As a rule, selling complex and expensive B2B products What mechanics to use to requires an individual approach to the buyer.
In the current reality, chatbots can offer businesses unique mechanics for interacting with users, including:
- gamification of customer warm-up . Its essence is that information about products is presented in a game form. For example, a small quiz will allow you to learn more about the functionality of the equipment, and a quest will reveal the advantages of the product step by step;
- creating individual offers based on the implementation of personalized scenarios. For example, if a client works in a certain industry, the bot will be able to focus on those characteristics that are most important for this area. And this client;
- checking statuses and data . For large clients, it is important not only to receive information, but also to pass certain checks, that is, to be verified. To do this, the chatbot can request data from the company’s servers and check whether a specific user has access to specialized materials. This reduces the workload on managers and makes the process of providing information more transparent.
How to organically integrate a chatbot into CJM
A customer journey map (CJM) displays software managers email lists all key touchpoints with a company.
Example of a CJM part:
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When integrating a chatbot into a CJM, you should keep in mind that it should enhance the user experience, not complicate it.
To achieve this goal, we recommend
- Segment customers : As practice shows, the customer base of B2B companies is quite diverse. The chatbot should adapt to interaction with different audience segments. Thus, it can explain the basics of using the product to new users, provide preferential access to technical support to regular customers, or offer a pool of new solutions.
- Integrate chatbots into key stages of interaction with the consumer . Ideally, a chatbot should accompany the client at all stages: from getting to know the product to placing an order and receiving landing pages for b2b: improving conversion and lead generatio feedback. For example, at the preliminary interest stage, the bot can collect information about the client’s company in order to offer a consultation with a manager at the purchase stage.A simple example of collecting feedback after communicating with an operator:
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- Use truly adaptive scenarios . The chatbot needs to be able to recognize the moment when it is best to transfer the user to a specialist. This whatsapp data is especially important when discussing complex issues directly related to both the technical characteristics of the product and the specific terms of the transaction. If such a “bell” is missed, the effectiveness of the interaction will decrease several times.
Insight : Implementing a chatbot in CJM can be challenging. For example, if the bot is too complex, it may scare off the user, while one that is too simple may not cope with the tasks at hand. It is important to regularly test scenarios and get feedback from customers . It is also worth considering the nuances of working in different industries: manufacturers may face requests for specific technical data, and wholesalers may face questions about prices and delivery terms.