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The challenges your brand should prepare for if you plan to use chatbots

Chatbots represent an interesting bet for brands in order to cover various tasks, so data such as the one highlighted by LinkedIn (taking information from Gartner) is not surprising with respect to the fact that this year more than 50 percent of companies will invest in a annual in this technology and in the development of bots in general than in the development of apps for mobile devices. However, adding this technology may not be as simple a task as installing a program on a computer, there are a number of challenges that have arisen for those who have been using them for a long time and that cannot be lost sight of if you want to make the best decisions about it. Here are some of the main considerations.

As highlighted by various specialized platforms on the subject, these are the challenges that the use of chatbots can impose on businesses for issues such as customer support:

The way people write

According to Chatbots Life, one of the first obstacles that brands that add to this technology can encounter is the processing of people’s messages due to the way they write. Different people have their prow ways of writing, they can be short sentences, long sentences, large paragraphs, small ones, etc. With this, it can be complex to understand the intentions of the users.

With this in mind, for those responsible for the implementation questions arise such as: when should you respond? How long should you wait to understand the person? And how much text must you gather to understand the answer?

In relation to the previous point, the user’s language is another point that can be converted into an that because when it comes to talking to a person, this action is taking place with an individual who is totally unique. Each one has their own way of mastering the language, using jargon, slang or using certain words that are their favorites, they also have words that they misspell, use short forms of words, use words from other languages, among other things. When it comes to creating chatbors that speak to a human in the same way, all the above elements must be dealt with.

Given this, for those responsible, doubts may arise regarding whether they should focus on the masses, create a user segment, work with buyer persona profiles or consider the expectations that are had about the technology.

A third point that can be challenging for brands that want chatbots is NLP or Natural Language Processing. According to the same source, the current state of this technology is not yet optimal to face the previous points and this considering that the developments take place in the English language because for Spanish or another things can be seen more distant.

Although sections such as synonyms and the extraction of entities have been taken care of, the mixture of the local language, the words, the jargon that is added to the vocabulary with great speed still must be considered and pending.

For those who want to bet on chatbots, it should be considered how long it will take for them to evolve to the level of an average human in terms of conversation; you also have to consider how well they can be used.

Understand emotions and feelings

Entering a second block of challenges, from Shane Barker’s blog it is highlighted that the fact that chatbots fail to understand emotions and feelings can be a problem for brands. Getting it wrong can have a major business impact.

And it is that identifying emotions of users can be extremely complex, whether the communication is by text message or by voice message.

Until now, the best solution for this challenge is to train technology based on Artificial Intelligence so that it can better identify people’s feelings and emotions and respond accordingly. Although it must be taken into account that this takes time and resources.

Now, from Inform Communications it is shared that another important challenge for chatbots can be to make them profitable. According to this source, the cost will even be the main challenge to overcome, especially if you want to sell the idea of ​​adding one to the board of directors. Beyond the benefits that can be presumed for these elements, the issue of who will pay for it remains.

You can consider building one on your own using free software. Although this has its considerations, such as ending up with a lower-than-expected product, which has hidden costs that will soon come to light.

On the other hand, you have the option of resorting to professional development of chatbots, which can be expensive depending on the situation of the company. So the challenge you have is to convince your superiors to add it.

It should be noted that there are already documented success stories that can help with this process.

The same source refers that there is also the challenge of security with this technology. The flats must have a robust system from the beginning due to the type of. Information that they can deal with. But not only that is what should be considered, the fact that users are waiting for certain security measures or protocols for these channels that make use of their personal information also comes into play. Anything that is not safe will not be considered for use by most people.

With the above in mind, one way to address this challenge is to ensure that security measures are in place, such as end-to-end message encryption, two-step authentication, or biometric authentication.

Get people to like you

Finally, in order to overcome this challenge, a significant effort is required, since it requires that it go from being just another element to actually offering something to users with which they really want to interact, either through voice or messages. texts. Of course, this does not mean that you should create a practically human assistant, but it must be taken into account that users will prefer to interact with chatbots that provide relevant and high-quality answers rather than one that is simply very friendly with them.

There are at least 5 key elements that it must cover to become a valuable tool for the user, these are: usefulness, identification, precision, trustworthy and pleasant.