What are bots and how do these virtual robots work? – WAU
Bots are currently one of the most popular ways to use computer intelligence technology for business. This is thanks to the potential they have to be able to bring excellent results for those who decide to automate marketing processes.
Companies are increasingly adhering to the digital transformation and this seems to be a path of no return, as each day new technologies appear that make life easier for people and companies.
One of these technologies, which is gaining many followers, is the use of bots, or virtual robots, to replace humans in conversations that can be simple or complex, since each case depends on the type of programming that was used.
Most of the time, bots are used in customer service, but this is not the only possibility, since bots arose from more complex technologies and their applicability is very varied.
Find out more about bots and why you should consider using them in this post. For this, we will go through the following topics:
Interested? Keep reading!
What are bots?
Bots, also called virtual robots, are software programmed to operate over the internet, in varying degrees of complexity, small repetitive tasks.
Because they are automated programs, they do not need human monitoring to start the process to which they were programmed., which already represents an advantage.
Furthermore, by replacing human labor in certain repetitive tasks, they are able to do them more quickly and effectively.
The growth of this type of technology in companies is huge. To give you an idea, it is estimated that until last year, 60 thousand bots were launched in London alone.
This survey was made by the 2019 London Botanical Ecosystem Map, made by the Mobile Time portal. In 2018, the number of bots on the market was 17 thousand.
This difference shows the potential for using bots in various functions. Bots are part of Artificial Intelligence, specifically part of the AI, called Computational Intelligence.
Chatbots, programmed to interact in conversations with humans, are the most used bots in companies.
What are bots for?
The growth in the number of bots launched shows not only the maturation of the market for the use of virtual robots, but also the potential of using them to automate processes and replace the human labor, which can now be targeted for use in more complex and creative tasks.
The interaction with humans is the main reason for the adoption of bots by companies. According to the survey conducted by the Map, 95% of bots are text and 70% voice.
There are some areas where bots are most used, in marketing and sales. Let’s comment a little on each one. Check out!
Bots, as stated earlier, can replace repetitive tasks by automating processes. In marketing and sales, where they are most used, they can be inserted in several stages of a sales process, helping leads until closing.
In this case, they are assistants in the sales funnel, creating a powerful system with virtual robots and human beings, increasing conversions.
Thus, professionals can start working in the final stages of closing and in customer service, in more specific orders, that robots would have to have more complex schedules.
The integration with Facebook Messenger and Whatsapp allowed new possibilities of use to be realized. Lead qualification is one of them, as bots can direct you to other stages of the funnel or lead to conversion.
Regardless of the type of business, everyone can benefit from using bots. E-commerces, being exclusively online companies, are one of the main markets that adhere to the use of virtual robots to qualify their leads, reducing the time spent by attendants and salespeople.
Large brands, with several stores, can, for example, refer customers who contact them to the nearest store or franchise.
In the case of customer service, bots can refer customers as needed. They can assist in the process of making exchanges, making new purchases, checking where the order is, etc.
Rogers Communications, for example, resolves 70% of customers’ ticket openings using bots.
One of the best known (and awarded) chatbots in London is Lu, from Magazine Luiza. It acts by informing about stages of the delivery process.
The Map also identified that 95% of companies create bots for SAC’s, while 76% are implemented for sales. In both cases, cost reduction is one of the main reasons for companies to implement bots in their processes.
We will comment more on other reasons for the rapid success of bots in the next topic.
What are the advantages for companies?
Bots are becoming popular because they are simple to program and bring excellent results (provided they are well programmed) at a lower cost than investing in people and training.
Therefore, some are even programmed to do negative things, such as sending spam or extracting sensitive data. And they can also be easily manipulated, like the virtual robot created by Microsoft to act on Twitter, which, due to being poorly programmed, ended up posting, at least, unpleasant messages.
The biggest advantages of using bots are precisely in reducing costs and improving the quality of delivery of repetitive tasks. That’s because people feel the need to face challenges and create new things, getting bored easily.
In this case, the difference in the quality of care between a virtual robot and a person who spends the day answering the same questions, for example, is significant.
And the public, too, is also adapting to the use of virtual robots to meet their needs. In a survey conducted by Ubisend in 2016, it found that 65.1% of respondents preferred some type of instant communication (such as SMS) than phone calls to close deals.
In this case, a bot can be programmed to send these messages, failing to displace an employee to make these phone calls.
But these are not the only advantages of using bots. They are able to obtain more qualified leads, increasing conversions. They can also distribute quality content, in a Digital Marketing and Content Marketing strategy.
CNN, for example, is able to deliver personalized news on Facebook Messenger from those who interact with its bots, using the social network to create relationships with its customers.
Other than that, there is still an increase in the productivity of the teams, which manage to increase their efficiency by inserting bots in their processes.
The benefits and popularization of bots are just beginning. The tendency is that the adhesion of companies to virtual robots, mainly to chatbots, will be even greater in the coming years.
Big tech companies, in fact, are betting on bots to continue dominating the market, as we saw in the case of Microsoft. Google is one of those that bet on them to optimize the work.
We have separated an article that is a case study of the company and explains how Googlebot is used millions of times daily worldwide. After all, how does Google know so much about so many things?