What is the

ultimate

CX?

Customer experience is high on the

agenda of every marketer today…

How to scale this

CX anno 2017...

… in order to meet the rising customer expectations!

Make smart use

of new

technologies!

At

we invest heavily

in marketing

innovation!

Created by:

1.What are bots?

WHAT ARE BOTS?

BOTS ARE ABOUT CONVERSATIONAL UX

A bot is your 24/7 automated assistant who communicates

directly with your customer audience.

WHY WOULD PEOPLE USE IT ?

ADVANTAGES FOR USERS

No need to install anything

Simple interactions

Personalized communication

Less scary than calling

WHY SHOULD BRANDS USE IT?

ADVANTAGES OF BOTS FOR BRANDS

24/7 brand interaction

Wide reach

Scalable

Personalized communication

Capture data

WHY SHOULD BRANDS USE IT?

WHAT ARE THIS RISKS?

A bot is not human

System fall-out?

Generation bound?

EXAMPLES: CUSTOMER SERVICE

SEAMLESS BUYER EXPERIENCE

Extend your customer service into messenger

apps. Don’t only think e-commerce but imagine

personalized interactions with:

Internet providers

Telephone companies

Post offices

Without the need for extensive telephone menus

and waiting times!

EXAMPLES: CONTENT DISTRIBUTION

BE THE FIRST BRAND PEOPLE SEE IN

THE MORNING… DAILY NEWS!

A new channel to connect with your readers. It’s

bound to be popular because:

No advertisements

Personalized

Initiated by the user (no annoying pop-ups!)

EXAMPLES: CONTENT DISTRIBUTION

TRY IT YOURSELF!

1. Go to Facebook

messenger

2. Look for “CEO newsbot

– belgium” as you were

looking for a friend!

3. Start the conversation &

receive the latest

insights.

EXAMPLES: SPECIALISED SERVICES

SPECIALIZED SERVICES

MEDICAL PRINTBOT WEATHER

EXAMPLES: USE CASE – CONFERENCE BOT

CONFERENCE BOT – THAILAND MOBILE SUMMIT

Conversation initiated by a QR-code

EXAMPLES: USE CASE – CONFERENCE BOT

ANSWER TO FREQUENTLY ASKED QUESTIONS.

Where is lunch?

What is happening next in room 307?

When is John Cheng speaking?

What time is the first talk?

Show me a floor plan

Who is the speaker now?

Is there a veggie menu?

…

EXAMPLES: USE CASE – CONFERENCE BOT

FLEXIBILITY

Changes in the agenda were uploaded immediately

Any new questions asked by participants

could easily be included

EXAMPLES: USE CASE – CONFERENCE BOT

RESULTS

37% of attendees interacted with the bot

On average 9.7 messages/person sent to the chatbot

Data capturing about the event

BUT OF COURSE WE ARE HERE TO TALK ABOUT ECOMMERCE

CONVERSATIONAL COMMERCE:

WHERE MESSAGING MEETS E-COMMERCE

EXAMPLES: CONVERSATIONAL

COMMERCE

CONVERSATIONAL COMMERCE

Both 1800-Flowers and Spring made it possible for customers to

easily shop for products on Facebook.

70% of customers ordering through the chatbot are new 180-

FLOWERS customers

1800-FLOWERS SPRING

SO HOW DOES IT WORK?

TYPICALLY POWERED BY NATURAL LANGUAGE

UNDERSTANDING

I want to learn French

I want to speak French

I want to know French

I am looking for a French

course

USER INPUT EXAMPLES INTENTS ACTIONS

Learn

French

Do you want to learn

French at home or in

class?

THE REAL GAME CHANGER IS THE ABILITY TO

LEARN

LEARNING IS THE KEY FOR CHATBOT ENABLEMENT

I want to learn French

I want to speak French

I want to know French

I am looking for a French course

USER INPUT EXAMPLESTHE BOT WILL ALSO

UNDERSTAND

I need French lessons

I want to improve my French

I want to start with a French class

REMEMBER YOUR SALES FUNNEL?

CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE

SALES FUNNEL - AWARENESS

CHATBOTS CAN RAISE AWARENESS – BD MYSHOPI

VALENTINE BOT

CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE

SALES FUNNEL - INTEREST

CHATBOTS CAN PERSONALIZE THE RESEARCH PHASE–

H&M STYLE GUIDE

CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE

SALES FUNNEL - CONSIDERATION

NOW CUSTOMERS KNOW WHAT THEY WANT, THEY MIGHT

CONSIDER SEVERAL OPTIONS – MACY’S

CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE

SALES FUNNEL - TRIAL

OR CAN HELP FIND ITEMS - ONTEX

CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE

SALES FUNNEL - PURCHASE

CHATBOTS CAN SUPPORT CHECKOUTS

And not only in the US!

CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE

SALES FUNNEL - ADVOCACY

CHATBOTS CAN ALSO PROVIDE CUSTOMER DELIGHT! –

KLM Emoji

0

YES… BUT WE ARE CREATING A NEW APP FOR THAT

People stopped downloading apps

APP FATIGUE HAS SET IN

2008

10apps downloaded/month

2016

apps downloaded/month

AND NOT ONLY ON FACEBOOK (SORRY MARK)

THE FUTURE IS NEAR

THE FUTURE OF CONVERSATIONAL

COMMERCEAmazon Echo’s Alexa allows Prime subscribers to order directly from the Amazon

product catalog without ever having to lift a finger.

Alexa, order new headphones

on Amazon…

THE FUTURE IS NEAR

IMAGINE HOW THIS TECHNOLOGY CAN

HELP YOU IMPROVE YOUR CUSTOMER

EXPERIENCE

“Alexa, ask Starbucks to start my order”

THE FUTURE IS NEAR

NOT YET PERFECT…

2.HOW ?

HOW TO BUILD A BOT? - Ideation

STEP 1. FILL IN THE BOTCANVAS(download via www.thehouseofmarketing.be/botcanvas)

HOW TO BUILD A BOT? - Ideation

STEP 2. DRAW THE CONVERSATIONAL FLOW

HOW TO BUILD A BOT? - Ideation

STEP 3. CONVINCE STAKEHOLDERS WITH A MOVIE

Create a mock-up easily with

Botsociety.io

(Absolutely the fastest way to visualize your

bot)

HOW TO BUILD A BOT?

2. PRIVATE BETA VERSION

Start chatting! Ready to test your bot? We set up a beta platform that allows you,

your colleagues, friends,… to test the bot and provide feedback.

Based on this feedback we make changes and prepare to go live to the public.

HOW TO BUILD A BOT?

3. LIVE DEPLOYMENT

Let’s get ready for the public! In this stage we set up the bot on all required

platforms, and if you want we can include a communication and media plan to

promote your bot!

HOW TO BUILD A BOT?

4. OPTIMIZATION

While the data is rolling in, we can start optimizing.

Add new intents and actions

Improve current intent recognitions & actions

Set up follow-up messages

Activate more users

User input Intent&Context Actions

START THE

CONVERSATION

ON

www.botbakery.eu

Dennis Peeters

Conversational UX

specialist

Master botbaker

info@botbakery.eu

Dennis De Cat

Bot strategist

Master botbaker

info@botbakery.eu

Created by:

GET IN TOUCH!