Part 3: Chatbots and the digital consumer

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Part 1  and Part 2  of this series delivered a basic introduction to chatbots and examined how they’re already used to reimagine the way brands and businesses engage with an increasingly digital consumer.

Today, some further uses for chatbots are explored.

CAMPAIGNING

Chatbots help organisations work around some of the challenges of contemporary campaigning. Unencumbered by the constraints of traditional platforms, chatbots can be both a broadcast and narrowcast tool delivering public and individual content.

Chatbots are cheap and quick to build while updating takes minutes, ensuring they keep up with the most demanding of campaign schedules. Layers of sophistication can be built into each new round of messaging while aggregated data testing can determine whether how well a message is working in real-time.

DATA GATHERING

The simplest way to learn something about someone is to ask them. Brands and businesses can analyse consumer behaviours in unprecedented and surprising ways using chatbot interfaces. No need to build databases from secondary sources when you can ask consumers’ opinion directly, like AusPoliBot.

At a practical level, if a brand wants to know how consumers have received their new product, each individual sale can be followed with a satisfaction questionnaire at an appropriate interval.

DIGITAL FIRST TOUCH

Although both want to build a long-term and satisfying relationship, initial engagements between brands and consumers can be challenging. Individuals rarely welcome cold calls and brands can intimidate potential consumers.

For consumers a chatbot is less invasive and quicker interaction than a cold approach, removing a level of intimidation, allowing them to comfortably ask questions and move at their own pace. While brands can learn a great deal from a short initial chatbot interaction and completely personalise further engagement.

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June 5, 2017

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