There’s a reason we’ve been beating this drum non-stop: Since April of last year, interest in chatbots has skyrocketed. (It’s not a coincidence that is when Facebook welcomed chatbots into its Messenger app.)
Naturally, for our latest Mobile Consumer Report, we wanted to get a pulse on consumer opinions about chatbots. Chatbots represent much more than a cool new touchpoint for brands — they can automate customer service functions, send order updates and other transactional messages, and drive conversational commerce (i.e., using messaging to market and sell).
Here are three things we learned from surveying more than 2,000 consumers:
- Comfort level with chatbots is high… The vast majority of consumers (65 percent) would be comfortable engaging with a company via chatbot. Click to tweet. Chatbots essentially take a familiar experience — going through an automated phone system to get information — and bring the immediacy and convenience of smartphones to it, so it makes sense most people would be receptive.
- …but opportunities are hard to come by. Seven in 10 consumers have not used a chatbot, and just over one in five have (the remainder are not sure). Click to tweet. There is a clear gap between comfort and usage that savvy brands should look to shore up quickly.
- Speed is the name of the game. We wanted to find out what consumers see as the top benefit to interacting with a chatbot, and the definitive answer was that it provides a faster way to get information. Click to tweet. Pinpoint your customers’ most common requests (e.g., availability of an item in-store, location hours) — this should serve as one of the primary use cases for your chatbot.
For a deeper dive into chatbots, grab your free copy of the Vibes 2017 Mobile Consumer Report.