What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest...
Transcript of What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest...
![Page 1: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/1.jpg)
![Page 2: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/2.jpg)
What is the
ultimate
CX?
![Page 3: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/3.jpg)
![Page 4: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/4.jpg)
Customer experience is high on the
agenda of every marketer today…
![Page 5: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/5.jpg)
![Page 6: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/6.jpg)
How to scale this
CX anno 2017...
![Page 7: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/7.jpg)
… in order to meet the rising customer expectations!
![Page 8: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/8.jpg)
Make smart use
of new
technologies!
![Page 9: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/9.jpg)
At
we invest heavily
in marketing
innovation!
![Page 10: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/10.jpg)
Created by:
![Page 11: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/11.jpg)
![Page 12: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/12.jpg)
1.What are bots?
![Page 13: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/13.jpg)
WHAT ARE BOTS?
BOTS ARE ABOUT CONVERSATIONAL UX
A bot is your 24/7 automated assistant who communicates
directly with your customer audience.
![Page 14: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/14.jpg)
WHY WOULD PEOPLE USE IT ?
ADVANTAGES FOR USERS
No need to install anything
Simple interactions
Personalized communication
Less scary than calling
![Page 15: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/15.jpg)
WHY SHOULD BRANDS USE IT?
ADVANTAGES OF BOTS FOR BRANDS
24/7 brand interaction
Wide reach
Scalable
Personalized communication
Capture data
![Page 16: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/16.jpg)
WHY SHOULD BRANDS USE IT?
WHAT ARE THIS RISKS?
A bot is not human
System fall-out?
Generation bound?
![Page 17: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/17.jpg)
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!
![Page 18: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/18.jpg)
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!)
![Page 19: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/19.jpg)
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.
![Page 20: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/20.jpg)
EXAMPLES: SPECIALISED SERVICES
SPECIALIZED SERVICES
MEDICAL PRINTBOT WEATHER
![Page 21: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/21.jpg)
EXAMPLES: USE CASE – CONFERENCE BOT
CONFERENCE BOT – THAILAND MOBILE SUMMIT
Conversation initiated by a QR-code
![Page 22: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/22.jpg)
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?
…
![Page 23: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/23.jpg)
EXAMPLES: USE CASE – CONFERENCE BOT
FLEXIBILITY
Changes in the agenda were uploaded immediately
Any new questions asked by participants
could easily be included
![Page 24: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/24.jpg)
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
![Page 25: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/25.jpg)
BUT OF COURSE WE ARE HERE TO TALK ABOUT ECOMMERCE
CONVERSATIONAL COMMERCE:
WHERE MESSAGING MEETS E-COMMERCE
![Page 26: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/26.jpg)
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
![Page 27: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/27.jpg)
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?
![Page 28: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/28.jpg)
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
![Page 29: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/29.jpg)
REMEMBER YOUR SALES FUNNEL?
![Page 30: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/30.jpg)
CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE
SALES FUNNEL - AWARENESS
CHATBOTS CAN RAISE AWARENESS – BD MYSHOPI
VALENTINE BOT
![Page 31: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/31.jpg)
CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE
SALES FUNNEL - INTEREST
CHATBOTS CAN PERSONALIZE THE RESEARCH PHASE–
H&M STYLE GUIDE
![Page 32: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/32.jpg)
CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE
SALES FUNNEL - CONSIDERATION
NOW CUSTOMERS KNOW WHAT THEY WANT, THEY MIGHT
CONSIDER SEVERAL OPTIONS – MACY’S
![Page 33: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/33.jpg)
CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE
SALES FUNNEL - TRIAL
OR CAN HELP FIND ITEMS - ONTEX
![Page 34: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/34.jpg)
CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE
SALES FUNNEL - PURCHASE
CHATBOTS CAN SUPPORT CHECKOUTS
And not only in the US!
![Page 35: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/35.jpg)
CHATBOTS CAN “LIVE” IN EVERY STAGE OF THE
SALES FUNNEL - ADVOCACY
CHATBOTS CAN ALSO PROVIDE CUSTOMER DELIGHT! –
KLM Emoji
![Page 36: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/36.jpg)
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
![Page 37: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/37.jpg)
AND NOT ONLY ON FACEBOOK (SORRY MARK)
![Page 38: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/38.jpg)
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…
![Page 39: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/39.jpg)
THE FUTURE IS NEAR
IMAGINE HOW THIS TECHNOLOGY CAN
HELP YOU IMPROVE YOUR CUSTOMER
EXPERIENCE
“Alexa, ask Starbucks to start my order”
![Page 40: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/40.jpg)
THE FUTURE IS NEAR
NOT YET PERFECT…
![Page 41: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/41.jpg)
2.HOW ?
![Page 42: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/42.jpg)
![Page 43: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/43.jpg)
HOW TO BUILD A BOT? - Ideation
STEP 1. FILL IN THE BOTCANVAS(download via www.thehouseofmarketing.be/botcanvas)
![Page 44: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/44.jpg)
HOW TO BUILD A BOT? - Ideation
STEP 2. DRAW THE CONVERSATIONAL FLOW
![Page 45: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/45.jpg)
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)
![Page 46: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/46.jpg)
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.
![Page 47: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/47.jpg)
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!
![Page 48: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/48.jpg)
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
![Page 49: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/49.jpg)
START THE
CONVERSATION
ON
www.botbakery.eu
Dennis Peeters
Conversational UX
specialist
Master botbaker
Dennis De Cat
Bot strategist
Master botbaker
![Page 50: What is the - Safeshops · 2019-06-17 · sales funnel - awareness ... sales funnel - interest chatbots can personalize the research phase– h&m style guide. chatbots can “live”](https://reader030.fdocuments.in/reader030/viewer/2022040409/5ec4ff5ed61b5325fe419bbf/html5/thumbnails/50.jpg)
Created by:
GET IN TOUCH!