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Die Möglichkeiten, die Voice- und Chatbots im Marketing bieten sind vielfältig. Möglich sind zum Beispiel die klassische Produktberatung, der Kauf über den Voice- oder Chatbot oder auch eine Erinnerung an die Produkte, die bei abgebrochenen Einkäufen noch im Warenkorb warten. Mit etwas Kreativität können Voice- und Chatbots aber auch für den Markenaufbau oder das Kreieren eines Markenerlebnisses für die Kund:innen genutzt werden.

 

Im folgenden Teil möchten wir dir mit Beispielen zeigen, wie Conversational Marketing aussehen kann:

1. Tommy Hilfiger: Produktberatung
2. Madison Reed: Omni Channel Marketing
3. Sephora: Beratung und Terminvergabe
4. Cover Girl: Kollaborationen mit Influencern
5. Absolut Wodka: Produktlaunch und Gamification

Tommy Hilfiger: Produktberatung mit einem Chatbot

Die Modemarke Tommy Hilfiger bietet ihren Kund:innen eine persönliche Modeberatung über ihren Facebook Messenger Chatbot. 

Die Nutzer:innen können sich die aktuellen Kollektionen anschauen oder direkt im Katalog Kleidungsstücke auswählen und in ihren Warenkorb legen. Sie haben aber auch die Möglichkeit sich von dem Chatbot beraten und ein komplettes Outfit zusammenstellen zu lassen. Hierfür stellt der Chatbot ihnen Fragen und filtert anhand der Antworten die richtigen Produkte heraus. Wurde zum Beispiel angegeben, dass gedeckte Farben bevorzugt werden, dann sucht der Chatbot ein Outfit in gedeckten Farben heraus.

Wenn die Auswahl getroffen wurde, leitet der Chatbot die Nutzer:innen auf die Website von Tommy Hilfiger weiter, wo die Kleidungsstücke dann bereits im Warenkorb hinterlegt sind. Die Nutzer:innen können also direkt zu Kasse gehen und die Produkte kaufen. Natürlich wäre es auch möglich, dass die Kund:innen direkt im Chatverlauf die Waren kaufen und den Messenger dafür gar nicht verlassen müssen.

 

Madison Reed: Omni Channel Marketing mit einem Chatbot

Madison Reed ist eine amerikanische Marke für Haarpflegeprodukte. Um Kund:innen bei der Auswahl des richtigen Produktes zu helfen, bietet die Firma auf der Website ein Quiz an. Bei diesem Quiz beantworten die Kund:innen 12 Fragen und mit Hilfe eines Algorithmus zur Farbabstimmung wird ihnen dann die richtige Farbe empfohlen. Alternativ können sie sich auch vom Kundenservice beraten lassen.

Bei diesen Gesprächen wurde festgestellt, dass viele der Kund:innen es bevorzugen ein Bild von sich per Mail oder im Live Chat zu schicken, um ihre Haarfarbe zu beschreiben. Daher beschloss das Unternehmen seinen Kund:innen entgegenzukommen und dieses Verhalten organisch in die Customer Journey einzubauen.

Dabei wollte das Unternehmen den Gesprächscharakter beibehalten und sich die Gewohnheit der Kund:innen, Selfies von sich zu machen, zu Nutzen machen.

Als Kanal wählte Madison Reed den Facebook Messenger, den in Amerika beliebtesten Messenger. Hier wurde ein Chatbot implementiert, welcher zum einen Zugriff auf den Algorithmus des Unternehmens hat. Zum anderen ist er mit einer Bilderkennungssoftware ausgestattet. Nutzer:innen können nun über den Messenger ein Gespräch mit Madi beginnen und ein Selfie hochladen. Anhand des Bildes und ein paar weiteren Fragen kann der Chatbot den ihnen dann eine Haarfarbe vorschlagen. Wenn sie mit dem Vorschlag zufrieden sind, werden die Kund:innen über einen Link auf die Produktseite weitergeleitet, wo sie das Haarfärbemittel direkt erwerben können.

Der Chatbot Madi ist ein gutes Beispiel dafür, wie bereits vorhandene Marketingmaßnahmen über einen weiteren Kanal für Kund*innen zugänglich gemacht und ein auf ihre Bedürfnisse und Vorlieben abgestimmtes Kauferlebnis geschaffen werden kann.

Sephora: Beratung und Terminvergabe mit einem Chatbot

Der Chatbot von Sephora funktioniert ähnlich wie der von Madison Reed. Mithilfe von hochgeladenen Bildern empfiehlt der Chatbot Make Up und andere Kosmetikprodukte.

Darüber hinaus können die Nutzer:innen über den Chatbot einen Termin für eine persönliche Beratung im Geschäft buchen. Hierfür fragt der Chatbot erst ab, wofür und in welcher Stadt sie einen Termin möchten und schlägt dann noch freie Termine vor. Wenn die Kund:innen einen Termin ausgewählt haben, bittet der Chatbot dann noch um die Kontaktdaten und bucht den Termin für die Nutzer:innen.

Kollaborationen mit Influencern

Die Make Up Marke Cover Girl ist für ihren Chatbot eine Kooperation mit der Influencerin Kalani Hilliker eingegangen. Das Ziel ist es über den Chatbot Rabatt Coupons an die Nutzer:innen zu verteilen, die dann im Covergirl Online Shop eingelöst werden können. Zudem soll eine stärkere Markenbindung aufgebaut werden.

Das Besondere an dem Chatbot ist, dass er die Persönlichkeit der 16 jährigen Hilliker imitiert. Um dies zu ermöglichen wurden die Wortwahl und Tonalität des Bots sorgfältig an die Influencerin angepasst.

Um zu verhindern, dass Fans denken, dass sie tatsächlich mit Hilliker schreiben und Irritationen zu vermeiden, wird in der Welcome Message des Bots humorvoll darauf hingewiesen, dass der Chatbot Kalanibot denkt, dass er Kalani selber wäre.

Um einen Anreiz dafür zu schaffen, dass die Nutzer:innen lang genug im Chat bleiben und so von dem Chatbot einen Rabatt Coupon für Cover Girl zugeschickt bekommen können, wird in Aussicht gestellt, dass sie der echten Kalani eine Frage stellen dürfen.

Die Kooperation mit der Influencerin und dem Chatbot war für Cover Girl ein voller Erfolg: Im Schnitt wurden in einer Konversation 17 Nachrichten von den Nutzer:innen verschickt und bei 48% der Unterhaltungen empfingen die Nutzer:innen einen Coupons von dem Kalanibot. 

Gamification für die Vermarktung eines neuen Produktes

Um einen Produktlaunch regional zu vermarkten entschied sich die Marke Vodka Absolut einen Chatbot einzusetzen. Bei dem Produkt handelte es sich um die neue Limited Edition Absolut Unique Kollektion, die in Argentinien bei einer Party vorgestellt und beworben werden sollte. 

Der einzige Weg für die Verbraucher:innen ein Ticket  zu dieser exklusiven Party zu bekommen war, über WhatsApp den Türsteher Sven zu kontaktieren und ihn davon zu überzeugen, dass man es verdient habe an der Party teilzunehmen. Der Clou hierbei war, dass Sven ein Chatbot war.

Innerhalb von 3 Tagen interagierte Sven mit über 600 Nutzer:innen und erhielt in den Nachrichten über 1.000 Videos, Bilder und Audio Clips. Hierbei wurden die Nutzer:innen sehr kreativ: Sie sangen bekannte Lieder oder verwendeten Filmszenen, bei denen sie die Texte geändert hatten, um zu begründen, warum sie ein Ticket verdient hätten. Es wurden aber auch Videos mit Mutproben an den Chatbot geschickt, mit denen die Nutzer:innen sich die Tickets verdienen wollten. Andere verließen sich wieder auf ihr Verhandlungsgeschick und versuchten Sven mit einem Gespräch zu überzeugen.

Der Chatbot Sven ist nicht die einzige Marketing Kampagne, bei der Absolut Vodka auf einen Chatbot gesetzt hat: 

In Amerika können Facebook – Nutzer:innen in den Städten Denver, New York, Chicago, und Dallas den Chatbot von Vodka Absolut kontaktieren und einen Coupon für einen kostenlosen Drink in einer Bar in der Nähe anfordern. 

Hierfür wird zunächst potenziellen Kund:innen eine Werbeanzeige auf Facebook angezeigt:

Sobald die Facebook Nutzer:innen auf den “Send Message” Button bei der Anzeige klicken, werden sie zum Facebook Messenger weitergeleitet, wo ihnen der Absolut Bartender Bot einen Gutschein anbietet.

Sobald sie bestätigen, dass sie einen Gutschein erhalten möchten, fragt der Bot sie, in welcher Stadt sie gerade sind. Anhand dieser Information schlägt der Bot dann ausgewählte Bars aus und fragt, in welche Bar die Nutzer:innen gehen möchten.

Danach läßt der Chatbot die Nutzer:innen einen Drink auswählen.

Nachdem diese Fragen beantwortet wurden, schickt der Chatbot den Kund:innen ihren Gutschein zu.

Das waren fünf Beispiele dazu, wie Voice und Chatbots fürs Conversational Marketing eingesetzt werden können. Wenn du mehr zu dem Thema wissen möchtest, dann hol dir doch unser White Paper “Conversational Commerce”. Darin zeigen wir dir wie du entlang der kompletten Customer Journey Voice und Chatbots für das Marketing einsetzen kannst.

White Paper herunterladen

5 Wege, wie du mit Conversational Marketing deine Kunden erreichst

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September 9, 2021

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by Meity Herianto

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Chatbot Use Case: Passe deinen Chatbot an deine Nutzer an (Teil 2)

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9 Use Cases für Voice und Chatbots in der Beschaffung und im Einkauf

Chatbot Use Cases,Chatbots in Procurement

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by Meity Herianto

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Der Beitrag 5 Wege, wie du mit Conversational Marketing deine Kunden erreichst erschien zuerst auf BOTfriends.

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Dialogflow is a natural language processing platform, which can be used in various languages and platforms to build conversational applications and experiences for clients of one company.

According to Wikipedia: Dialogflow is a Google-owned developer of human-computer interaction technologies (formerly Api.ai, Speaktoit) based on conversations in natural languages.

Who uses Dialogflow?

The AI platform for Google Dialogflow includes the following companies: KLM Royal Dutch Airlines, a Netherlands-based Aerospace and Defense organization with 34,872 staff, with revenues of $10.34 billion, Domino’s Pizza, Inc.

DialogFlow is a straightforward platform with minimal coding efforts to create rapid chatbots. It can quickly process errors in natural languages and integrate them with various media.

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Learn to create a simple shopping bot using Quickwork

If you want us to create a video on a specific application simply tweet your request and tag @quickworkco or use hashtag #builditupquickwork

You can also refer to:

Dialogflow ES

Don’t forget to give us your 👏 !

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Dialogflow? It’s Easy If You Do It Smart was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.

In today’s technologically advanced business landscape, companies can offer customers many services via various channels. However, with a customer satisfaction rate of above 85%, live chat channels are becoming the most compelling place to start.

That’s simply because live chat allows your business to engage with website visitors and customers in real-time. This helps you increase customer satisfaction, win their loyalty, and thus boost your revenues.

To make it even more powerful and drive the most value, your live chat software should offer specific features. Some of these are discussed in the next section.

Top 9Features to Include in Your Live Chat Software Solution

1. Seamless Chat Routing to Teams

To develop a positive client-centric relationship, your customers need to have the right people to answer their questions.

The team routing feature helps you prioritize and route your incoming chats to the right executives and teams based on pre-set rules and conditions. By transferring the customer queries to the right team, you’re assured that your customers will get the right answer and speak to someone who can best assist them. This takes it up a notch higher than just transferring to anyone. For example, it won’t be the best experience for the customer if they have a product delivery-related query and speak to a sales representative.

2. Canned Responses

Incoming chats in the live chat tool can be overwhelming at times, where all customers want instant responses, and rightfully so. However, most customer queries are repetitive, and it can get exhausting and even mundane for agents to type the same responses repeatedly. Canned responses or Saved Replies is hence, an essential feature. This allows agents to store replies which saves their time in typing personalized responses. These replies can be a greeting message, message for cancellation policies, booking procedures, etc. Any process that remains the same for everyone can be typed and sent quickly from the library of saved replies.

3. Chat Management

With so many customer conversations happening on the live chat, some basic features make it easy for agents to manage the conversations internally.

Notes: Internal Notes in the chat can help agents to coordinate, especially when working in shifts. They can help agents remember crucial information about a particular customer conversation.

Labels: When enterprises have many customer conversations, it becomes essential to categorize them. Labels help you do just that. Using labels, you can group your chat and manage them based on regions, type of queries, type of customers, etc. Typically intended for small and large teams, such grouping lets you streamline your customer interactions and processes.

Visitor Status: Visitor status shows you who’s online at any given time. It helps your agent know who’s on the page so that they know when to start a conversation with them.

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4. SLA Timer

A live chat manages multiple conversations at once; hence, they need to track the time frame in which the responses are delivered. A Service Level Agreement timer slider across every chat helps agents know how much time they have to reply to customers. In addition, it works in conjunction with your company policy. For example, if you set an SLA timer to 10 minutes, the timer notifies the agent. This ensures that the agent doesn’t exceed the standard time to reply, and every customer gets a reply according to the company’s customary time.

5. Attachments & File Transfer

Another feature you should look for in your live chat software is the ease of transferring files between you and your customers. This can help save valuable time for both team members and your clients.

It essentially means that you can quickly receive images of the issues that your customers are facing, view receipts, and obtain the necessary information that can be hard to type out, like serial numbers and registration numbers.

For instance, consider the scenarios below:

a. A customer encounters some error when trying to complete a process. This feature can allow them to easily upload and transfer a screenshot of the error message to the executive.

b. To resolve a customer issue, you need to share either a PDF or send audio to the customer for testing. The integration of file sharing in your live chat means that you will be able to send documents like PDFs along with audio files, videos, and images. These attachments can be instrumental in providing information and resolving customers’ issues.

Since 41% of customers prefer to reach out over chat, you will want to have the ability to exchange media with them. A file-sharing option can be invaluable when customers attempt to solve a query, and an executive requires more information.

It allows the customers greater freedom to express their queries and provides executives with a powerful way to transfer media. Specific live chat applications also allow you to set permissions for sending and receiving files.

6. Geolocation Tagging

One of the main components in knowing your visitors is identifying their location. Your Live Chat tool needs to have a window that showcases visitor properties and their location to make it possible for you to derive statistical information about your customers’ regional demographics. Giving identities to anonymous live chat visitors can help you personalize your conversations to new heights.

In terms of research and analytics, you will have a better idea of where your customers are located and where you can expand your operations.

There are multiple ways you can use this information to offer them better services. For instance –

• Seeing the customer’s local time allows you to use appropriate day or night greetings when chatting with them, making the conversation more personalized.
• Looking at the pages the customer visited, and how long they stayed on each, you can decide how to help them via a live chat.

7. CSAT Ratings

If your live chat does not have automated feedback loops, you could be missing out on a lot of growth potential. This is why automatic feedback loops are an essential feature in your live chat software. Knowing your consumers’ opinions regarding your products and services puts you in a better, more informed position to holistically understand your customer’s needs.

Most live chat software solutions available today offer the means to obtain customer feedback automatically after a conversation through Customer Satisfaction ratings. In the future, you can consider this feedback to improve the customer experience.

Once you have a feedback loop in place, you can study this data better to understand customer preferences and trends in business operations.

8. Integration With Third-party Software

The best live chat software doesn’t just stop offering high-quality functionality of its own but improves the overall experience by seamlessly integrating with other channels and web services.

Modern live chat software integrates with many third-party apps like Salesforce, email marketing, social media, Dialogue Flow, Slack, Google analytics, CRM/CMS tools, ticketing software, and many other sales tools. You can place chat buttons directly into social media platforms or personalized emails, making it easy for customers to reach out to you.

Some of the examples of such integration are listed below –

• WotNot’s integration with chat services allows executives to send customer information directly to Salesforce, thus adding new leads without leaving the chat application.
• Ticketing Software integrations with live chat software enable your visitors to quickly raise help desk tickets for faster query resolution and keep your support tickets in a tool you already use.

9. Report And Analytics

This is another essential feature to have in live chat software. With this, you can monitor significant volumes of data such as customer chat histories, operator activities, conversion tracking, average time spent on chats, visitor details, and much more.

Among the ways this can help your business include –

• Offer you insights on how can you improve your customer service.
• It gives you detailed reports about the productivity of your agents.
• Provides data of missed chats to make sure you are not leaving any customers empty-handed.
• Give insights into keeping your customers happy by tracking customer satisfaction with your team and individual agents.

These data points can prove instrumental for determining effective strategies and areas your business can improve in.

Key Takeaway

When it comes to improving customer experience, live chat software is a best-practice solution. It has arrived as a fundamentally innovative way to interact in real-time with customers and provide them with support.

However, choosing the right live chat software solution can be an overwhelming task with so many options available today. Before you choose a live chat solution for your business, make sure to check all the above usability factors and features. WotNot offers all these factors that can aid you in providing better customer support. Additionally, to get the most out of a live chat solution, you can also closely analyze your live chat data on WotNot to continually improve the user experience.

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Top 9 Features You Need In Your Live Chat Software was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.

User Experience (UX) Design at its core, ux is about considering the needs of the people who will be using the product (website,app, etc ).

User Experience Design (UXD or UED) is a design process whose sole objective is to design a system that offers a great experience to its users under the theories of a number of disciplines such as user interface design, usability, accessibility, Human-Computer Interaction, etc.

What is UX design and why is it important

User experience (UX) design is the process design use to create products that provide meaningful and relevant experiences to users.

So, during this process user experience is important because it tries to fulfill the user’s needs. It aims to provide positive experiences that keep a user loyal to the product or brand.

What are the most important skills in a UX designer

1. UX research

many of the decisions UXers make are not just plucked from air but are deep thought out, studied and researched.

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2. Wireframing and UI prototyping

App prototyping is a great way to understand key functionality of your design before being built by developers.

3. UX Writing

Writing is the unsung hero of UX. Coding is a skill that shouldn’t be dismissed, but writing is a talent that can be nurtured over less time to create brilliant users experiences.

4. Interaction design

It’s one thing to create an aesthetically pleasing design but it’s another thing to understand how users will interact with that design.

Does UX design require coding ?

Most UX designers have at least a little understanding of code, including HTML, CSS and Javascript. It is best to leave coding to the experts, but knowing code is a great asset for toolbox and makes more marketable.

Don’t forget to give us your 👏 !

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What is User Experience (UX) Design was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.

When I was a young student and short on cash one Summer, I got a job with a lesser-known comparison line. My job was to take phone calls from the irate British public and convince them to change their telecoms package. You would think that this would be difficult, especially as they were normally coming from your main brand providers and all my company had to offer were companies that, up until that stage, I had never heard of, nor the customer. Well, it turns out that it wasn’t, when people want to leave a company, they really just want to leave.

What surprised me though was that most of the callers had been with their provider for a long time and up until this stage had been happy with their service. And, their reasons for leaving were normally easily fixable on the part of the provider. Now if you consider that I was working for a much smaller competitor (really — much smaller), this makes you wonder, how many customers are these guys actually losing each year? And from their perspective, how can they prevent it from happening?

When people want to leave a company, they really just want to leave.

Lost customers are called “churn”. It is difficult to go into a strategy meeting without hearing the word. No matter how great your sales team is, how captivating your product, your business model is failing if you don’t keep on top of your churn. Clients leave for a multitude of reasons, some are unavoidable (especially with the current COVID situation) but identifying the customer’s motivation for leaving allows you to predict and prevent churn.

With my job at the comparison line, most people complained to me about long wait times and bad customer service. If this had been recognised and measures such as extra team members at busy times and additional customer service training put in place then the company could have saved millions in churn. So how can you identify these factors as early as possible?

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Our team looked to create a project analysing 7043 current and former customers of a telecoms provider in order to better understand what types of people are most likely to cancel their contracts.

With the intention of showing how this might be done (and easily reproduced) our team looked to create a project analysing 7043 current and former customers of a telecoms provider in order to better understand what types of people are most likely to cancel their contracts. On top of this, we also wanted to know whether there is anything the telecoms provider could do to motivate their customers to stay.

We found a dataset from Kaggle containing 26 variables including the customer’s type of internet service, whether they had churned or not and their monthly charges. We used these variables as factors to create a clustering model using Graphext — a platform for conducting complex data analytics without writing any code.

At this stage, our goal was simply to see the churned customers and to understand them better, so we coloured the graph and filtered it so that we only had the data points for the customers that had left. Then, we used the Graph to zoom in on the 4 communities of churned customers in the dataset in order to further discover the characteristics of these customers.

Cluster 1

Cluster 1 stands out as it is an outlier in the graph and includes only a very small minority of customers. This group were only using a phone line and weren’t paying for internet or TV. They had a low tenure, or to put it more precisely, they had been in the company for only a short period of time. Looking closely at the characteristics of this group, they seem to reject any firm ties to the company. They were on a month-to-month contract, they pay by cheque and their monthly billings are very low.

Cluster 2

Cluster 2 has a little bit more going on and at the very least they have broadband at home. It’s DSL though — if you remember those days. They are equally paying by monthly cheque and they also don’t have any TV packages. Once again we find that these churned clients are on a month-to-month contract and only stayed with the company for a short period of time. Moreover, they opted out of tech support in their package.

Cluster 3

Cluster 3. We are beginning to see some patterns emerging. These customers are our first cluster with fibre optic but once again we see that the majority are paying by monthly cheque and are mainly on a month-to-month contract, and still no tech support. These customers have been with the company for longer.

Cluster 4

Cluster 4. Our youngest cluster seems to have a better package with TV streaming and monthly spending a bit higher. However, we still see them without tech support, month-to-month contracts and once again, paying monthly by check. Furthermore, they churned quickly having spent a relatively short amount of time with the provider.

All this clearly indicates that the three characteristics common to all of our churned clusters are; paying by check, month-to-month contracts and no tech support. Once these are identified it is much easier to gather solutions that could help you retain these customers. Despite the fact that there are communities of customers that didn’t churn also possessing these characteristics, the prevalence of these features inside churned communities is significant.

Once you identify why customers are leaving you, it is much easier to take appropriate action.

I have since moved on from my job with the comparison line but still, this analysis exposes clearly ways to mitigate this volume of churn no matter which sector you are working in. Taking into account the reasons these customers abandoned their contracts, the company could start offering add-ons to directly combat the movement of these customers away from their business.

Offers such as free tech support in the first year, discounts for direct debit payments and strategies such as up-selling those month-to-month customers and getting them on year-on-year rolling contracts with exit fees would be relevant and informed action that the company could take.

Understanding churn is a crucial method of stopping money from draining out of your business. It seems counter-productive to spend time developing new campaigns and targeting emerging markets when you can’t keep the customers that you already have. This kind of trend is cyclical and downward. It needs attention and action. Analysis tools like Graphext allow you to quickly find where your strategy is leaking and identify the appropriate tools to plug those holes. This kind of analysis is no longer as hard as it once was and can make the difference between red and black accounts.

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Preventing Customer Churn with the Right Kind of Data Analysis was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.