive and memorable experience that makes customers curious about the brand.
The role of chatbots: By acting as personal assistants, chatbots help customers get to know the brand better and develop a deeper understanding of their offering.
example: Imagine you're visiting a tour operator's website. A chatbot greets you and offers you to take part in a quiz to find out which destination best suits your interests. During the interactive game, the chatbot gives you useful tips and information about the various travel destinations. By analyzing your answers, he ensures that the suggested options are tailored exactly to your preferences. In this way, the chatbot not only awakens your interest in the trips offered, but also helps you to specify your ideas and establish a connection with the brand.
Consideration: Assist with the decision
During the consideration phase, customers are actively interested in comparing their options to make the best decision. Chatbots can support this process by providing relevant information about products or services. They can help customers search for specific features or with questions about payment methods or returns to help them make decisions.
The role of chatbots: Chatbots here are like personal assistants who guide customers through the jungle of options and help them weigh things up.
example: Imagine you want to book a hotel room. A chatbot on the hotel's website can help you choose by asking questions like “What type of room do you prefer? ” or “Do you need parking? ”. Based on your preferences, the chatbot can then present you with different room categories. This saves you time and provides you with tailored recommendations to help you make your decision.
Conversion: Ensuring a successful conclusion
As soon as a customer is ready and wants to place an order, the conversion phase starts. Chatbots can play a decisive role here by making the buying process seamless. They can help customers configure products or select potential add-ons. Chatbots can also help overcome obstacles such as payment issues or technical difficulties. Check-Out in particular is a tricky step — if questions or problems are not resolved, the customer can quickly cancel the entire order.
The role of chatbots: Chatbots accompany the customer throughout the entire process and thus ensure a successful conclusion.
instance: Imagine yourself shopping online looking for new balcony furniture and have questions about a specific product. The chatbot can help you choose the right model or size and then add it directly to the shopping cart. If there are any problems during the payment process, the chatbot will assist you immediately. This makes the entire buying process smoother and more efficient, which means that you can actually complete your order successfully.
Retention: Strengthen brand loyalty
After the purchase, it is crucial to retain customers over the long term. Chatbots can do the customer loyalty Strengthen by, for example, providing personalized recommendations based on past interactions or previous purchases. You can also help customers track orders, answer queries, or make special offers. Even if questions about use or complaints arise, chatbots can react immediately and provide a solution. This is how you can avoid bad reviews and the Customer Experience benefits.
The role of chatbots: In the retention phase, chatbots are like loyal companions who help customers use the products or services and make them feel valued.
instance: Imagine you've bought a new smartphone and have questions about how to set it up or how to use certain features. A chatbot can give you step-by-step instructions or even offer personalized tips based on your preferences. If you have a question about the warranty later, the chatbot is also there for you. As a result of this continuous support, you as a customer feel well looked after, which is your bond to strengthen the fire.
Advocacy: sharing your support
The last phase, advocacy, is about turning customers into ambassadors of the brand. Satisfied customers are the best advocates for companies — chatbots can help strengthen this relationship. You can invite customers to participate in surveys or leave feedback to generate a comprehensive picture of the mood and provide valuable insights to gain customer satisfaction. By collecting this information, chatbots can initiate improvements and customer loyalty expand further.
In addition, chatbots can also implement customer loyalty measures, such as competitions or special offers for loyal customers. These interactions can increase customer engagement and encourage them to share their enthusiasm for the brand with others.
The role of chatbots: During the advocacy phase, chatbots themselves act like enthusiastic brand ambassadors who encourage customers to help further improve the products or services with their feedback and to tell others about the brand.
instance: Imagine that you are a regular customer of online stores and have just completed an order. At the end of the chatbot conversation, you will be presented with a competition in which you have the chance to win exclusive discounts or other prizes. These actions not only create additional incentives for customers, but also promote advocacy by increasing positive customer loyalty and experience.
conclusion
Chatbots play a decisive role in creating unforgettable customer experiences along the customer journey. From the awareness phase to the advocacy phase, they support customers in a variety of ways. Chatbots are like travel companions who guide customers through the various phases of the customer journey and ensure that they always feel well looked after. Their 24/7 support creates a seamless customer experience that delights customers and binds them to the brand over the long term.
Would you like a practical example?
Flatex uses an AI chatbot both in marketing as well as in customer service one, which means that the AI chatbot is present at many stages of the customer journey and helps users. Be it to provide information about Flatex products, i.e. to provide support in the awareness and consideration phase, or in the after-sales process, i.e. when questions arise after the purchase. In the webinar, the chatbot manager from Flatex shows how the AI chatbot in the Practice used Will which targets were achieved and which Learnings which resulted in implementation. There is also a short AI Deep Dive to help you understand how the AI behind the chatbot works.
