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Does HubSpot understand the true value of Conversational UI? [Research of 2019]]

HubSpot recently published a course for Conversational UI that is a good place to understand how the top marketing players are thinking about the place and future of chatbots in the space of client engagement.

To be honest, I got upset. It is not about Hubspot’s solution, its capabilities or features. It is about the limited value of Chatbots propagated by HubSpot.

HubSpot

 

Let’s take a look at it in detail. The key scenario related to chatbots is supporting the leads on the website, and lead gathering and validation. That is, all activities related to interaction in before-sales stage. Having automation in sales is very important and could be very valuable, but it vital and key for the business? I think in most cases it is nice-too-have. You may not be very effective in leads validation and still be in good shape.

HubSpot, limited with the web widget on website, is missing the key marketing/sales value of chatbot in B2C area: once a customer get subscribed to a chatbot your can generate an interaction with him on with a very high level of opening rate and personalization. Once you have invested a lot in bringing your customer to a bot, it is important to leverage the maximum presence in the communication channel.

Let me share some examples from our recent works: Canabis is getting legalized in Canada at the end of October and yet we already have a Facebook bot to sell it. The whole logic of the bot is built on how to generate repetitive sales from the customer. What is the best order time? Most preferred flavor and type of product? There’s nothing about validation of a lead or addressing of FAQ.

Metro is using a Viber chatbot to replace a loyalty card for its clients in Ukraine. That is not only more convenient for customers (you do not need to carry anything or and download an app) but really quite effective in the sales process.

loyalty card in Messenger
More efficient sales process through loyalty card in Messenger

 

I could bring out many more examples, but the main idea remains the same, HubSpot should rethink the place of chatbots from meeting the customer to make him/her linked to an agency.

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Top Chatbot Benefits [How Chatbots Improve Cross-Selling]

This is the final article in the series on the benefits of using chatbot for business. Previously, Chatbots.Studio considered cost reduction and profits increase benefits. Let’s discuss cross-selling as a means to boost sales with a bot in messengers.

cross-selling

Bot- seller, one of the most preferable for entrepreneurs because of the value it directly brings. The bot works in the following way. While the prospect is putting a lot of thoughts into common questions that influence purchasing decisions, the sales chatbot could simply ask, “What are you looking for?” and guide buyers to the appropriate categories.

The marketer has a list of potential or existing leads most often in messengers community or web providing support and sales for clients. Beauty product seller Sephora has increased sales of 11% by taking advantage of Facebook’s Messenger chatbot service, which automates responses and customer support.

 

Please take a look below to understand how Sephora bot increased sales by offering additional goods.

 

Making the most personalized offers, Sephora bot has made amazing results increasing sales.

 

Marketers divided customer into three types:

  • Client at first time came to the Shopping center, or just subscribed to the newsletters. In this case METRO motivates buyer come back again or invite buyer to visit the shop;
  • Existing buyers. Marketers’ main goal is increasing quantity of goods that client buy;
  • Client loses interest to METRO goods. Marketers have to keep them loyal to the shop. Via content, METRO says to ex-buyers: “Where are you going? I still love you and have something interesting for you”.

 

How the chatbot can help to satisfy three types of buyers?

Marketers create the value offer for each types of buyer and distribute these via messenger.

 

Also METRO offers buyers a digital discount card via chatbot in Viber messenger. It simplifies customer engagement with a company. To start chatting with bot, just scan the QR code and you will be redirect to Viber messenger.

Metro bot helps to get card
Metro bot helps to get card or browse through existing card

 

Let’s consider scenarios of cross-selling with a bot in messenger. Then I’ll demonstrate relevant examples that explain each of the mentioned below scenario:

  • Bot sends discounts card, promo codes or newsletters with offers to customer. For better understanding, you can find QR codes that link to a bot with a discount coupon or promo code.
  • Bot sends personalized offers for the customer according to their previous behavior in the bot or inputs.

 

METRO Cash&Carry is a great example of how to increase cross-selling using digital strategies, especially chatbot in messengers. Digital tools allow to increase conversion up to 57%. Let’s consider how they gained such amazing results within the confines of the chatbot.

Let’s consider the first scenario to understand how it works in real business cases.

Jasper’s Market sends the coupon with a 20% discount to existing clients. In the meantime, clients can find the store and check the working hours. It leads to cross sale without live sales or marketer’s help.

 

Another example of the aforementioned scenario is cross-selling according to previous customers’ input. Telecom Co. bot informs a customer about the ability to device plan upgrading through the conversational interface. Thus the bot having remembering previous customer’s input makes the most appropriate and personalized offer.

Telecom Co. chatbot
Telecom Co. chatbot upsells customer to drive new revenue

As we mentioned previously, the benefits should be identified and explored with metrics to understand how it impacts the bottom line:

  • Cost of attraction client to number of cross-sales;
  • Net Promoter Score.

 

As can be seen, a chatbot is really a smart solution for up- and cross-selling without additional assistance. It helps sales concentrate on important tasks and in the meantime, do cross-selling. However, it is worth remembering that a chatbot isn’t the one correct solution for each and every business. It really works great in coordination with other sales strategies. So, follow me and stay on top of chatbots novelties.

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