Even though AI-based voice assistants and chatbots have surged in every aspect of human life, they have a few inherent pitfalls it imposes on businesses.
Conversational AI and chatbots are revolutionizing the presales, sales, and after-sales processes of businesses. Integrating automated voice assistants and chatbots into customer journeys will have a tremendous influence on the customer experience. Moreover, it is an expensive investment that revolutionizes the work process and enriches the customer experience. B2B enterprises have started exploring the opportunities of automated virtual assistants to streamline their customer journey. CMOs should consider evaluating every aspect before integrating such tools into the enterprise tech stack because AI-powered conversational assistants and chatbots have a few inherent vulnerabilities that businesses could find challenging. Here are a few pitfalls of AI chatbots in B2B marketing:
Exposure to threats
Even if the DevSecOps teams develop a secure AI framework, there will still be a potential risk of security breaches. Without a robust threat detection and mitigation protocol in place, enterprises are increasing their exposure to potential threats. Implementing a user ID authentication process through two-factor authentication (2FA) or multi-factor authentication (MFA) will help to restrict access to unauthorized users. B2B enterprises have to develop stringent security protocols to protect their customer’s right to privacy while leveraging conversational AI and chatbots in their workflows.
Subpar design and user experience
Automated chatbots and conversation AIs in B2B marketing might result in poor customer experience. Because one of the most significant pitfalls of automated chat assistants is that the conversations occur, there may often lead to a dead end. Often AI chatbots have tremendous capabilities in them but yet they might underperform while delivering. The end user will just get a checklist of questions that they can ask, sounding more like an appointment generation questionnaire.
Neglecting behavior analytics
It is essential to gather all the customer data and analyze it to spot the patterns in B2B purchase cycles. However, a few enterprises forget to tune customers’ interaction with chatbots with buying signals. B2B purchase journeys are intricate and complex and include multiple touchpoints throughout the customer lifecycle. Conversational AI and chatbot interactions might lead to creating intent confusion inside a conversation. It can be a difficult task for the B2B marketing teams to determine the trigger points that leads to conversion. CMOs should consider implementing robust conversational AI tools to actively listen to the customer demands, accurately interpret them and reply with the most appropriate resolution. Integrating advanced behavioral analytics tools will help business to gather real-time data and human interactions. It is one of the most effective ways to improve the customer experience and identify the customer pain points in real-time.
Also Read: Leveraging Chatbots to Increase High-Quality B2B Leads
Lack of context in B2B interactions
Even though B2B enterprises look for businesses from other organizations, they need to understand that they are interacting with a human at the other end and not the entire organization. B2B purchase journeys are long with multiple people involved, but a few businesses consider those interactions transactions. This is where embracing conversational AI and chatbots in the marketing tech stack will be challenging; because of the intricacies of the B2B buying process. Conversational silos can be a significant pitfall when embracing AI-powered chatbots and voice assistants in B2B marketing workflows.
Lack of decision-making and empathy
Another flaw in integrating AI voice assistants and chatbots is that they lack decision-making ability. It limits the opportunities for AI bots in the presales, sales, and aftersales processes. Moreover, the lack of empathy might have negative effects on the customer experience. If the chatbot or conversational AI is not able to establish a connection with the customer, all the efforts and investment are down the drain.
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