Day: March 9, 2023

The automation of communication is a reality that is evidenced by the  quick, short and direct messages that customers receive from chatbots  when they make a query or request information from companies through their official channels such as Facebook Messenger or the hotline. from WhatsApp Business.

The use of this type of technology, most of the time with artificial intelligence so that the assistant learns and incorporates new answers according to what they ask,  has allowed companies to improve and be more efficient in customer service , since their answers They are immediate, they are available all the time (24/7), they attend to many requests at the same time, they are constantly improving, they can offer personalized treatment based on historical data and, additionally, they represent cost savings.

Banks, cooperatives, service companies, government entities, educational centers and, in general, companies in the construction and retail sector  already  have a virtual assistant in their digital channels.

Some examples of  chatbots that today answer customer questions  and guide them are:

• Pronto de Protección:  it is programmed to provide information on topics such as pension advice, withdrawals, certificates, layoffs, voluntary savings and balance inquiries. To start a conversation, give several options for the client to choose the one that fits their requirement. In the event that the request cannot be resolved, Pronto refers the client to another adviser for assistance.
• Eva from Novaventa:  the Grupo Nutresa product catalog has this virtual advisor on its website to advise mothers who work with the catalog. After the greeting, Eva tells them that they should not send her photos, videos or audios and asks for their identity document in order to help them.
• Tabot de Bancolombia:  this assistant provides advice to customers on the virtual branch, TRM, credit cards, service points, request for bank references, change of main password, alerts and notifications, among other topics.
• Seguros Sura Colombia:  in order to respond more quickly to user questions, it has enabled a WhatsApp line in which today it provides information on services related to COVID-19, EPS programs and procedures. Step by step guides the user in what they need.

Although this technology is on the rise and represents great advantages for both clients and organizations, Alejandro Páez, Director of Development at 1cero1 Software, recommends that before  implementing a chatbot, consciously analyze whether most of the questions users ask are similar and frequent , this will serve to structure the answers by thematic blocks and will facilitate the good performance of the virtual assistant.

If, on the other hand, many of the questions are very specific, infrequent, and the assistance of an expert is needed for their solution, it is preferable not to have a chatbot because many times it will not be able to give the answer and help that the client is looking for, which it will not be a good experience for customers.

In addition to this, it is key to define  which of the company’s virtual channels will have a chatbot and what type of information or advice they will provide , because as with relationship strategies and digital marketing, if there is no clarity about the objectives and what that you hope to achieve with this type of assistants, it is more likely that mistakes will be made that may even affect the image, credibility and reputation of the company.

Therefore, to take advantage of all the advantages offered by virtual assistants in the correct way, it is essential to seek advice and work with developers who have experience and guarantee their proper functioning.

During confinement, TikTok has positioned itself as the reference social network. His bet from him is to allow users  to create, edit and share videos between 15 seconds and 60 seconds , thus revealing their creativity to tell different situations. With the use of effects, filters, sounds, license-free music and other tools, they generate unique and fun publications.

The most popular videos are musical ones, however, it is not the only way it offers to generate content and entertain followers, who are mainly between 16 and 24 years old. Yes, the so-called generation Z or  centennials  is the target audience of this network, although every time there are other generations that are beginning to have a presence here.

Seeing the success and reception it has had among audiences, several companies and brands in the world began to wonder and analyze whether it was relevant and strategic to have a profile and generate conversations on TikTok.

Currently, several brands have done so because they saw in this network a new opportunity to communicate differently and with a fresher tone with their audiences. In addition, after studying it and understanding how it works and what its dynamics are -this is key to making the decision-, they understood that it  is a good tool for their marketing strategies because:

• Compared to networks like Facebook or Instagram, it has greater organic reach, that is, the brand’s video can reach more users, not just followers.
• Original, funny videos that know how to take advantage of the different effects and tools of TikTok go viral. This gives greater visibility and notoriety to the brand.
• It allows to attract and capture the attention of the younger public.
• Through challenges, contests, and hashtags, users can create fun content for the brand. They can also join challenges set by others to gain more visibility.

Some of the brands that today have a profile in this network and generate unique strategies are:

Other brands that are doing well and worth reviewing if you want to have a TikTok strategy are:  Puma ,  Ralph Lauren ,  Mercedes-Benz  and  Walmart .

In Colombia, for now there are few brands that have decided to be strategically in this social network, among these are  Galletas Festival , Chocolates Jet and  Bon Bon Bum .