Quais são as métricas de marketing de chatbot mais importantes para acompanhar?

Para se estabelecer a mais importante é necessário definir primeiramente quais são os objetivos da organização e entender o grau de maturidade do desenvolvimento e uso da ferramenta. Particularmente, costumo dar bastante atenção às métricas voltadas às taxas de retenção (quantidade de pessoas que continuam na conversa, quantidade de resolução e quantas precisam de atendimento humano), por entender que o mau atendimento aqui tem um poder devastador. Nesse sentido, a taxa de gatilho de confusão, ou seja, quantos "desculpe não entendi a pergunta" acontecem, é um ótimo indicador. Evidentemente, a taxa de conversão também é importante. Todavia, tão fundamental quanto a escolha das métricas e a atenção que deve ser voltada à analise das mesmas.

As AI is entering all spheres of life, it is natural that Marketing will be impacted. While its always preferable for a customer to speak to a person to seek guidance, the mass scale of operations to handle. Therefore, one should automate it, better make it cognitive. Thus, chatbots are a natural easier solution. They are fast and round the clock. The limitations are also known.. it can answer as much as it is fed. In case of B2C markets, where one can draw a FAQ list, Chatbots can work wonders. However, one needs to closely map the matrices to ensure customer satisfaction does not suffer: drop rates, bounce rates, engagement rates help in seeing if the customers are finding the engagement with Chatbots good.

I think in this AI and ChatBot Era it is Relevance that plays a critical role. How well is the system able to comprehend the customer issues and respond to it. Key is to focus on emphatic response capability of the bot especially since it would be an issue that the customer is trying to resolve. Your customer at that moment would be most agitated and at a different emotional level. An Amazon does it well. Zomato does it well for linear problems, but finds it difficult to understand complicated ones especially since it is food and different people are different. This comes from my personal experience with most. It’s not about just connecting, it’s about being able to replicate the human touch.

The retention rate indicates user loyalty and satisfaction with your chatbot. To improve it, use techniques such as reminders, incentives, updates and re-engagement campaigns, promoting lasting relationships and conversions. :)

In my view some important areas to focus wrt Chatbot metrics with a focus on retention can be - User Engagement: High engagement is often indicative of good retention. Session Duration: Longer sessions may suggest increased user interest and retention. Return Users: A higher rate indicates better retention. User Satisfaction: Satisfied users are more likely to return. Surveys also suggest that unhappy customers shares their experience to 9-10 more people. Effectiveness: Evaluate the success of reengagement strategies or campaigns aimed at bringing back users.

I think another critical focus area needs to be in Chatbot sentiment analysis. It helps brands evaluate customers' interactions with your chatbot. This helps you to learn your customer, the state of emotion they are going through, their ability to comprehend and explain the issue or need. The study of the tone and words customers use when interacting with your chatbot is critical to understand how they feel, whether that's happy, sad, afraid, or angry. Based on these interactions, you can formulate your response, help the AI learn and respond Ina manner that is emphatic and makes the customer at ease inspite of no human intervention. It also helps you identify the language which customers understand better n identify areas of improvement.