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Chatbots as a Marketing Tool for Your Establishment

by Nuria García

Chatbots as a Marketing Tool for Your Establishment

Since Facebook announced the Messenger Bot Store at the Facebook F8 developer conference, the technology around chatbots has undergone a major revolution.


The automation of services from intelligent systems that learn under Machine Learning technology promotes customer service and promotes consumption. This is expected to lead to a radical change in online distribution.


Tristán Elósegui, a web analytics expert, said: "We need different types of information and interaction with the company at every stage of the purchasing process. It is these interactions that help us move forward to the final decision and allow us to continue as loyal customers to the brand. It is convenient to analyze the importance of this technology within the purchase process and see how the user can be sensitive to the use of this service. Tristan proposes a series of stages in which a chatbot could take advantage of its technology:


The awareness stage where the chatbot can resolve simple questions about the brand or product.


The one of consideration whose objective is translated into actions such as giving details of the functioning of the product, sending information by email (leads), giving detailed information, etc.


The action or conversion to close the sale or at least facilitate it.


A final stage of advocacy or loyalty with which to provide customer service as such.


The main problem that chatbots have presented until the evolution of current systems has been their difficulty to communicate in a natural language. The evolution has come from the hand of large players in the technology industry such as Apple with Siri, Microsoft with Cortana or in the tourism sector the system that Booking.com integrates chatbot to customize the experience of the traveler. David Vismans, Product Manager at Booking.com: "We know that 75% of our customers prefer self-service options to handle simple requests. With the new booking message interface, customers can literally customize and manage their trips from the palm of their hand. This technology eliminates the worry of a busy reception area, different time zones or the friction of communication between people who speak different languages.


Therefore, it is convenient to analyze the way in which a hotel can use chatbots as a distribution tool and the different factors that intervene in this process:


  • Monitor consumer purchasing patterns.


Chatbots can be programmed to track purchase patterns and monitor data about consumers. Under a procedure based on increased sales and intensive 24-hour working days, the aim is to make it easy to deliver products under clear and tight sales targets.


  • Natural language communication


Users need to believe they are talking to a real person. This means that a chatbot needs to be programmed to react in a specific way to direct questions and answers from consumers. Its aim is to offer the right products according to the needs of the traveller. If a consumer decides to contact the hotel with a complaint, a chatbot should be able to identify the problem and provide an appropriate resolution.


  • Personalized conversation according to the client's information.


There are factors of great importance and should not be forgotten as a chatbot should be able to distinguish the name of a customer only through the introduction phase. Once the traveler has been confirmed, the information about him or her should be used to readjust the dialogue between the two actors. In fact, these approaches work best when using artificial intelligence to analyze previous consumer interactions or purchase history. This ensures that the product or service offered is something that the customer really needs.


  • "Increased" solutions over high customer expectations.


If the product raised, based on the data previously collected, is not sufficient to meet the needs of the user based on the response given by the chatbot in real time, it will suggest improvements. This system will help in Upselling or Cross selling and will therefore work to increase the income from the accommodation.


  • Automated distribution system.


It is necessary to be aware that the improvement in the traveler's web experience will significantly increase conversion rates. Therefore, if user satisfaction is increased, we will obtain more revenue through an automated sales system. We must start from the concept of using chatbots as a backup. That freedom and delegation of minor tasks, which a chatbot can effectively solve, will give us greater ability to market new products, develop new promotional materials and improve service at the most critical times for sales.

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