Smart Bot : la Mobile Marketing Association France publie son guide sur les chatbots

  • Après les sites et les applications, les chatbots constituent-ils la troisième grande famille d’interfaces à développer sur les smartphones ? Afin de répondre à cette question, le groupe de travail « chatbot » de la commission Messaging de la Mobile Marketing Association France publie son dossier « Smart Bot ».

    Le dossier revient sur le concept de chatbot, propose une cartographie des différents membres de l’Association à même de concevoir ou d’enrichir un chatbot et dévoile également une étude sur les attentes des directeurs marketing ainsi qu’une dizaine de retours d’expérience d’annonceurs.

     

    Les principaux enseignements de l’étude sont :

    -Une majorité d’entreprises s’intéresse aux chatbots (41,5%) ou en aurait déjà lancé un (28%) et moins de 6% des personnes interrogées excluent le lancement d’une telle interface.

    -Les principaux objectifs recherchés par les entreprises sont l’amélioration de la satisfaction client (78%) et l’innovation (71%), loin devant les problématiques de réduction des coûts (35%), d’augmentation des revenus (33%) ou de notoriété (31%).

    -Les principaux usages sont le support client / CRM (66% et 50%) mais également l’information / promotion (59% et 40%). On note également des usages internes à l’entreprise tels que le support informatique (12%), les ressources humaines (9,5%) ou la formation (9,5%).

    -Les principales craintes des entreprises sont un “bad buzz” lié à une intelligence artificielle défaillante ou un désintérêt des utilisateurs. Les entreprises craignent également un manque d’expertise interne ou un manque de ressources financières.

    -Si le support mail, l’application ou le support téléphonique sont susceptibles d’être cannibalisés par le chatbot, la majorité des entreprises pense que ces canaux sont complémentaires.

    -Si 18% des entreprises excluent d’ajouter de la voix à leur chatbot (voicebot), 6% répondent déjà positivement et 37,5% estiment que l’avenir des bots est multimodal.

    « Près de deux ans après l’ouverture de Messenger Platform, plus de 200 000 bots sont déjà en activité. Mais si cette interface suscite l’intérêt des entreprises, elle n’a pas encore démontré tout son potentiel et les développeurs doivent poursuivre leurs investissements en rendant les chatbots toujours plus « smart » mais également en s’intéressant à d’autres plateformes telles que le SMS et son successeur, le RCS. » indique Jean-Philippe Gallet, Rapporteur de la Commission Messaging de la Mobile Marketing Association France.  

    « Chatbots et voicebots s’inscrivent dans l’émergence d’un nouvel âge des assistants qui prend le relais de celui des outils de recherche. Les marques doivent se préparer dès maintenant à ce nouveau marketing conversationnel en repensant non seulement leurs interfaces mais également toute leur relation avec leurs prospects et consommateurs. » ajoute Renaud Ménérat, Président de la Mobile Marketing Association France.

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