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Most chatbots fail because of an unclear purpose and poor planning. Forrester Data reveals 57% of firms globally are already using chatbots or plan to begin doing so this year. Many fail to use them properly due to common mistakes like not clearing defining their purpose; setting goals that are too ambitious for existing tech capabilities; and launching them before they are ready. Marketers should not give up and stop experimenting, though: when planned and executed well (see data spotlight below), there are ways for chatbots to deliver business and customer value.
These priorities will help firms win in the age of the customer. Customer-obsessed companies have the highest median three-year growth in sales, but only 13% of firms have achieved this level of customer obsession. Companies that focus on driving revenue with CX, differentiating with digital, and building an insights-driven organization will pave the way for success.
Build customer loyalty with empathy and human interactions. Companies with a reputation for great service forge strong emotional bonds with their customers, which ultimately feeds brand advocacy. The human elements matter but organizations can also improve emotional engagement with the right blend of technology and tools. For example, forward-looking brands will augment human customer service with AI to deepen the understanding of customer attitude and emotions.
The GDPR countdown is on. One year. That is how much time companies have to act on the new set of privacy rules formed via the GDPR, and every organization doing business with EU customers — regardless of its location — will need to make changes to comply with the new rules. Listen to this new Forrester podcast to learn about the impact and how global businesses can prepare for the change.
Top mobile enterprise applications services providers evaluated. In Forrester’s latest vendor landscape, analysts found that mobile app investments have come a long way, but that due to a broad range of options, choices are evolving as the market consolidates. This research outlines the market and provides insight into the many mobile app provider options and how each are most useful.