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CMS

Chatbots and CMS: Thriving your Enterprise’s Content Marketing Strategy

Isha Memon

Digital Transformation has given several businesses the renewed zeal of tapping into their target audiences with hopes of conversion. As discussed earlier, Digital Transformation is an enterprise-wide strategy to maximize the potential of technological innovations to streamline business processes and have a seamless revenue stream.

It is relatively easier for enterprises to get access to technological innovations or gadgets that can make a difference in productivity. Then, what differentiates a business from its competitor?

The answer is the ‘Content Experience’ of the potential client/customer.

According to Gartner, Content Management is the “process of creating, managing, and delivering content over one or more digital channels through the use of specific management solutions based on a core repository.”

It is the Content Experience that ensures your target client thinks of your brand that too when the time is right and becomes a loyal customer. In the era of Omnichannel communication, your target customer begins consuming content at an overwhelming rate.

How will then your target customer recall your brand?

Your content management system must be customized to your business objectives while facilitating a ‘personalized experience’ for your target audience to reduce the target user’s effort.

Not just any content management system, enterprises need to have a robust CMS that serves their end objectives. Businesses today need more than just a regular CMS. They need a chatbot powered CMS, which maximizes the content ROI while promising a personalized customer experience that builds loyalty.

Your CMS has enough fuel, the content, to power your content chatbots for a superior customer experience.

Google alone now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. - Internet live stats

Lesser the effort the potential customer makes, higher are the chances of his loyalty. - CEB study.

​For instance, IVR has been around for a long time to assist customers but it often becomes frustrating not to mention confusing. In addition, people often end up talking to a human agent if they can’t find what they were looking for which takes up a longer time.

It takes a long time for the IVR system to process what the caller needs. On the other hand, traditional or AI powered chatbot solves this concern in a jiffy by providing an intuitive caller experience. AI Chatbots use natural language processing (NLP) that help the bot understand the requests of the user even if the user uses regular language. Once the chatbot understands what the user needs, it redirects the user accordingly.

What is a Chatbot?

According to Techopedia, a chatbot is an AI program simulating human conversation using key pre-calculated user phrases and auditory or text-based signals.

Chatbots are widely used for:

  • Marketing Systems
  • Customer Service
  • Social Networks
  • Instant Messengers
  • Virtual assistants
How do Chatbots tie up in a CMS?

Before we understand how we can factor chatbots into a CMS, we need to understand the basic components of a Chatbot. Also, it is important to note that not each chatbot is powered by AI.

Contexts, Entities, Intents, Utterances and Responses are the five main components of a basic Chatbot. Context is the reason the user ended up interacting with the Chatbot in the first place. Entity refers to the ‘content’ or ‘the subject matter’ the user is talking about with the chatbot.

Intent is the desired final action the chatbot is supposed to make once th e interaction with the human is over. Utterances are variations of intents – same thing asked in different likely ways. These can be alternate questions in your CMS.

Responses are, as the name suggests, the intended answers to the ‘intent’ we have specified. These can be defined in the CMS. In fact, each component of a chatbot can be specifically configured in a customized CMS.

The information needed for the components is something the businesses usually have available; however, this content needs to be recreated in a way chatbots can use. It is important to centralize this content so it becomes structured, easily discoverable, personalized and can also be automated with relative ease.

Chatbot software allows to store this data in a centralized manner; however, storing this data in your CMS which permits the chatbot to connect with an open API connect is a preferable method. This chatbot can then pull the content through the API if your Enterprise Content Model facilitates structured content.

That’s why enterprises must understand how we can structure the content and organize it in a thorough process so the chatbots can utilize this inventory. Although, chatbots can be helpful for enterprises of all scales and sizes, enterprises that generate a large volume of content daily tend to benefit the most. 

Industry leaders such as telecommunication giant Vodafone, banking leader Bank of America, social networks like Facebook and several others have widely begun using chatbots and are already experiencing astounding results with accuracy.

However, before diving face forward into the world of Chatbots integrated with CMS, enterprises must consider these few points:

  1. Can human interaction be minimized or eliminated replacing the process with a Chatbot?
  2. Is the infrastructure ready to be integrated with the enterprise technology infrastructure?
  3. Can the chatbots easily integrate into existing CRM tools?
  4. Can the chatbots facilitate tracking of the visitor activity?
  5. Is the system private, secure and allows for access control?
  6. How humanly or empathetic does the content sound?
  7. Is it possible to allow a human to take over the query?

An Oracle survey involving nearly 800 decision makers across France, the Netherlands, South Africa, and the UK suggests that nearly 80% brands aim to use chatbots by the year 2020. There are many benefits of having a robust CMS equipped with chatbots:

  • Uninterrupted Live Chat with Potential Leads
  • 24x7 Customer Support
  • Bias free query resolution
  • Increase in Brand Recall Value
  • Increased employee productivity
  • Reuse and consistent exposure of enterprise content on relevant channels

And more…

Whether it’s about integrating traditional or NLP based intelligent chatbots into your legacy CMS or creating a chatbot ready scalable CMS from scratch, Cygnet infotech has you covered. CMS experts at Cygnet with their years of diverse experience and deep domain expertise create unparalleled digital experiences customized to your enterprise’s needs.

As a leading global technology solutions provider for nearly two decades, you can count on Cygnet for all your CMS related needs. Get in touch with our experts on +1-609-245-0971 or inquiry@cygnetinfotech.com.

Isha Memon

Isha Memon is a marketing communications professional with a decade long experience in branding and communications. Her communications degree and diverse experience across multiple industries lends her the unique ability to think from different points of view. As the Content Manager, she leads the content team at Cygnet Infotech closely working alongside the digital marketing team. An avid reader, marvel fan and meme lover, Isha loves to write fiction and poetry when she’s not working.

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