I work at ValueFirst Digital Media Private Ltd. I am a Product Marketer in the Surbo Team. Surbo is Chatbot Generator Platform owned by Value First. ...

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I work at ValueFirst Digital Media Private Ltd. I am a Product Marketer in the Surbo Team. Surbo is Chatbot Generator Platform owned by Value First.

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By satyamkapoor |Email | Apr 9, 2018 | 8820 Views

The social media platforms seem to have caught up the imagination of most of the leading brands as a marketing strategy. However, al social media platforms can act as double-edged swords with both the positive and negative reviews attracting large viewership. In such situations brands actively pursuing digital marketing strategy need to respond quickly to any dissatisfied customer or negative review. Of all the available media, Twitter tends to outscore other platforms in terms of addressing customer grievances. To expedite this process and reduce the response time, Twitter is now giving the option of chatbots as an interface to give quick early responses.

According to, the chatbots can initially generate some automated customer service oriented messages bypassing the initial human interface. Subsequently these chatbots can filter those customers who need a live chat session with a representative of the company. Some of the leading brands like AirBnB and Tesco are utilizing the chatbot services to generate some relevant automated responses. However, one needs to use such platforms with due diligence in an era of consumer empowerment.


Quick response time is one of the biggest advantages of a chatbot platforms and it could go a long way in increasing customer satisfaction and assuaging their immediate anger or frustration. This could help brands generate goodwill and improved brand image. Additionally such automated response will also give a busy brand professional some breathing space to respond to a customer complaint or inquiry.


Chatbots are not Panacea for all

In the initial stages of this technology the brands need to have a cautious approach and as a matter of fact they can not be considered as a panacea for all. The reason is that these chatbots have less than 100 percent accuracy (ranging around 85%) at best and may fall short our expectations in the real world situation. Certain technically demanding or high risk brands may not be yet ready to take a risk of an inaccurate automated reply. Client facing B2C companies may be better positioned to use such a platform. However, more serious business involving B2B company with have to go slow on this new technology. The finances involved in giving shape to such a platform for B2B company with uncertain results may not justify the expenses in the early stage of this technology. Last but not the least we can not entirely do away with human interaction specially in some sensitive businesses.


Application of chatbot technology by brands needs a close follow up

Since the chatbot platform is dealing with an automated process with little room for emotions and human touch, the companies using this technology need to assess the customer response closely. The AI driven platform may completely miss out an emotionally charged customer and may end up giving more frustration or anger. Hence the companies opting for such a system must invest some time initially in analyzing and building algorithms and also monitoring the customer response to such an interface before a wider usage of the chat bot platform.


Go Simple in the beginning

It is always a great idea to start with simple tasks, which can be automated safely for such a platform. Like a chatbot may assist to reschedule an appointment or date of delivery of a product or say help in assisting a change of billing or shipping address. Since this platform is based on Artificial intelligence there is scope for a better customer interface and companies looking at providing a more satisfying customer tutorials can use these platforms better.


Most of the bigger social media platform like twitter or Facebook messenger are opting for chatbot platforms to improve their customer interface. However smaller brands and business need to closely study the pros and cons and the applicability to their individual businesses before taking the final plunge to use this technology. All said and done this is the future and with advancement and refinements the chatbots may find a wider user base.

Source: HOB