Measuring the Success of Your Chatbot

How can you measure achievements and ensure that the chatbot brings the maximum intended benefit? Once your chatbot has been implemented, the fun begins. Now you can see how it is received by guests, how many questions it answers automatically, what the most frequent questions asked in the chat are, and how many bookings are made or passed on to the booking system. Think of the chatbot as a learning organism. The more users interact with it, the more you can build on these experiences and accordingly adjust the chatbot. For this, you should analyze the performance of your chatbot at regular intervals and make the necessary changes and enhancements. After all, a properly deployed chatbot, tailored to both the hotel and its guests, not only delights your guests but also positively impacts conversions and bookings. Be open to adjusting the texts or expanding the chatbot with more questions to make the most out of your chatbot.

Best Practice KPIs

After the chatbot goes live, the question arises as to how successfully the chatbot meets its objectives. Through KPI analysis and monthly performance reports, you can accurately track how and when the use of a chatbot leads to a positive impact for the hotel. Relevant measurable parameters for hotel chatbots include:

• Active Guest Sessions: How often was the bot opened and used?
• Chat Opening Rate on the Hotel Website: This metric can vary significantly depending on whether an email address is requested before interaction. Our recommendation is to make it accessible and not ask for the email address right at the beginning to favor higher interaction rates.
• Automation Rate: How many of the questions asked in the chat were answered automatically? Good chatbot systems have an automation rate of 95% and above.
• Booking Rate: How many bookings were made through the chatbot? How many referrals were there to the booking system? What percentage of users start the booking process in the chat?
• Channel Split: How are users distributed across various chat channels, such as WhatsApp, Instagram Chat, Facebook Messenger, Guest App, Google Chat, etc.?
• Behavioral Scoring and Most Frequent Questions: What topics do guests inquire about in the chatbot, and what are the most frequent questions asked? This also provides a good insight into the general information needs about the hotel and specifically on the website. Insights gained can be used to make information more prominent on the website or adjust marketing messages.

Improvement Process and Maintenance of Chatbot Content

You should definitely keep your chatbot up to date and continuously integrate feedback from guests and staff. For example, you could assign a member of the hotel team to regularly update changes to opening hours, prices, or procedures. Also, keep a constant eye on interactions with guests in the chat. Look at which inquiries or problems the bot cannot handle and at what point guests drop off. This will let you know where you should make enhancements to the chatbot. At DialogShift, content changes and expansions to the chatbot can be made independently. The chatbot even identifies what information it lacked when it couldn't answer a question. This allows you to see at a glance where the chatbot can be optimized. Essentially, it's like having an employee who can tell you what more they need to know. Cool, right?

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