MASS PERSONALIZATION HOW TO KEEP A HUMAN TOUCH WITH CHATBOTS? C H A T B O T A G E N C Y TALK-A-BOT

Transcription

1 MASS PERSONALIZATION HOW TO KEEP A HUMAN TOUCH WITH CHATBOTS? C H A T B O T A G E N C Y TALK-A-BOT

2 TALK-A-BOT was founded in August 2016 the first Chatbot Agency of the CEE region

3 We are online Top 4 downloaded application is messaging app Facebook Messenger Whatsapp Viber Wechat 2,5 billion people wordwide use messaging apps

4 WeChat China, 1 billion user cannot be wrong 92 % of the world biggest brands has a Wechat page 700 million credit card connected They re leading the way in chatbots by far and have over 5 years experience. the possibilities are infinate!

5 Hi, I m a chatbot. How can I help? In 2016 April Facebook announced their new service, allowing companies with Facebook page to chat with their users in an automated manner, so they can communicate with a chatbot. In November 2016, Viber launched their chatbot service and opened the possibility for companies to serve their customers through it.

6 Definition of chatbot A chatbot is a computer program which conducts a conversation via images, voice calls or textual methods. Such programs are often designed to convincingly simulate how a human would behave as a conversational partner. The purpose of Chatbots is to cover a service or service package automatically, on a conversational basis.

7 Nestlé Dolce Gustavson

8 active chatbots are on Messenger 80% of brands will use Chatbots for customer Interactions by % of mobile interactions will be taken care of by bots by % of conversations can be completely automated today source: Ovum

9 Platform advantages Pre-installed, always on, easy to use 1:1 direct communication with masses 7/24 instant response, but waits patiently for customer Full chat history available Personalised push message, relevant content Profiling based on conversation

10 Quick emergency answers 46 Forwarding to appropriate human Buy basic items (clothes, food) What Consumers Want? Predicted uses for Cha t Bots 26 Complaint resolution App consolidation (e.g. all social apps in one place) Expensive purchases (cars) 4 5 Purchase inspiration To pay a bill Bookingsor reservations Mailing list or service subscription To get detailed answers or explanations

11 vs. Messenger message Open rate: 22,8% Click rate: 3,2% Open rate: 84,3% Click rate: 28,3%

12 Expected Speed of Resolving Query - by Channel

13 Ok, but how does a chatbot understand me?

14 Chatbot = AI? Chatbots are often associated with artificial intelligence. However, the large majority of chatbots are not artificially intelligent, self-learning programs. Chatbots do, however, natural language processing to extract users intent from a linguistic input.

15 NLP - Natural Language Processing Database NLP Controlled machine learning Logs

16 Generally speaking, chatbots can be distinguished in 5 types

17 How chatbots add value to your business? Customer service Marketing database Brand awareness Loyalty Conversion

18 Sector-specific solutions Banking Insurance Telecommunication Utilities E-commerce Public Sector Media and Entertainement Hospitality Real estate

19 Profiling Mass personalization The user s Facebook and Viber profile + every interaction saved System integration with the company SAP, CRM User habits, behavior and claim - PROFILING Marketing messages, efficient, relevant content to relevant target audience remarketing / cross sell Special clients

20 The human-touch: chatbot personality Add human characteristics - personality Own story, humour Attract and keep people engaged = better user experience

21 The future of (assisted) technical documentation? Develop a chatbot as part of your software documentation, to create a more complex documentation digital assistant Programmed to reply to the frequent searches and FAQ Assist in providing on-demand reference material Interconnected the possible questions and responses = conversation graph Structured content metadata, taxonomy

22 Reach people WHERE THEY ARE No need to sign in User interface is well-known and across any device Customers already use the chat platform Communicate with a mix of free text and buttons 49.4% of people prefer chat over phone call

23 Nagy Nikolett Communication manager