The Ultimate Chatbot Playbook for Your Sales & Marketing Team

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Chatbot Playbook

The most basic chatbots definition or chatbots meaning is that chatbots are methods for automatically using website chat to communicate with the users of the site. With bots, this communication is “canned,” or pre-programmed, rather than coming from live agents. However, there is much more to a chatbot online platform than this. Now, platforms provide businesses with options for customer identification, message customization, and more. Because of this, people who discuss this technology may be thinking of a different chatbot meaning than each other once the details are considered. One may be thinking of a basic bot for a small site, while another may be thinking of a full-featured sales suite that just happens to include a chat widget for website.

Notably, there are multiple terms that can be used to refer to this concept. It is sometimes known as conversational marketing, website chat, live chat, or other terms that include the word or the concept of online chat.

As with any other sales aid, it helps to have a playbook in place when you deploy a website chatbot. Your chatbot playbook covers things like scripts to use, whether or not to offer the ability for customers to switch from the bot to a live agent, where on your site to add B2B chatbots, and more.

The playbook for chatbots will depend on the purpose of your bots. You’ll want different scripts and prompts for bots meant for sales than you would use for those meant to provide customer support. Conversational marketing playbooks often call for bots to pop up on pages that are of interest to those interested in buying your products. Meanwhile, support bots often don’t appear unless a customer goes to the “support” page.

It’s worth it to take some time to think of details as you devise your chatbot builder playbook. A good playbook for chatbot selling can help greatly to improve your chatbot conversion rate, while a top-notch bot playbook for support can decrease customer frustration and reduce the need for customers to switch to live agents.

Chat Playbook

The chat technology you use will be one of the defining factors in what your chat playbook will look like. Some chatbots must be pre programmed in their entirety, while other providers offer AI chat technology that allows for some of the live chat software responses to be generated on the fly. The latter have come a long way from Cleverbot, an early AI chatbot that simply conversed with website visitors for entertainment purposes. Modern, business-oriented bots are less likely to make nonsensical responses, likely because the context of the conversations is limited.

While we cannot provide an exhaustive list of chatbots here, we will mention some of the most popular live chat app providers. When you look at this industry, you can expect to see chatbot software offered by Terminus, Drift, Pure Chat, Tidio, Olark, Olark Chatting, Olark Live Chat Software, HubSpot Live Chat, Mitsuku Chatbot, Leadformly Chatbot, Chatbot Streamlabs, and more. You can even get an anime chatbot!

All of these chatbot providers have products that are at least a little unique from each other, and some are more than a little different. Therefore, your playbook should take the specifics of your chatbot technology into account. For example, if you’re using Olark live chat, you’ll be able to do a lot more than you could with a novelty-grade anime chatbot app. For business, it’s best to look for full-featured conversational marketing tools.

Drift Playbook

While the first online chat system was actually created in 1973 at a university, Drift is said to be the creator of the conversational marketing category. In fact, this company even wrote a conversational marketing book as well as many Drift playbooks.

As you might expect, you can get far more than the Drift app from this company. They also offer Drift resources to help you be successful. These include Drift playbook examples and Drift playbook templates, a Drift chat playbook, Drift chatbot playbook, a course that gives you conversational marketing certification, Drift chatbot examples, other Drift bot examples, Drift playbook certification, and really good chatbot examples Drift. These will definitely answer questions like “what is Drift chat,” “what is Drift chatbot,” and “what is conversational marketing Drift.”

You will gain access to most of these resources once you enter your Drift login into your Drift app and get the Drift welcome message. Once at your Drift dashboard, you’ll also be able to use Drift analytics, get Drift support, create personalized playbooks Drift, decide Drift playbook priority, and more. Drift playbook options and other materials will be different if you use Drift for support than if you use it for sales, so be sure to look around.

As this shows, Drift isn’t just a company that makes a product and then ignores it. Many Drift careers are centered on providing information about conversational marketing, devising examples of Drift technology in use, and providing Drift support. The company constantly works to stay ahead of changes, so their information for conversational marketing 2020 will be different from both prior and future years. Because of this, it’s worth it to keep checking the Drift blog and all of their other resources so that you keep up with the latest recommendations and Drift chatbot developments.

Chatbot Conversation Examples

Many people find it worthwhile to study chatbot examples before they create their own. Fortunately, there are many ways to find chatbot conversation examples. One of the best is to look at actual implementations on live websites. Amazon live chat and live chat PlayStation can be seen on their support pages. They have excellent, working examples to observe. For B2B chatbot examples, try looking at websites with chatbots that belong to the major players in your industry or check out some HubSpot chatbot examples.

It’s also a good idea to check out a variety of chatbot types. Most still present themselves in the standard “box on your website” format, but there are also bots that come with human-looking avatars, such as Chatbot Evie. You may find that the best chatbot for website purposes is one of these more-advanced models.

The purpose of your chatbot and the focus of your business will also play big parts in determining which option you think is the best live chat and the best chatbots for you to use. Because of this, it’s hard for anyone who doesn’t know these things to categorically call a single option “best.” What is good for a sales-oriented game company isn’t the same as what will be good for a team providing support for industrial equipment.

Once you see some examples of conversational marketing, you’re sure to find that you prefer some over others. Follow up on these to find out which providers are behind them and get one for your own company.

B2B Chatbot Case Study

Reading chatbot case studies can also give you ideas about implementation in various scenarios. You can find a B2B case study, and sometimes several, at the sites of the various B2B chatbot providers. B2B chatbot use cases will describe the problems that users wished to solve, how they implemented their chatbots, and the results that were obtained.

Some of these studies are available at companies that also offer a website chatbot free, but you can typically find more information on sites that charge. However, some providers offer one level of chatbot free, and then charge for their other tiers. These companies also have good levels of information available.

One of the reasons for this is that purely free chatbots aren’t meant for serious use scenarios. Instead, those that you can use to add chatbot to website free are very basic, and in some cases, are even advertised as being for fun. Since they aren’t trying to meet business needs with their product, it doesn’t make sense for them to offer support materials for companies, either.

Enterprise-grade chatbot companies are able to afford not only the dedicated coding team, but the staff needed to generate resources, pay attention to conversational marketing trends, and generate a conversational marketing PDF whenever there is enough new information to put out new material. They can also create and maintain a repository of information, such as a B2B chatbot case study, chatbot playbooks, and more.

Chatbot Scripts

Chatbot scripts are the meat of all chatbot implementations. The chatbot conversation design will direct what the bot will say, when, and to whom. Even live chat follows scripts, though for them, sales and support teams are trained in what to say instead of being programmed. The basic underlying principle is the same either way.

Many people use a chatbot conversation template as the starting point for their chatbot conversation script. This makes it easier to see which points should be made, and in which order. You can see a chatbot conversation flow template or view chatbot scripts examples at many chatbot platform companies.

It is common for a chat company to offer a chatbot builder wizard, and when they do, it’s even easier to set your bot up so that it can handle a chatbot conversation. Many even offer ways to customize conversations, and in some cases, personalize them for specific visitors to your site.

Live chat often overlaps bot-driven chat, though in some cases, you might want a live-only solution. Either way, live chat customer support and sales both follow scripts. Chat teams are trained in these scripts, so they always know what to say when a site visitor activates the live chat website plugin. Live chat service providers often have script examples available for study. They also tend to offer chatbots as well, and may advertise how easy it is for a visitor to switch from the bot to live help.

As with bot chat, it can be difficult to find an option for getting live chat on website free. However, some may offer a very basic version for free and then charge for the tiers that are robust enough for serious business. Then, the free version can be good for testing the waters or just seeing what it takes to get the live chat bot active on your site. Free trials of more robust live support chat offerings are more popular, and for the majority of users, more useful.

There are many options available with live chat. For example, some will let users see a message like “live chat typing” when an agent is typing, and this can reduce abandonment rates. Other popular offerings include customization, user identification, methods for automating live chat, and help with live chat integration.

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