So, why are more and more businesses implementing and utilizing chatbots? The answer is fairly simple - it’s because
chatbots have a huge potential in letting your business be known and giving your brand an edge over your competitors.
With the help of chatbots, brands can have millions of simultaneous one-on-one conversations with fans without sacrificing
the quality of the user’s experience. Although, we must know that not all chatbots are created equal and not all chatbots
were made for the same purpose.t
At present, two major categories of chatbots exist: utility bots - help users complete simple tasks while conversational bots
aim to learn as much about the user. While conversational bots are more complex to make, they reap major benefits and
have attracted attention from major movie and entertainment studios such as Universal, Disney, Lionsgate, and Blizzard.
While these companies are well-established masters of storytelling, they also prove that characters, content, & narrative
may be seamlessly adapted to messaging and conversational interfaces. t
While on the other side of the industry, for brands and marketers - there are four critical elements to keep in mind if they’re
looking to build a chatbot for the success of their business.
In choosing the concept for your brand’s chatbot, make sure to ask the how, why, and what. How will this benefit your
audience and how your audience interacts with it? Why would they want to engage with this chatbot and why through this
specific channel? What exactly do they want to get out of it?
You get to have exciting new possibilities with the use of chatbots yet, they’re only effective when the purpose and use case
is clear. Your brand must dictate the user experience. An open-ended chatbot surely offers a disjointed user experience that
accomplishes little.
You must note that the overarching experience and brand message must remain constant regardless of the chatbot purpose.
Whether you aim to create a buzz around your brand, entertain the user, guide users through a particular step in the
One thing you need to consider is to give it a name; your chatbot needs to have a unique personality that truly personifies the
brand that it represents. It must sound and feel human-like and relatable and should endear itself to the user. This isn’t done
in order to fool users into thinking that they’re speaking with another human but rather to make them smile & actually enjoy
their interaction with the bot and its brand. There must be an integration with the brand voice in other ad formats such as in
print or television.
You need to remember that a chatbot is an entity with humanlike characteristics. It loves and hates certain things; it has a
certain way of speaking; has its own tone of voice & can be humorous or serious, optimistic or pessimistic. Aligning the
chatbot properly to the overall brand voice makes it feel like a friend, facilitate sales, and help brands grow.
One major advantage of a chatbot is that it offers a two-way conversation between brands and customer. Brands may
leverage this by creating an incredible experience through conversation and interaction that leaves a long-lasting
impression. Surely, it greatly helps in completing a task or sharing information, but did it really engage the user? What’s the
purpose of having an interaction if users won't be able to speak to the brand’s chatbot like they speak to their friends?
Private conversations are avenues for people to share their insights and answer questions. This data benefits future
engagements and builds a relationship. Without a real conversation - which is naturally flowing and independent of pushing
buttons in the chat window — the chatbot experience is underwhelming.
Chatbots although needing quite a lot of investment is equipped with advanced natural language processing (NLP)
capabilities that are better positioned to engage the user. When chatbots understand real human language and reciprocate,
that’s when the user is most likely to re-engage in the future.
Once your chatbot has objectives & is built with true conversation functionality, the final step is on promoting it. As with any
marketing content like videos, web experiences, or apps, it must reach its target audience to find success. Plan properly on
how the chatbot will be discovered like directly including it on the company website as a pop-up. Others may promote their
bot via email and social media marketing, and may even entice engagement by allowing experiences or offerings that may
only be found by conversing with the chatbot. For instance, a movie may offer behind-the-scene exclusive content only
viewable through the chatbot or a retail brand may advertise special coupons available only through the bot.
Businesses must consider their target audience for the chatbot in deciding the ways the brand will be promoted. If the target
audience is millennials, a brand may promote via social media platforms such as Facebook, Instagram, and Twitter.
Launching a chatbot is an exciting initiative, one that can be highly rewarding for both brands and customers. The chatbots
of tomorrow will be built around optimizing the quality, depth, and engagement time, becoming much more than the novelty
experiences we see now.
Did you find this blog useful? For your comments, suggestions or any inquiries, you may leave them below or check out our
site at Streamline.com for more details on how to build & utilize chatbots to succeed and grow your business.
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