What is the ultimate CX?

Transcription

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2 What is the ultimate CX?

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4 Customer experience is high on the agenda of every marketer today

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6 How to scale this CX anno

7 in order to meet the rising customer expectations!

8 Make smart use of new technologies!

9 At we invest heavily in marketing innovation!

10 Created by:

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12 1.What are bots?

13 WHAT ARE BOTS? BOTS ARE ABOUT CONVERSATIONAL UX A bot is your 24/7 automated assistant who communicates directly with your customer audience.

14 WHY WOULD PEOPLE USE IT? ADVANTAGES FOR USERS No need to install anything Simple interactions Personalized communication Less scary than calling

15 WHY SHOULD BRANDS USE IT? ADVANTAGES OF BOTS FOR BRANDS 24/7 brand interaction Wide reach Scalable Personalized communication Capture data

16 WHY SHOULD BRANDS USE IT? WHAT ARE THIS RISKS? A bot is not human System fall-out? Generation bound?

17 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!

18 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!)

19 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.

20 EXAMPLES: SPECIALISED SERVICES SPECIALIZED SERVICES MEDICAL PRINTBOT WEATHER

21 EXAMPLES: USE CASE CONFERENCE BOT CONFERENCE BOT THAILAND MOBILE SUMMIT Conversation initiated by a QR-code

22 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?

23 EXAMPLES: USE CASE CONFERENCE BOT FLEXIBILITY Changes in the agenda were uploaded immediately Any new questions asked by participants could easily be included

24 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

25 BUT OF COURSE WE ARE HERE TO TALK ABOUT ECOMMERCE CONVERSATIONAL COMMERCE: WHERE MESSAGING MEETS E-COMMERCE

26 EXAMPLES: CONVERSATIONAL COMMERCE CONVERSATIONAL COMMERCE 1800-FLOWERS SPRING 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

27 SO HOW DOES IT WORK? TYPICALLY POWERED BY NATURAL LANGUAGE UNDERSTANDING USER INPUT EXAMPLES INTENTS ACTIONS I want to learn French I want to speak French I want to know French I am looking for a French course Learn French Do you want to learn French at home or in class?

28 THE REAL GAME CHANGER IS THE ABILITY TO LEARN LEARNING IS THE KEY FOR CHATBOT ENABLEMENT USER INPUT EXAMPLES THE BOT WILL ALSO UNDERSTAND I want to learn French I want to speak French I want to know French I am looking for a French course I need French lessons I want to improve my French I want to start with a French class

29 REMEMBER YOUR SALES FUNNEL?

30 CHATBOTS CAN LIVE IN EVERY STAGE OF THE SALES FUNNEL - AWARENESS CHATBOTS CAN RAISE AWARENESS BD MYSHOPI VALENTINE BOT

31 CHATBOTS CAN LIVE IN EVERY STAGE OF THE SALES FUNNEL - INTEREST CHATBOTS CAN PERSONALIZE THE RESEARCH PHASE H&M STYLE GUIDE

32 CHATBOTS CAN LIVE IN EVERY STAGE OF THE SALES FUNNEL - CONSIDERATION NOW CUSTOMERS KNOW WHAT THEY WANT, THEY MIGHT CONSIDER SEVERAL OPTIONS MACY S

33 CHATBOTS CAN LIVE IN EVERY STAGE OF THE SALES FUNNEL - TRIAL OR CAN HELP FIND ITEMS - ONTEX

34 CHATBOTS CAN LIVE IN EVERY STAGE OF THE SALES FUNNEL - PURCHASE CHATBOTS CAN SUPPORT CHECKOUTS And not only in the US!

35 CHATBOTS CAN LIVE IN EVERY STAGE OF THE SALES FUNNEL - ADVOCACY CHATBOTS CAN ALSO PROVIDE CUSTOMER DELIGHT! KLM Emoji

36 YES BUT WE ARE CREATING A NEW APP FOR THAT APP FATIGUE HAS SET IN People stopped downloading apps apps downloaded/month apps downloaded/month

37 AND NOT ONLY ON FACEBOOK (SORRY MARK)

38 THE FUTURE IS NEAR THE FUTURE OF CONVERSATIONAL COMMERCE Amazon 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

39 THE FUTURE IS NEAR IMAGINE HOW THIS TECHNOLOGY CAN HELP YOU IMPROVE YOUR CUSTOMER EXPERIENCE Alexa, ask Starbucks to start my order

40 THE FUTURE IS NEAR NOT YET PERFECT

41 2. HOW?

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43 HOW TO BUILD A BOT? - Ideation STEP 1. FILL IN THE BOTCANVAS (download via

44 HOW TO BUILD A BOT? - Ideation STEP 2. DRAW THE CONVERSATIONAL FLOW

45 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)

46 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.

47 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!

48 HOW TO BUILD A BOT? 4. OPTIMIZATION User input Intent&Context Actions 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

49 START THE CONVERSATION ON Dennis Peeters Conversational UX specialist Master botbaker Dennis De Cat Bot strategist Master botbaker

50 GET IN TOUCH! Created by: