On April 14, 2020
If your company’s target audience remembers what it was like to use a rotary phone, you may be inclined to assume they will steer clear of conversational marketing platforms. Surprisingly, you would be wrong. Baby Boomers are embracing this new technology in ways that might surprise you. Believe it or not, according to a recent State of Chatbots, the generation is more optimistic about chat solutions than Millennials. So if you’ve thought you can ignore all the news about conversational marketing because of your older demo, think again. It might be the most important strategic shift your company makes in the next five years.
The key thing to recognize is not that Boomers are using chat solutions, but rather the fact they are finding value in them. Data shows they are drawn to this technology because of its positive impact on customer service, with 61% believing chatbots’ ability to provide instant responses to questions was a primary benefit. This goes beyond simple inquiries like, “What are your hours?” and “What’s the closest store near me?” Boomers are putting their faith in conversational marketing platforms’ ability to answer complex questions, too, with 38% believing the technology is capable – compare that to just 33% of Millennials feeling the same way. For companies looking to refine their lead qualification and generation efforts, these are promising results. If customers are asking more complicated and hard-hitting questions via chat, and getting good results, a company can use its platform to identify key consumer groups exhibiting favorable behaviors and guide them through a curated customer journey that ultimately results in a higher quantity of better quality leads. The more these consumers rely on bots when engaging with a company, the more data said company collects. This results in a more personalized experience for the consumer, which keeps them coming back, which means more data the company can gather… you get the idea. File this under “win-win,” please.
Don’t be discouraged that conversational marketing is aging the way of Facebook, though. 60% of Millennials have used chatbots, and 70% of those have had positive experiences. The word has spread, too. Of Millennials who have not used a chatbot before, more than half are interested. As much as Boomers find value in chat solutions’ abilities to improve their customer experience, Millennials find bots itch that instant gratification scratch like no other tech before. Plus, it’s not just getting an answer in an instant that draws them in. The answer is served up in the conversational, connected manner that blends seamlessly into the fabric of texts, snaps, comments and DMs that forms their day and the more they interact with a bot, the faster and more accurate their responses will be. They play a role in shaping the technology, and only to their benefit. If that’s not straight out of the Millennial playbook, what is? In fact, Millennials are driving us towards a future where, by 2020, 85% of consumers’ engagement with companies will take place without ever interacting with a real person, according to Gartner Research. No, they aren’t all agoraphobic; they just prefer to get what they want by themselves on their terms and timeline.
The data is clear – if your audience skews older, younger or all of the above, they will likely welcome your company’s evolution into conversational marketing. The question isn’t whether or not you should implement a chat solution. Rather, it’s what type of platform will meet the needs of your audience, and how can you ensure your product delivers on their expectations. If finding the answers to those questions sounds scarier than sitting through a Baby Boomer and Millennial debate the cost of going to college, fear not. Botco.ai is here to guide you on your path to building the bot that’s right for you. The market is changing so schedule your demo today.