Chatbots: la nueva revolución que ya está explotando en el sudeste asiático

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CLAVES:

  • El llamado social commerce ya está fuertemente enraizado en la economía de sociedades del sudeste asiático, como es el caso de Tailandia.
  • En este entorno, las compañías de estos países ya se han dado cuenta del enorme potencial que representan los chatbots.
  • Apps como WeChat ya son muy populares en la región y se utilizan para realizar pedidos a través de mensajes de texto.
  • La magia de los chatbots reside en que imitan el interfaz de una conversación humana real, como las que las personas mantienen a diario a través de apps de mensajería.

Actualmente, Facebook ya está probando en Tailandia su nuevo sistema de pagos basado en mensajes de texto, y, como consecuencia, todo el Sudeste asiático está empezando a darse cuenta del creciente potencial que esta herramienta puede representar para el llamado “comercio social” (“social commerce”).

Los mensajes están comenzando ya a dominar todos los ámbitos de la actividad social online, por lo que no es sorprendente el hecho de que todos los negocios empiecen a mirar la forma de trasladar a esta plataforma todos sus procesos informativos y comunicativos, a la vez que la utilizan para comprender mejor a sus consumidores y facilitarles la compra.

La siguiente fase en esta revolución tecnológica está clara: los robots automatizados van a ser capaces de interactuar con los consumidores para ayudarles y guiarles en el proceso de compra, simulando una conversación humana real y llevando a cabo las tareas más repetitivas.

Pongamos por ejemplo que un consumidor necesita ayuda para encontrar unos zapatos que encajen con un traje. Imaginemos que éste pueda escribir un mensaje de texto en el chat en el que escriba “¿qué zapatos encajan con este traje? seguido de una foto en la que aparece dicha ropa. Entonces un algoritmo sea capaz de analizar de forma instantánea la imagen y responder con tres opciones diferentes que casen con ese criterio. En ese momento el usuario podría realizar la compra sin ni siquiera tener que salir de la app de mensajería. Los negocios estarían entonces siendo capaces de verdad de ofrecer un servicio cómodo, rápido y fácil de usar.

¿Qué hacen los chatbots que existen hoy en día?

Actualmente, existen varios tipos de chatbots en la esfera del comercio electrónico. Cada uno de ellos destinado a propósitos diferentes, como son la respuesta de consultas del cliente, ofrecer recomendaciones de productos o simplificar el proceso de compra. Existen varios ejemplos de lo que ya están ofreciendo algunos de los chatbots que existen en la red:

Facebook Messenger

Cuando Facebook anunció que iba a integrar sus prestaciones en el área de comercio electrónico con su popular app de chat, en la pasada conferencia F8 celebrada en Abril, su CEO Mark Zuckerberg demostró lo rápido y fácil que podría ser mandar un ramo de flores utilizando este servicio.

Los negocios ya están invirtiendo una parte importante de sus presupuestos de marketing en el mantenimiento de páginas personalizables de Facebook para mejorar su imagen de marca y dirigir tráfico hacia sus páginas webs, por lo que es una transición lógica que también adopten los chatbots que ofrece la propia aplicación nativa de mensajería de Facebook en lugar de desarrollar los suyos propios.

Fuente: Facebook
Fuente: Facebook

Kik

Kik es otra red social que ha incrementado su popularidad en Estados Unidos, en los últimos tiempos, alcanzando más de 270 millones de usuarios. Su servicio de chatbot ha llamado la atención de bastantes compañías bien conocidas. Una de ellas ha sido Sephora.

El chatbot no solo ofrece un método de compra, sino que también permite a los usuarios realizar cuestiones relacionadas con el ámbito de la belleza o recibir consejos y recomendaciones de productos. Los mensajes automáticos incluyen emoticonos lo cual le otorga a la conversación una apariencia de estar interactuando realmente con un representante humano de la marca.

Fuente: Kik
Fuente: Kik

WeChat

Con más de 760 millones de usuarios activos al mes, WeChat se ha posicionado como la app de mensajería dominante en China. Sin embargo, sus prestaciones van mucho más allá del simple chateo. Sin tener que abandonar la app, lo usuarios pueden pedir comida, ordenar un taxi o pedir cita con un doctor. Por otro lado, también pueden seguir a sus marcas favoritas y pagar sus facturas con sólo nombrarlas.

A través de WeChat, Nike creó un chatbot que ofrece a sus seguidores novedades e información sobre la compañía comunicándose de forma permanente con el usuario.

Fuente: WeChat
Fuente: WeChat

¿Revolución en Asia? ¿Por qué es ahora el momento de los chatbots?

Uno de los principales factores que está dirigiendo el comercio electrónico mundial y la posible próxima revolución de los chatbots en el sudeste asiático es el creciente número de personas que cada vez están usando más internet en la región.

Los 199 millones de usuarios de internet que había en 2014 se prevé que puedan aumentar hasta los 294 millones en 2017 y dentro de los 150 millones de consumidores digitales que buscan productos online, dos tercios de ellos realizan también las compras finales a través de ese mismo medio.

Fuente: Frost & Sullivan
Fuente: Frost & Sullivan

Por otro lado, el móvil es el rey para los consumidores digitales asiáticos. Los tradicionales métodos de comercio electrónico (abrir el navegador, navegar a través de las diversas opciones de la página web, introducir los detalles e información personal para la compra, etc.) todavía se perciben como un proceso tedioso y poco adaptado a la naturaleza de los dispositivos móviles, entre otras cosas porque suelen contar con pantallas de pequeño tamaño y poca capacidad de multitarea.

Por tanto, las empresas van a necesitar encontrar una solución alternativa que asegure que el proceso de compra se simplifica y adapta totalmente al uso de esos dispositivos. El interfaz de los chatbots suele estar muy adaptado al comportamiento de los consumidores en los dispositivos móviles, llevando a cabo conversaciones en cualquier momento y lugar. Por tanto, podría representar quizá esa oportunidad alternativa que se está buscando.

Un usuario saturado de aplicaciones.

Con la llegada del iPhone en el año 2007, las apps empezaron a jugar un rol muy importante en cualquier negocio y tecnología, contribuyendo a generar en el consumidor cierta dependencia de los teléfonos. Pero el caso es que progresivamente los consumidores se han ido cansando de la enorme avalancha de nuevas aplicaciones que han ido surgiendo, dándose cuenta de que, lejos de simplificar sus vidas, este fenómeno lo que estaba provocando es una amalgama de apps a instalar de las que finalmente no se tiene tiempo o ganas de utilizar y por tanto, no son necesarias.

Por otra parte, para las marcas, desarrollar una app propia supone un importante coste económico y de recursos destinados no sólo a su desarrollo si no al mantenimiento de la app, a labores de marketing, etc.

En este entorno de saturación tal de apps en los stores de Apple y Android, está resultando cada vez más complicado para los nuevos players el ganar algo de visibilidad dentro de este enorme ruido.

Sin embargo, utilizar los chatbots de las apps de mensajería que ya existen en la actualidad es atractivo porque te evitas realizar una ingente cantidad de trabajo que otros ya habrán hecho por ti. En el caso del sudeste asiático, existen 73 millones de usuarios de la app Line (similar a Whatsapp). Los chatbots integrados ofrecen a las empresas la oportunidad de acceder directamente a todo ese volumen de usuarios sin necesidad de forzar a los potenciales clientes a descargarse una app nueva.

Además, estas compañías proporcionan plataformas abiertas para desarrolladores con lo cual es fácil para cualquier nuevo negocio crear su propio bot sin necesidad de aplicar las habilidades y los recursos técnicos necesarios para construir uno desde cero. Además, la plataforma ya está adaptada para acceder a los datos del consumidor, un sueño para cualquier negocio. Con toda esta evidente versatilidad, a la que se suma la posibilidad de añadir anuncios de Facebook para la audiencia target, basándose en datos y criterios prefijados por cada negocio, se facilita mucho la personalización y la segmentación de usuarios para las compañías.

Una sociedad basada en el comercio social.

La economía en el sudeste asiático ya está fuertemente enraizada con el uso del social commerce y ha venido de la mano de un conjunto de marketplaces construidos al albor del auge de las redes sociales. De acuerdo con Bain & Co, en este año más del 80% de los consumidores digitales de la región ya han utilizado las redes sociales o las apps de mensajería para buscar información sobre productos o conectar con vendedores. Es más, las ventas a través de redes sociales ya representan el 30% del total de las transacciones online.

Tailandia es el mayor mercado C2C (consumer-to-consumer) del mundo y más del 50% de los consumidores que han participado en las investigaciones de Bain afirman que ya han comprado productos que descubrieron a través de redes sociales como Facebook o Instagram.

En la siguiente imagen podemos ver un ejemplo típico de una transacción realizada en Facebook: el usuario encuentra un ítem en el que está interesado y se pone en contacto con el vendedor de la marca que realiza el pedido a través del chat.

Fuente: eCommerceIQ
Fuente: eCommerceIQ

La magia de los chatbots está en que imitan la esencia de una conversación humana. Utilizan el mismo interfaz que las personas usan para hablar entre ellas a diario y de la misma forma en que estas lo hacen. Con respuestas en un lenguaje humano comprensible, utilizando abreviaturas y emoticonos, etc.

Todavía queda camino por hacer.

A pesar de que el pistoletazo de salida ya se ha dado, todavía queda bastante por hacer hasta que esta nueva tendencia se adopte por completo. Especialmente en los países de fuera de Asia, los usuarios todavía reportan ciertos problemas en sus interacciones con los chatbots que existen en la actualidad.

Estos chatbots todavía tienen cierta rigidez y pueden llegar a producir frustración en aquellos usuarios que intentan realizar preguntas más complejas, que todavía no pueden reemplazar el asesoramiento que ofrece un representante humano de la firma. Un ejemplo de estos casos son los problemas que algunos usuarios reportan con conocidos chatbots como Siri.

Por tanto, hasta que la inteligencia artificial no alcance un nivel de desarrollo capaz de reemplazar por completo la comprensión humana, va a ser complicado que el asesoramiento online se automatice al 100%.

ECOMMERCEIQ. The Rise of Chatbots: Targeting Southeast Asia’s Booming Chat Commerce Space. 21 de Julio de 2016 [consultado 27-07-2016]. Disponible en: http://ecommerceiq.asia/chatbot-revolution-in-southeast-asia-social-commerce/

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