At the base of the digital media, there is of course technology. It is the same technology to ensure its proper adherence to the way people interact. This cross- link between people and brands, companies and organizations is the basis for a positive and profitable Customer Experience (CX) for both parties.
But digital media (i.e., machines) and people do not speak the same language to allow effective interaction between the two sides. A recent development is the emergence and spread of conversational interfaces (conversational UI), which are used in the chatbot.
Classified among the most exciting technological innovations for users and businesses, they are programs designed to stimulate intelligent and thoughtful conversations with one or more human beings, through auditory or visual methods.
In contrast to non-conversational UIs (e-mail, apps, websites, social networks, etc.), chatbots frequently provide simpler, more stimulating, targeted targeting through two main modes:
Dynamics of understanding human language through a) Artificial intelligence (AI) and machine learning algorithms (think Allo or Cortana) or b) recognition patterns – via algorithms capable of assessing the proximity of words entered by the user to the general rule. Both sub-points allow the robot to understand human language and learn/improve over time.
Set of rules and predefined commands, to which the same bot adapts more statically and recursively.
Key areas of application of chatbots
The first area of application for chatbots is online support, enabling simple or more complex scenarios. When you write a private message to the fanfares of different brands, most likely, a bot will answer you.
Many CVs and first interaction with job candidates in important realities are also increasingly being managed by robots. But there are also weather bots, news bots, life advice bots, personal finance bots, whose names already suggest the main domains of utility.
Through a Facebook Messenger plugin, KLM provides its customers with the information they need for their travel and eventual upgrades directly to the social network (https://messenger.klm.com/).
Skyscanner has introduced its own Facebook Messenger bot through which millions of users looking for flights and destinations each month on the app and website can receive contextualized, relevant, precious information without further clutches during their own customer journey.
A second ground is an advice and support for customized and contextual shopping (conversational commerce). The Operator app (https://operator.com/), designed by the co-founder of Uber Garrett Camp, allows getting help getting the perfect products for your needs 24/7 through connecting with a community of operators able to meet every shopping-related requirement. But who are these operators? Operators themselves, shop and brand representatives as well as their own bot.
There is chatbot. Releasing a chatbot capable of making the difference in the CX of people depends on a long and complex set of design and implementation variables. The Intercom messaging platform developed and published on Medium on June 27, 2016, a list of 8 principles to be followed for the good design of bots capable of ensuring relevant CX.
- Do not pretend or pretend to interact with real humans: bots will probably never achieve the communicative effectiveness of people. An effort in this direction would therefore only risk generating negative and unimportant experiences, increasing expectations beyond the actual possibilities. On the contrary, robotic behavior immediately enables us to clearly define the scenario within which the interaction takes place, thus setting the expectations of the individual.
- Simplify: Often, technology is perceived as a complex solution. Conversely, bot activity needs to be limited to specific themes and linear interaction dynamics, avoiding designing too complex dialogic scenarios.
- Respect the specifics of the medium: chats and other automated messaging dynamics come up with unique features that make them unique – many of which are indirectly cited in this list of points. It is pointless to try to do different tasks with the task of trying to collapse many services offered by an app, a support website, an information blog, or other channels.
- Design with the focus on the end user: Using bots will certainly create cost savings for the company, but this efficiency should not be the main reason that drives them to prefer. Instead, the user has to stay in the center: if a person would provide a more significant experience of a robot, you should prefer it.
- Use Parsimony: Today, it is still difficult to think of bots as entities capable of supporting complex, enduring, and multichannel conversations with people. The design of their interactions and their training must be focused on facilitating rapid and accurate exchanges. The latest innovations are proving that such parsimony in the immediate future will become less and less a problem, to immersive solutions and capable of supporting users irrespective of syntactic and semantic complexities.
- Maintaining a Human Alternative: When a bot fails to meet the expectations and end user requests, a person in the company who can intervene should always be available.
- Structure inputs: Do not leave too much freedom of communication to users to the bot. Provide them pre-set tree and “conversational twin” (yes/no, alternative answer lists, already completed forms, etc.) to trace conversations minimizing the risks and ambiguities resulting from uncertainty.
- Share Data: The context within which the bot interacts, as well as the interactions themselves, must be saved in the backend and made available to system administrators and service providers.
Get chatbot to brand interaction dynamics
If well-designed and functional, chatbots are able to become the metaphor of the entire organization. A dynamic, intelligent, human or dynamic company or brand able to ensure Customer Experience dynamic and relevant to its customers by integrating at the same time their online behaviors with the flows within stores.