“A chatbot is not a goal in itself,” say Guido Smit and Mike Todirijo of ABN AMRO. Their webcare team consists of 60 people. They work in shifts, so that customers can reach them 24/7. This may seem exaggerated, but banking is becoming increasingly digital, which means that people are less likely to come to the office with their questions.
Lessons learned at ABN AMRO
Social messaging is therefore a sublime service channel, but also offers commercial opportunities, say Guido Smit and Mike Todirijo. If a consumer contacts the bank via WhatsApp and asks about the conditions of a continuous travel insurance, for example, he is helped within five minutes. This short response time makes the customer happy and contributes to the image of ABN AMRO. Guido Smit and Mike Todirijo state that you build a strong brand by creating a good experience, not just by advertising. I don't think there is anyone who will deny that.
From this strategy 'try to provide service to help the customer further and realize sales', the team developed chatbot Zjef. Zjef is linked to Messenger and can answer questions from starting zzp'ers. Unfortunately, the current solution is not good enough for the target group at the moment. Many lessons have been learned, which serve as input for follow-up processes. A few important lessons:
Involve stakeholders as early as possible, preferably during the idea phase. The Risk/Legal department is certainly important to involve in the development to prevent problems later.
Managers often forget that after creating the chatbot you are not finished: the bot has to develop c level executive list and has to be “educated” with data, so to speak. You often need much more data and intelligence than expected.
If you can't answer the open questions of consumers well, limit yourself to multiple choice questions. Otherwise you have a mismatch with the expectations of the customer. These are the so-called menu-based chatbots .
With this customer contact channel too, you must work from a persona and tone of voice : how does the target group want to be addressed?
“Chatbots are a new channel that will give brands a new face,” says Erwin van Lun, trend watcher and founder of chatbots.org. “They are just like people,” he adds a moment later. It is difficult to have a really good, sincere conversation with someone – we will agree on that. It therefore seems contradictory to outsource customer contact to technology, but in fact chatbots can listen and perceive much better, which can actually improve the customer experience.
The sentence ' I never said she stole my money ' can be interpreted in seven different ways, it just depends on which word you put the emphasis on. Thanks to emograph , a mood board that automatically interprets speech, it is possible to display the emotional state of your customers. This way you can play on their feelings and have a better conversation. In the future, chatbots will get better at speech recognition (let's face it, Siri now often doesn't understand us) and then you can use this to your advantage: a customer feels better understood and a stronger brand bond does not exist in my opinion!
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