Introduction
Businesses do not operate in isolation if they have to achieve to competitive advantage. In essence, they interact with both the external and internal factors that shape the way they traverse the market. Marketing consultancy services, with vast technological knowledge and experience in situational analysis and marketing campaign strategies, are essential for the successful running of Chatbots company.
Reasons for Selecting ABC Marketing Consultancy
ABC has been operational for several decades and it comprehends the global technology market. The years of operations have enabled the company to acquire relevant skills and expertise that can help its clients navigate the competitive international technology market. ABC’s presence in different countries also gives it an upper advantage over its rivals in the consultancy industry. With its presence in the Americas, Europe, Asia, and parts of Africa, the company understands the technological market environment in both developing and developed nations. Notably, the use of chatbots and data privacy is a regulated domain in various countries. Subsequently, successfully investing in this area requires proper comprehension of the legal requirements as well as the cultures of various countries if the client wishes to expand his or her operations internationally. By selecting ABC consulting company, clients are protected from the need to understand this legal and cultural nitty-gritty associated with global operations. With an increasingly diversified team of professionals, ABC helps clients overcome the legal and cultural challenges of competing globally.
The mission of ABC Consulting Company is to assist customers to attain their business objectives by offering innovative tools that improve customer experience. The success of ABC in the technology consultancy market has been attributable to its unique selling point that is appealing to different cultures globally. The company understands that differentiation from its rivals is pivotal to its success. Subsequently, ABC presents itself as a profitable technology company that gives back its earnings to the community in which they operate. Unlike other technology consultancy companies, with the primary goal of maximizing profits and shareholder value, ABC’s unique selling point is that for every chatbot purchased or installed by its clients, the company donates a computer to a school or community. With this USP, the company has opened avenues to different countries internationally because of its charitable approach to marketing.
Situational Analysis
The environment in which businesses operate constantly changes, compelling them to adapt to survive. The situational analysis identifies business strengths and weaknesses as they relate to external opportunities and threats. Chatbot AI technology is vulnerable to these external factors, shaping its development in the global market environment. By definition, external factors refer to issues or aspects beyond the control of the business, affecting it positively and negatively. Businesses can only respond to external decisions to remain successful, compete, or survive.
The first notable external factor driving the need for Chatbot AI technology is faster responses to repetitive queries. Telecom companies frequently face repetitive queries, which keep human agents and call centers busy and ineffective (“Conversational AI Chatbots in Telecoms are Improving Customer Experience,” 2020). As the waiting time increases, customers become more dissatisfied with the services. For telecom companies, a simple chatbot, such as Actionbot and Whatsapp for Business, can reduce the waiting time for repetitive queries. Such AI solutions can decrease query resolution time and occupancy by live agents to resolve customer issues.
The second factor is the changing design of websites that do not conform to user knowledge or expertise. While mobile websites are attractive, they tend to squeeze contents into a small window. By squeezing contents, users can get lost on the website. Besides, while such advancements in website designs are notable, they have not adhered to user expertise. Making such designs usable requires a better alternative, and chatbot AI can address this challenge. For instance, the Actionbot can proactively and constantly appraise customers’ behavior on the web (“Conversational AI Chatbots in Telecoms Are Improving Customer Experience,” 2020). If users cannot decide what to click, the chatbot can make suggestions to them; subsequently, guiding them to achieve their tasks rapidly with minimal help from human agents.
The third factor is the increase in dropouts from unfinished transactions. Currently, the majority of people are accustomed to doing automatic top-ups through regular or mobile transfers. The telecom industry is not immune to this trend. Nevertheless, not all customers are used to doing automatic top-ups. Some customers prefer using the old-fashioned way on websites in which certain transactions are dropped due to several complications (“Conversational AI Chatbots in Telecoms Are Improving Customer Experience,” 2020). The absence of proper design of digital channels can create arduousness in the entire process. Rather than redesigning the website to reduce dropout from transactions the chatbot can be applied as a third arm. If the chatbot recognizes that a customer has challenges with a transaction, the conversational chatbot can assist in finishing the process. Besides offering help, the AI tool can suggest suitable offers by considering external data sources, such as customer relationship management (CRM), customer’s location, and transaction history to become a proactive advisor.
The fourth external factor in the telecom industry is faster data usage from a select package. Telecom packages are often proposed by operators massively while disregarding customer preference (“Conversational AI Chatbots in Telecoms Are Improving Customer Experience,” 2020). The operators often focus on the telecom product that they want to sell and not what the customer needs. Consumers in the telecom industry are seeking personalized offers that meet their preferences. For instance, a massive marketing campaign offering a new data package accompanied by a new iPhone is not efficient anymore. With chatbot AI, a telecom company can appraise customer preferences or behavior during various periods or seasons.
Competitors in the Chatbot AI Marketplace
The chatbot AI marketplace is extremely competitive and dynamic. Customers can switch easily from one provider to another, without incurring huge costs. The competition is fueled by the influx of AI companies into the market. The key players include Netomi, ChatGPT, and WP-Chatbot.
Netomi’s AI platform assists organizations to resolve customer service automatically via email, messaging, voice, and chat. According to Max (2023), Netomi has the highest level of preciseness because of its improved Natural Language Understanding engine, which allows the tool to understand a human-like conversation. In the absence of human intervention, the Netomi AI platform can address 70% of customer issues.
ChatGPT has recently emerged as the most popular AI, although it is not a chatbot. ChatGPT is accurately defined as a natural language process (NLP) model. As an NLP model, chatGPT is trained on large volumes of data to produce responses resembling those of human beings. Since the core of this tool is GPT-3, it is capable of eliciting highly plausible and coherent reactions to several topics (Max, 2023). Hence, ChatGPT is useful for different NLP tasks, including text summarization, language translation, and conversation generation.
WP-Chatbot is popular with the WordPress environment, offering several thousands of websites web chat, and live chat capabilities. This tool incorporates Facebook Business and allows automated and live interactions on the WordPress website through a native Messenger chat widget (Max, 2023). With this tool, user messages are contained in a single inbox for messages across all platforms, giving efficient management of feedback.
Campaign Strategy for University
Campaign strategies for universities aim at increasing enrollment in the institutions. The elements of the strategy should link back to the website and prevent users from dropping out of the application process. As such, the website should be fast and offer easy navigation. In most cases, the process of applying for enrollment can be lengthy and tedious, leading individuals to drop out or select other institutions. The key element in a campaign strategy for increasing enrollment is the chatbot AI which can help applicants navigate the website easily and answer their questions immediately. Driving more traffic, clicks, and people to the university landing page of the institution is not beneficial if they do not decide to enroll. As a recommendation, the campaign strategy should be appealing to the target audience.
Conclusion
Technological advancements in artificial intelligence present both an opportunity and a threat to businesses. As an opportunity, artificial intelligence, particularly chatbots, can improve customer experience by offering 24/7 support while reducing operational costs. However, data privacy regulations associated with using or selling such systems might expose businesses adopting AI for their customer service to additional requirements that might be costly depending on different countries.
Reference
Conversational AI chatbots in telecoms are improving customer experience. (2020, August 1). Retrieved from https://action.bot/blog/ai-chatbots-in-telecom/
Max, D. (2023, March 14). The 17 best AI chatbots for business in 2023 in and beyond [Review and key features]. Retrieved https://www.netomi.com/best-ai-chatbot
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