Social media, mobile apps, forms on a website and email have been the most common contact channels for prospects. Recently, chatbots/instant messaging has become the new preferred options for some businesses.
All the previously popular communication channels relied on humans to work. Chatbots, on the other hand, allow a computer to start and assess a conversation with prospects with no human interaction.
In a study done by Drift, they asked 1000+ survey participants to think about the online services they used. That included search engines, product/service websites, and mobile apps. Then Drift asked them what frustrations they had experienced with those services.
The results indicated that the most common frustrations by consumers included:
- websites being hard to navigate (34%)
- not being able to get answers to simple questions (31%)
- basic details about a business (e.g.: address, hours of operations, and phone number) being hard to find (28%)
The takeaway was that businesses are not providing online experiences up to consumers’ standards.
Not all consumers are ready to trust chatbots, especially in B2B (which is always behind in Marketing compared to B2C). However, chatbots are growing in popularity due to several benefits, such as speed and efficient triage of leads. Companies believe that chatbots will be able to respond to questions more quickly and be able to rate leads by quality.
Decision makers are busy and have short attention spans. So, speedy response times are also an attractive advantage of chatbots. According to InsideSales, waiting even five minutes to respond after a lead reaches out, decreases your odds of getting in touch with the lead by 10x. And after 10 minutes, there is a 400% decrease in your odds of qualifying that lead.