Using this method, you can manage multiple funnels of content upgrades, and even convince your users to take the next step in the buyer journey directly within Messenger. In the example below I just direct the user to subscribe to content recommendations via Messenger, but you could push them to book a meeting with a sales rep, take a free trial or directly purchase your product.
To inspire your first (or next) foray into the weird and wonderful world of chatbots, we've compiled a list of seven brands whose bot-based campaigns were fueled by an astute knowledge of their target audiences and solid copywriting. Check them out below, and start considering if a chatbot is the right move for your own company's next big marketing campaign.
In business-to-business environments, chatbots are commonly scripted and used to respond to frequently asked questions or perform simple, repetitive calls to action. In sales, for example, a chatbot may be a quick way for sales reps to get phone numbers. Chatbots can also be used in service departments, assisting service agents in answering repetitive requests. For example, a service rep might provide the chatbot with an order number and ask when the order was shipped. Generally, once a conversation gets too complex for a chatbot, the call or text window will be transferred to a human service agent.
Natural Language Processing (NLP) is the technological process in which computers derive meaning from natural human inputs. NLP-Based Conversational Bots are machine learning bots that exploit the power of artificial intelligence, which gives them a “learning brain.” These types of conversational bots have the ability to understand natural language, and do not require specific instructions to respond to questions as observed in types of chatbots such as Scripted and Structured Conversational Bots.
These are hardly ideas of Hollywood’s science fiction. Even when the Starbucks bot can sound like Scarlett Johansson’s Samantha, the public will be unimpressed — we would prefer a real human interaction. Yet the public won’t have a choice; efficient task-oriented dialog agents will be the automatic vending machines and airport check-in kiosks of the near future.
WeChat combines a chat-based interface with vast library of add-on features such as a mobile wallet, chat-based transactions, and chat-based media and interactive widgets, and exposes it all to businesses through a powerful API that enables businesses from mom and pop noodle shops to powerhouses such as Nike and Burberry to “friend” their customers and market to them in never before imaginable ways. Over 10MM businesses in China have WeChat accounts, and it is becoming increasingly popular for small businesses to only have a WeChat account, forgoing developing their own website or mobile app completely. US technology firms, in particular Facebook, are taking note.
“They’re doing things we’re simply not doing in the U.S. Imagine if you were going to start a city from scratch. Rather than having to deal with all the infrastructure created 200 years ago, you could hit the ground running on the latest technology. That’s what China’s doing — they’re accessing markets for the first time through mobile apps and payments.” — Brian Buchwald, CEO of consumer intelligence firm Bomoda
Logging. Log user conversations with the bot, including the underlying performance metrics and any errors. These logs will prove invaluable for debugging issues, understanding user interactions, and improving the system. Different data stores might be appropriate for different types of logs. For example, consider Application Insights for web logs, Cosmos DB for conversations, and Azure Storage for large payloads. See Write directly to Azure Storage.
“I’ve seen a lot of hyperbole around bots as the new apps, but I don’t know if I believe that,” said Prashant Sridharan, Twitter’s global director of developer relations. “I don’t think we’re going to see this mass exodus of people stopping building apps and going to build bots. I think they’re going to build bots in addition to the app that they have or the service they provide.”
Your bot can use other AI services to further enrich the user experience. The Cognitive Services suite of pre-built AI services (which includes LUIS and QnA Maker) has services for vision, speech, language, search, and location. You can quickly add functionality such as language translation, spell checking, sentiment analysis, OCR, location awareness, and content moderation. These services can be wired up as middleware modules in your bot to interact more naturally and intelligently with the user.
Jabberwacky learns new responses and context based on real-time user interactions, rather than being driven from a static database. Some more recent chatbots also combine real-time learning with evolutionary algorithms that optimise their ability to communicate based on each conversation held. Still, there is currently no general purpose conversational artificial intelligence, and some software developers focus on the practical aspect, information retrieval.