Unlike SMS, messaging can help brands create a fully interactive experience with images, videos, sound, carousels and clickable buttons. Web chat, SMS and email have their virtues, but messaging is where chatbots really come into their own. Messaging: Where Chatbots come into their own But when the conversation feels forced because a chatbot lacks empathy, it can backfire. That’s not to say that asking lots of questions is necessarily negative. They might even wonder if that data is being harvested simply to sell on to a third party. In other words, a chatbot with a hard sell is an invitation for customers to disengage.įor example, if a chatbot asks something too quickly, such as the user’s age, without establishing why it’s asking such a personal question, it may give the user pause. There are many reasons why this happens, but the biggest reason in our experience is that the chatbot is asking users to reveal too much up front without explaining how they’ll benefit from sharing that information. It’s really easy to spot a poorly designed chatbot. The result: consumers get an experience that is lightweight, organic, and enjoyable while brands get to know their users, and then build on that knowledge to maximize customer lifetime value. This creates a back-and-forth exchange that is similar to how users may talk to their friends and family. A “messaging first” designed chatbot takes full advantage of messaging interactivity by speaking with consumers in very short bursts, as opposed to hitting them with email-styled walls of text. At Automat, we call this “messaging first” and it opens up all sorts of opportunities by creating truly great experiences. The key is to put messaging at the forefront of design decisions. You may make a sale, but when you “hook” customers with a discount, you’re setting them up to only expect deals from that channel, and that’s a missed opportunity.Ĭhatbots can deliver so much more. Another classic example is using a promotional deal to lure consumers to a product or brand. Think walls of email-styled text that burden users with too much content or clunky questionnaires that pressure customers to narrow themselves into a category. Yet some chatbots are still narrowly conceived with email-like, one-off interactions in mind. Messaging First – The key to Chatbot DesignĬhatbots are interactive and a great design experience takes full advantage of that. But if you’re pressed, here are the top takeaways from Amanda’s brilliant interview. If you have time, the entire podcast is well worth a listen. She’s been working on conversational technologies since the 1990s and worked for Fortune 500 companies before joining Automat where she works with our customers on conversational marketing strategy, interaction and design. So how do you tell a relationship building chatbot from a relationship killer? My colleague Amanda Robinson recently tackled that subject as a featured guest on Jon Prial’s Impact podcast. Some deliver brilliant experiences while others are just not up to scratch.Īn effective chatbot enhances the customer-brand relationship, while a poorly designed one can harm it. But for all the buzz surrounding chatbots, not all of them are created equally. Major consumer brands like Louis Vuitton, Domino’s, Air France, and L’Oréal have started investing in conversational marketing. There are now thousands of chatbots out there. Chatbot Design – Not all chatbots are created equal
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