April 2022 MA Interractive final | Page 15

COMPLACENT MARKETING sentiment better . Instagram is a discovery platform for customers to research and find products and services . The AI powered chatbot will allow brands to showcase their products and services , promote offers , upsell and cross-sell leading to higher sales volumes .
The AI powered chatbot on Instagram is similar to a sales representative and works in similar fashion to guide the customer to make a choice on a product or service . Customers can now find it easier to make decisions by quickly and conveniently comparing products and services and easing conversions . Easing the purchase journey via intelligent systems is also guaranteed to drive up repeat sales through quality leads and recommendations .
The power of AI makes customer recommendations easier as the automation has the power to collect and match customer data across the four Meta platforms and from Instagram app usage making it easier for the chatbot to remember and match purchases to previous orders and items viewed more effectively . This innovation also makes the purchasing process more seamless for users .
One of the most valuable uses of the AI chatbot is the customer service function that it offers . The most important things that matter to customers are speed and quality of service . Having both greatly enhances the overall customer experience . Speed is a primary metric for satisfaction and instant responses make a good impression on customers .
The Messenger API chatbot can also be customized by language and carry ads just like voice call centres . Complex queries that cannot be resolved via the chat box can also be quickly escalated to a live agent if necessary , reducing congestion at the call centres and matching queries to the skills of the respective service representative making it easier for customers to get help . This feature can easily help to improve brand Customer Satisfaction Scores ( CSAT ) and will perhaps be most useful for big brands and brands that thrive on e-commerce .
In the age of e-commerce , business never shuts its doors and asking customers to contact you or make purchases during working hours is simply asking them to seek other alternatives . The chat bot allows your sales efforts and customer support to be live 24 hours a day . The Instagram chatbot offers 24 / 7 instant customer responses and on one-on-one basis for the hundreds of messages at a time instantly cutting wait times , helping customers make purchases and resolve queries faster .
The Instagram AI driven chatbot can also trigger keyword-based conversations to generate user interest . Promoting keywords within the caption of the IG post prompts customers to use them within the chat in DMs making it easier to track keywords , trends and issues that drive the highest customer engagement and drive conversations .
This also makes it easier to configure the chatbot to respond to these conversation drivers to make it easier for customers to get responses . Using tags such as monthly cost , names of specific items such as 350ml lotion or references such as price of items can make it easier for the AI driven chatbot to find an item and even recommend similar matches from the page .
Tags also make it easier to start conversations with new and existing customers about specific products , push offers and discounts to customers based on their search or browsing history and even push ads to relevant audiences .
AI driven chats have the power to offer quick responses to frequently asked questions by popping up the question and responses even before a customer asks e . g . Do you offer delivery services for purchases ? Do you accept card purchases ? This cuts interaction time per customer allowing the chatbot to interact with more customers within the hour and preventing repeat logs .
Instagram is a powerful advertising tool and has a high power of influence . Running ads on Instagram with a callto-action ( CTA ) integrated with the chat bot can also increase conversion rates . The ads will automatically direct interested customers to the conversation flow , and they can make additional queries about the product or complete orders . Entering the chatbot allows the brands to collect customer information and offers information about popular or most requested products .
Using the Messenger API for Instagram also has some great benefits for the business and service teams . Automating responses means a significant number of queries will be resolved by the machine meaning the CSR teams can focus efforts on issues that require more personalized attention . This reduces repetitive , monotonous and mundane tasks for the team , helps improve productivity and reduces work pressure for the social care teams and community managers . Automation helps scale up the care process and can deliver more savings based on the size of your organization .
Using these new innovations can be useful to integrate messenger apps and thereby standardize quality of service across the platforms . Machine assistance also reduces the need to repeatedly train and recruit care agents in a high-turnover service industry . Decreasing turnover by reducing stress levels and taking away simple routine tasks from care agents can deliver benefits in terms of service and bottom-line for the organization and even for the brand .
Instagram will remain a powerful tool for brand experience . Creating great content for the page , attracting followers and keeping them engaged is a full-time job for any brand . Using automation can help to increase engagement and offer a rewarding and convenient experience . This simple integration into your marketing strategy can help build loyal customers by simply reinforcing the positive image that your audiences already have while impressing the new ones .
Making use of the Messenger API for Instagram is a shortcut to accessing multiple markets at a time , serving customers with different languages and delivering sales through multiple time zones with ease .
Today ’ s marketers need only take advantage of efficiencies such as the Instagram API to win in an increasingly competitive market space . To sustain longevity , you have to evolve . ■
Diana Obath is a seasoned Public Relations and Communications Specialist . You can reach her for this or related issues via mail on : ObathD @ gmail . com .
MAL 47 / 22 ISSUE 13