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,This report is a collaboration between Drift, SurveyMonkeyAudience, Salesforce, and myclever. Weve teamed up toshed some light on how chatbots are changing the waypeople buy from and communicate with businesses.The survey referenced throughout this report was conductedusing SurveyMonkey Audience from October 30 throughNovember 6, 2017 in the United States with a sample of 1,051adults ages 18-64. The sample was balanced by age andgender according to the US Census and is representative ofthe adult online population.,2018 State of Chatbots Report,2,25 31,01,The Problems With Traditional Online Experiences . . . . . . . 9,02 Chatbots: Predicted Uses and Potential Benets . . . . . . . . 14,03 Blockers to Using Chatbots . . . . . . . . . . . . . . . . . . . . . . . . . .04 Chatbots vs. Other Communication Channels . . . . . . . . . . .,05 Conclusion & Key Takeaways . . . . . . . . . . . . . . . . . . . . . . . . . 47,Table of Contents00 Introduction: Rise of the Chatbots . . . . . . . . . . . . . . . . . . . . . . 4,2018 State of Chatbots Report,3,Introduction: Rise of the Chatbots,00 Report,2018 State of Chatbots,4,The way people communicate withbusinesses has been evolving at arapid pace.For years, in-person meetings andphone calls were the dominantmeans of communication. Then, withthe rise of the internet, a multitude ofnew options became available, fromemail, to social media, to mobile apps,to lling out a form on a website andwaiting for a follow-up.More recently, the rise of real-timemessaging has led to a fundamentalshift in how people prefer to connectwith businesses.,5,Drifts State of ConversationalMarketing report, for example, foundthat people from all 195 countries areusing online chat to startconversations on business websites.And that includes people who work atcompanies of every size, sector, andnearly every industry, as well as keydecision-makers (41% of peoplestarting online chat conversationswith businesses are executives).41%59%2018 State of Chatbots Report,What all of these communicationchannels have had in common,including online chat, is that theyvetraditionally relied on humans to dothe communicating.But now that chatbots have arrived onthe scene, this dynamic is starting tochange.Chatbot | noun.A computer program designed tosimulate conversation with humanusers, especially over the internet.,Many chatbots rely on articialintelligence (AI) in order to simulatehow humans communicate. Morespecically, intelligent chatbots oftenrely on machine learning, which iswhen a computer program canautomatically improve withexperience, as well as naturallanguage processing (NLP), which iswhen machine learning is applied tothe problem of simulating human-produced text and language.And while chatbots have been indevelopment since the 1950s, only inrecent years have businesses startedusing them for communicating withcustomers and potential customers.2018 State of Chatbots Report,6,l,Te,ep,ho,ne,Em,ai,l,eb,W,s t i,e,ce,Fa,t,- o,- a f,ce,O,nl,e,in,ch,at,M,i,ob,le,ap,p,So,al,ci,m,ed,ia,Ch,at,ts,bo,O,th,er,28%15%2%2018 State of Chatbots Report,30%,38%,39%,54%,60%,60%,Business Communication ChannelsHow have you communicated with businesses in the past 12 months?,0.67,In our survey, we found that 15% of consumers have usedchatbots to communicate with businesses in the past 12months.While thats one quarter of the amount whove used phoneand email to communicate with businesses over the sametime period, its still a signicant number. And in the monthsand years to come, we expect that number to growconsiderably.Keep reading to nd out why.,2018 State of Chatbots Report,8,01,The Problems With Traditional,Online Experiences,2018 State of Chatbots Report,9,Just like any emerging technology, chatbots will only becomewidely adopted if its shown that they can solve realproblems. Otherwise, the novelty will eventually wear o.So in order to better understand where the opportunity liesfor chatbots, we asked our 1,000+ survey participants to thinkabout the online services they use today, such as searchengines, product/service websites, and mobile apps. Thenwe asked them:What frustrations have you experienced with these onlineservices in the past month?,2018 State of Chatbots Report,10,2018 State of Chatbots Report,18%,24%23%22%,28%27%26%,31%,34%,Problems With Traditional Online ExperiencesWhat frustrations have you experienced in the past month?,Sites hard to navigateCan't get answers to simple questionsBasic details about a business are hard to ndTakes too long to nd servicesPoorly designed smartphone appsSearch options on a brand's website not usefulServices not accessible on mobile devicesPoor quality online forms,Services feel impersonal,16% No service outside normal operating hours10% Brand is unresponsive on Twitter,11,The most common frustrations reported by consumersincluded websites being hard to navigate (34%), not beingable to get answers to simple questions (31%), and basicdetails about a business - like address, hours of operations,and phone number - being hard to nd (28%).The takeaway: The online experiences businesses areproviding no longer match the way people prefer to buy.,2018 State of Chatbots Report,12,In the on-demand, real-time world we live in, whereeverything seems to be just one click away, consumersexpect to be able to nd the information theyre looking forquickly and easily.When they cant, they get frustrated, and could end upturning to competitors who are providing the type of onlineexperience theyre looking for.,2018 State of Chatbots Report,13,02,Chatbots: Predicted Uses andPotential Benets,14 2018 State of Chatbots Report,Now that we understand the main problems consumers havewith traditional online experiences, lets look at if (and how)chatbots can actually solve these problems.Predicted UsesIn our survey, we provided a brief description of howchatbots work and the types of tasks brands and businessesuse them for. Then we asked our participants:What do you predict you would use a chatbot for?,2018 State of Chatbots Report,15,2018 State of Chatbots Report,Getting a quick answer in an emergencyResolving a complaint or problemGetting detailed answers or explanationsFinding a human customer service assistantMaking a reservation (e.g. restaurant or hotel)Paying a billBuying a basic itemGetting ideas and inspiration for purchasesAdding yourself to a mailing list or news serviceCommunicating with multiple brands using one program(none of these things)Buying an expensive item,0.4,14%13%,18%,22%22%,29%27%,37%35%35%34%33%,Predicted Use Cases for ChatbotsWhat do you predict you would use a chatbot for?,16,The most common predicted uses for chatbots thatconsumers reported included getting quick answers toquestions in an emergency (37%), resolving a complaint orproblem (35%), and getting detailed answers or explanations(35%).Its also worth noting that 34% of consumers predicted thattheyd use chatbots as a means for getting connected with ahuman.,2018 State of Chatbots Report,17,The takeaway: Theres alignment between consumersfrustrations and their predicted use cases for chatbots.Consumers want to be able to use chatbots to surfaceinformation and get answers quickly and easily.And if a chatbot doesnt have all the answers, consumerswould like that chatbot to be able to connect them with ahuman.,2018 State of Chatbots Report,18,Potential BenetsBeyond how consumers predict theyll use chatbots, we alsowanted to know about the specic benets they thinkchatbots will be able to provide. So we asked our surveyparticipants the following question:If chatbots were available (and working eectively) for theonline services that you use, which of these benets wouldyou expect to enjoy?,2018 State of Chatbots Report,19,8%,32%,37%35%,43%43%,64%55%55%51%2018 State of Chatbots Report,Potential Benets of ChatbotsIf chatbots were available (and working eectively) for the online services thatyou use, which of these benets would you expect to enjoy?,24 hour serviceGetting an instant responseAnswers to simple questionsEasy communicationComplaints resolved quicklyA good customer experienceDetailed / expert answersAnswers to complex questionsFriendliness and approachability(none of these) (none of these),20,By far, the most common potential benet of chatbots thatconsumers pointed to was the ability to get 24-hour service(64%). That was followed by getting instant responses toinquiries (55%), and getting answers to simple questions(55%).The takeaway: Its clear that consumers see chatbots asbeing able to provide that real-time, on-demand experiencethat theyve been craving.,2018 State of Chatbots Report,21,However, that doesnt mean chatbots are poised to replacehumans. Because when it comes to getting expert answers,answers to detailed questions, and overall friendliness/approachability, chatbots ranked much lower. Those areareas where humans will continue to shine.Potential Benets: Millennials vs.Baby BoomersHeres something that might surprise you: The benets ofchatbots that consumers expect to enjoy dont vary toowidely between age groups. More specically, it isnt justyoung people who see the potential benets of chatbots.,2018 State of Chatbots Report,22,24 hour service,Getting an instant responseAnswers to simple questionsEasy communication,Complaints resolved quicklyA good customer experience,Detailed / expert answers,Answers to complex questions,Friendliness and approachability,(none of these),0.72018 State of Chatbots Report,13%,29%,36%,38%,61%64%,58%,5%,33%,33%38%,37%,46%45%,38%,51%52%48%52%,66%,MillennialsBaby Boomers,Potential Benets of ChatbotsMillennials vs. Baby Boomers,23,When we compared responses from Millennials (age 18-34)and Baby Boomers (age 55+), we found that Baby Boomerswere 24% more likely to to expect benets from chatbots inve of the nine categories we looked at.The takeaway: Chatbots arent just for Millennials. This atechnology that has the potential to improve onlineexperiences for all consumers, regardless of age.,2018 State of Chatbots Report,24,Blockers to Using Chatbots,03 Report,2018 State of Chatbots,25,Despite the many uses and benets that consumers predictchatbots will be able to provide, the mass adoption ofchatbots isnt a foregone conclusion.Especially when you consider how new the technology is, itsunderstandable that consumers would have some concerns.So, we felt it was important for us to ask our surveyparticipants the following question:What would stop you from using a chatbot?,2018 State of Chatbots Report,26,2018 State of Chatbots Report,3%,24%,27%26%,30%,43%,Id prefer to deal with a real-life assistantI'd worry about it making a mistakeIf I could only access it through FacebookId prefer to use a normal websiteIf it wasnt able to chat in a friendly manner,15% a chatbot,Nothing would stop me from using Nothing would stop me from using a chatbotOther Other,Potential Blockers to Using ChatbotsWhat would stop you from using a chatbot?,27,The most common potential blockers to using chatbots thatconsumers reported included preferring to deal with a humaninstead (43%), worrying about the chatbot making a mistake,such as during a purchase or while making a reservation(30%), and being locked into using chatbots only throughFacebook (27%).However, its also worth noting that 15% of consumers saidnothing would stop them from using chatbots. And that gurewas consistent across all age groups.,2018 State of Chatbots Report,28,The takeaway: Not all consumers are ready to abandonhuman-to-human interactions entirely, and some arent surethey trust the technology to perform certain tasks withoutmaking mistakes.Also, if consumers could only access a chatbot through aspecic social network, that could be a deterrent to adoption.But heres the thing: As a business, it doesnt have to beeither/or,2018 State of Chatbots Report,29,You can use chatbots where they make sense (e.g., forproviding quick answers to simple questions) and then havehumans step in when theyre needed.Whats more, you dont have to rely on a specic socialnetwork like Facebook in order to provide customers andpotential customers with access to a chatbot. These days,you can have chatbots operating directly on your website,and you can use hyperlinks to make it easy for people totrigger chatbot conversations from any social network.,2018 State of Chatbots Report,30,04,Chatbots vs. Other,Communication Channels,31 2018 State of Chatbots Report,While not all consumers are ready to trust chatbots entirely,most still acknowledge that chatbots are poised to provideseveral benets that can enhance their online experiences.And its clear that one of the major benets consumers seewhen it comes to using chatbots is speed:They believe that chatbots will be able to respond to theirinquiries more quickly.,2018 State of Chatbots Report,32,From a business perspective, theres a massive upside toproviding speedy response times. As research fromInsideSales and the Harvard Business Review shows,even if you wait just ve minutes to respond after a lead rstreaches out, theres a 10x decrease in your odds of actuallygetting in touch with that lead.After 10 minutes, theres a 400% decrease in your odds ofqualifying that lead.,2018 State of Chatbots Report,33,So as part of our survey, we wanted to see how expectedresponse times for chatbots compared to expected responsetimes for other communication channels. The question weasked:How soon would you expect to get a response on each ofthese communication channels?,2018 State of Chatbots Report,34,O,nl,e,in,ch,at,Ch,at,ts,bo,ce,Fa,t,- o,- a f,ce,l,Te,ep,ho,ne,Ap,ps,So,al,ci,m,ed,ia,eb,W,rm,fo,Em,ai,l,t,Le,te,r,2018 State of Chatbots Report,Response Time by Communication ChannelHow soon would you expect to get a response on each of these channels?0.8,
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