In the first place Let’s say your organization has the best content in your industry. Leads can visit your site, type a question in the search box, and get an instant answer to your question with just a few clicks.
Excellent. For today. But when your competitors seduce their customers with a great Q & A experience, are you ready for tomorrow? They don’t do that by hiring thousands of people to pick up the phone. In 2011, Gartner predicted that “by 2020, customers will be in control of 85% of their relationships with the enterprise without interacting with humans.”
According to @Gartner_Inc, customers will manage 85% of non-human business relationships by 2020. Click to tweet
In addition How do competitors pull curious customers away from your great content without humans?
With chatbot. A friendly and helpful chatbot.
In the first place Unless you beat it.
Cruce Saunders, founder and principal content engineer at [A], talks about engineering content for chatbots, AI and marketing automation Canada Mobile Number at an intelligent content conference. This article summarizes some of Cruz’s advice. Unless otherwise stated, all images and citations in this post are from his talk.
In addition Some chatbots use artificial intelligence (AI), while others do not. Simple scripted chatbots like tacobot use programmed response technology based on rules or decision trees. According to a recent UX booth article, “The path is and users choose from defined options.” On the other hand, this article explains that AI-powered chatbots such as Google, Siri, and Alexa respond based on machine learning systems and natural language processing systems. It decrypts people’s input, responds based on what they know so far, “converts user input into more data”, and continually updates the algorithm.
Whether or not they are using AI, chatbots aim to respond to basic requests in real time, saying,
In the first place “We can free humans and solve more creative problems.” Cruce says. He describes chatbots as “an increasingly interactive and important way to get content.”
According to @MrCruce, # chatbots are an increasingly interactive and important way to get content. #intelcontent Click to tweet
Why you want to build a chatbot
Not all companies need chatbots. If you can handle a particular query in an automated way, it’s a good idea to build it. According to the UX booth article, successful implementation has the following benefits:
In addition Improving brand affinity and loyalty
Enhanced brand voice and personality
Differentiate from competitors
Increased engagement and interaction time
In like manner Higher conversion rate
Rich data to better understand users
Cruce cites three progressively human-like chatbots.
In like manner Mastercard chatbot (via Facebook Messenger app)
Alexa (via Amazon Echo)
Nadia (created by Soul Machines and powered by IBM Watson software)
The Mastercard chatbot, which communicates via Facebook Messenger text messages, answers
In the first place questions that people don’t need to handle. How much did you spend at the restaurant in September? What is my offer? What are the benefits of the card? How do I reset my password?
In addition Alexa, Amazon Echo’s intelligent personal assistant, migrates conversations from text to voice. You talk to Alexa, and Alexa talks back. This assistant does more than just answer your questions. You can play music, create a to-do list, set alarms, stream podcasts, play audiobooks, and keep up to date with weather, traffic, and news. This type of assistant can also be to be a little more enjoyable. (Siri is a similar example. Say “I see a little silhouette of a man” to Siri. The response especially tickles me when delivered in one of the Australian voices.)
In addition Cate Blanchett has created a voice recording. Talking to Nadia, “she” sees and hears you and adapts her answer to your presumed emotional state, depending on your tone and facial expression. Here’s what her Nadia looks and sounds like:
Behind-the-scenes chatbot content
In the first place Most chatbot platforms rely on authors to develop a separate repository of questions and answers. Authors often duplicate this content from other systems. This tedious task is expensive. As Cruz says
In addition Subject experts need to be able to maintain content from a single source. The more duplicate content repositories you deploy, the greater the effort, cost, and risk of deploying them. Chatbot content must be in the core CMS.