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3 ways to commercialise conversational interfaces

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Understanding and experience conversational interfaces and ways of working with them now for brands and agencies. Use cases include bespoke assistant creation, conversational advertising and automating all conversational channels.

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3 ways to commercialise conversational interfaces

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  2. 2. 2@charlescadbury
  3. 3. 3@charlescadbury
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  5. 5. 5 Connected Autonomous Vehicle Built-in smart speaker Cloud based
  6. 6. 6@charlescadbury
  7. 7. 7@charlescadbury
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  9. 9. SayItNow is a specialist technology company that helps brands take advantage of opportunities created by consumers shifting to conversational channels 9
  10. 10. 10@charlescadbury
  11. 11. 11@charlescadbury
  12. 12. 12 Trust Maturity BusinessValue
  13. 13. 3 steps to increased conversions 1. Trust Your customers need to trust that they can ask questions on any channel and immediately get back the correct results. This builds trust in the channel. 2. Personalisation Each engagement allows you to learn a little more about your customer and then deliver ever more tailored responses. Over time you will automatically communicate with each customer uniquely. This increases trust and relevance. 3. Activation Once you have an engaged customer, communicating with your brand through a trusted, personalised, channel they are more likely to positively respond to outbound offers and and conversion rates will increase. @charlescadbury
  14. 14. 3 steps to increased conversions 1. Trust Your customers need to trust that they can ask questions on any channel and immediately get back the correct results. This builds trust in the channel. 2. Personalisation Each engagement allows you to learn a little more about your customer and then deliver ever more tailored responses. Over time you will automatically communicate with each customer uniquely. This increases trust and relevance. 3. Activation Once you have an engaged customer, communicating with your brand through a trusted, personalised, channel they are more likely to positively respond to outbound offers and and conversion rates will increase. @charlescadbury
  15. 15. 3 steps to increased conversions 1. Trust Your customers need to trust that they can ask questions on any channel and immediately get back the correct results. This builds trust in the channel. 2. Personalisation Each engagement allows you to learn a little more about your customer and then deliver ever more tailored responses. Over time you will automatically communicate with each customer uniquely. This increases trust and relevance. 3. Activation Once you have an engaged customer, communicating with your brand through a trusted, personalised, channel they are more likely to positively respond to outbound offers and and conversion rates will increase. @charlescadbury
  16. 16. Generic Assistants Bespoke services Finance E-commerce Travel Retail ..many others ● Will drive market growth ● Will increase in capability ● Will mostly be the starting point of bespoke journeys Are required because: ● User account information access required ● Integration required with proprietary systems ● Service provided is too niche for generic assistant Bespoke services integration with generic assistants @charlescadbury
  17. 17. increased trust = increased transactions on this channel Branded Transactional Assistants 2018 2028 @charlescadbury TRUST
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  21. 21. 21 Chat to us about the SEAT Arona Click @charlescadbury
  22. 22. 22 @charlescadbury
  23. 23. 5 step process 23 1. Assess 2. Understand 3. Deploy 4. Improve 5. Extend Maturity of automated conversations a G/R r G/R a a G/R r a a r r r G/R r r r r a r r r r a r r r r r r r r r r r r r r r r r r r r r a G/R r G/R a a G/R r a a r r r G/R r r r r a r r r r a r r r r r r r r r r r r r r r r r r r r r G/R G/R o G/R a G/R G/R r a a G/R r r G/R r G/R r r a r G/R r r a r G/R r r r r G/R r r r r G/R r r r r G/R r r r r G/R G/R r G/R G/R G/R G/R r G/R G/R G/R r r G/R G/R G/R r r G/R G/R G/R r r G/R G/R G/R r r G/R r G/R r r G/R r G/R r r G/R r G/R r r G/R r G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R G/R Say It Now Health Check report Workshop to articulate most valuable channels to automate Activate assistant on first channel Improve range of responses and channels Deliver expert level of your automated brand voice.
  24. 24. 24 Observations ● Almost all have social presence on Facebook/Twitter but most respond slowly to requests ● A few have web chat facility but it is rarely automated and response speed varies ● Brand Alexa skills are still rare ● Almost all have Google results but very few have Google Assistant skills ● Very few customer journeys are supported through conversational channels Searchability 1 1 3 1 Responsiveness 3 3 2 N/A N/A Content and tone 2 2 3 N/A N/A CRM/Data 3 3 3 N/A N/A Discover 3 3 3 N/A N/A Buy 3 3 3 N/A N/A FAQ 3 3 3 N/A N/A Service/Support 3 3 2 N/A N/A
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  26. 26. 26 @charlescadbury 2006 mobile 2018 voice
  27. 27. 27 @charlescadbury Number of conversational practitioners Now Future
  28. 28. 28 @charlescadbury Number of conversational practitioners Now Future
  29. 29. 29 @charlescadbury
  30. 30. What questions do you have? charlie@sayitnow.ai www.sayitnow.ai

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