Sunday, April 18Digital Marketing Journals

The Five P’s of successful chatbots | by Stefan Katz | Dec, 2020


Photo by Austin Distel on Unsplash
Stefan Katz

The COVID-19 pandemic triggered an immediate need for transformation of traditional business practices. Workers the world over were forced to work from home, and companies scrambled to redesign their way of working and business continuity strategies. One area of particular strain was in the contact center, and no industry was immune.

Call volume exploded during the pandemic, putting immense pressure on customer service operations. This surge brought the topic of chatbots and conversational automations to every board table in the need to bring relief to contact centers while continuing to provide high-quality customer service. The pandemic increased the adoption of chatbot technology significantly, and investment budget has been reprioritized to support chatbot initiatives, transforming chatbots from an innovative gamble to a pillar of customer service channel strategy within a 12-month period.

With significant financial investment come heightened expectations of a return on that investment. What we have observed in many companies, however, are results that fall below expectations. In particular, many companies are struggling to drive the desired volumes of queries through their chatbot solutions. And for those conversations handled by the chatbot, how sizeable is the benefit really?

After observing a range of chatbot initiatives with mixed outcomes, this article proposes a framework that successful chatbots follow in order to achieve desired levels of adoption, deliver value to end users, and ultimately drive a positive return on investment.

Placement

Key questions to consider are:

Via what channels is my chatbot available, and specifically why have I chosen these?

  • How easy is it to find the chatbot on my website (if applicable)?
  • How will we drive traffic towards the chatbot?

Purpose

Key questions to consider are:

  • What customer challenge(s) does my chatbot resolve?
  • What end-user value is delivered by my chatbot?
  • How does the chatbot fit into my broader channel strategy?

Personality

Key questions to consider are:

  • What personality does my chatbot exhibit and how does this align with its specific purpose?
  • How will the chatbot’s personality resonate with its end users?
  • How does the chatbot’s personality reflect my company’s brand and values?

Check out The Ultimate Guide to Chatbot Personality for a comprehensive walkthrough of this topic.

Personalization

Key questions to consider are:

  • How much contextual information can the bot identify and use?
  • To what extent can and should the bot provide a tailored service?
  • How well can the bot react to user-specific utterances such as spelling or word variations?

Product

Key questions to consider are:

  • What outcomes does my bot consistently deliver to the end user?
  • What are the natural bundles of services my bot should provide, to limit double handling?
  • How useful are the fall back options my chatbot offers?

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