According to Niko Bon, ‘90% of our time on mobile is spent on email and messaging platforms” a result of technology evolving quicker in the 21st century than ever before. So, what are chatbots & why do they present such a large opportunity in this ever-growing IoT society?
A chatbot is a service, powered by rules and artificial intelligence, a communication bot that interacts with consumers via a chat messenger platform from platforms such as; Facebook Messenger, Slack, Text messages and Websites. Chatbots act as brand extensions, enabling conversations to become sales leads and build a relationship with consumers. Designed to help and provide services such as: Weather readings, Grocery ordering, providing the news, Life advice by offering solutions to issues, or a scheduling bot, helping plan and schedule meetings. As chatbots develop the opportunities grow.
Investing in a chatbot is essential for brand agility, communicate and connect with consumers more efficiently. Studies by BI Intelligence show that consumers are using messaging apps more than social networks. Social networks are no longer the direct root for consumer interaction, having a chatbot enables the conversation to continue.
Three questions a brand should consider before building and branding a chatbot.
What is the bots’ goal?
The objective of a bot should be clear and concise, think of the objective as a brand mission – what’s the one goal the chatbot is aiming to achieve? Don’t build and design a bot that has too many functions and isn’t easy to maintain. Bots that work and survive are ones that have one core, main objective whether that is to – provide news, sell, listen or communicate – one goal should be achieved before trying to master too many chatbot extensions, efficiency and concise communication is vital with a bot.
What voice will the bot acquire?
Existing or a new brand? Either way, a bot has to adapt and take on a tone of voice; whether that’s professional, informal or chatty. A chatbot has to have a brand personality for users to feel moderately comfortable and interact. The voice needs to remain consistent: phrases and slogans that are used across marketing should be adapted into the chatbots’ functionality when responding.
Who is the target audience?
Every product or service has a target consumer, so does a chatbot. Don’t design blindly. Think about the target audience’s needs and wants. Questions to consider in relation to the target consumer are: Who is your target audience? What will they want the chatbot for? What do they desire from your brand?. Defining the target audience will shape the chatbot and positively effect the end reception of the chatbot design. Shaping the tone of voice and chatbot goal.
Communication is key as consumers urge for more brand transparency, personality and on demand services. Taking away the extra need for human interaction, bots can fuel the urge for on demand services and keep with the needs and wants of the 21st-century.
To read more of our thoughts on branding, design, strategy, insights & technology, subscribe to our blog.
Follow us on Twitter and Instagram @Noiragency