Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Principles of Conversational Business

5,750 views

Published on

Conversational and natural language interfaces for business applications are rapidly becoming an important way to engage with users. Jason Brenier, Director of Strategy at Georgian Partners introduces a framework of principles for adopting conversational business successfully in your own organisation.

Published in: Technology
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Principles of Conversational Business

  1. 1. The 9 Principles of Conversational Business 1 The 9 Principles of Conversational Business How to Achieve Personal Interactions with Your Customers at Scale
  2. 2. The 9 Principles of Conversational Business 2 Conversational business is about using messaging apps, speech-based assistants and chatbots to communicate with your customers.
  3. 3. The 9 Principles of Conversational Business 3 It’s a way to automate communication and create personalized customer experiences that are infinitely scalable.
  4. 4. The 9 Principles of Conversational Business 4 That’s important, because the companies that get it right are going to have a huge competitive advantage.
  5. 5. The 9 Principles of Conversational Business 5 In fact, they’ll be better placed to engage their customers, drive revenue and grow their business.
  6. 6. The 9 Principles of Conversational Business 6 To help you get your head around how to approach conversational business, we’ve put together the following 9 principles.
  7. 7. The 9 Principles of Conversational Business 7The 9 Principles of Conversational Business 7 Identify where you’ll have the greatest conversational impact. 1
  8. 8. The 9 Principles of Conversational Business 8 Messaging and voice-based conversational interfaces can add value to businesses.
  9. 9. The 9 Principles of Conversational Business 9 They can create engaging user experiences that reach wider audiences, increase loyalty and drive revenue.
  10. 10. The 9 Principles of Conversational Business 10The 9 Principles of Conversational Business 10 But they won’t work well in every scenario.
  11. 11. The 9 Principles of Conversational Business 11 That’s why it’s important to figure out where conversational interactions will deliver the most value.
  12. 12. The 9 Principles of Conversational Business 12 To do so, prioritize opportunities to deliver personalized interactions to large audiences using automation.
  13. 13. The 9 Principles of Conversational Business 13The 9 Principles of Conversational Business 13 Understand your audience. 2
  14. 14. The 9 Principles of Conversational Business 14 Identify your current and potential audience.
  15. 15. The 9 Principles of Conversational Business 15The 9 Principles of Conversational Business 15 Learn what they need, what they do and how best to engage them. That includes the right platform, channel and device to use.
  16. 16. The 9 Principles of Conversational Business 16The 9 Principles of Conversational Business 16 Engaging users on the channels and platforms they’re already using can eliminate friction and churn.
  17. 17. The 9 Principles of Conversational Business 17 That way it’s easier to get them on board.
  18. 18. The 9 Principles of Conversational Business 18 Plus, it allows them to share the experience with their friends and other contacts.
  19. 19. The 9 Principles of Conversational Business 19The 9 Principles of Conversational Business 19 Build complete experiences. 3
  20. 20. The 9 Principles of Conversational Business 20The 9 Principles of Conversational Business 20 Any time you deliver a business process through a conversational interface, your users should be able to complete the desired task…
  21. 21. The 9 Principles of Conversational Business 21 Without needing to manage multiple applications, switch channels or interrupt the process flow.
  22. 22. The 9 Principles of Conversational Business 22 So map out the services you need to deliver an end-to-end business process.
  23. 23. The 9 Principles of Conversational Business 23The 9 Principles of Conversational Business 23 And make sure that you have access to all the necessary data and services to deliver the complete experience seamlessly.
  24. 24. The 9 Principles of Conversational Business 24The 9 Principles of Conversational Business 24 Content enables conversations. 4
  25. 25. The 9 Principles of Conversational Business 25The 9 Principles of Conversational Business 25 Businesses need to capture, curate and create content to deliver the best possible set of conversational interactions.
  26. 26. The 9 Principles of Conversational Business 26The 9 Principles of Conversational Business 26 The best source of content is the data you’re already collecting from existing customer conversations.
  27. 27. The 9 Principles of Conversational Business 27 That includes content from their emails, phone calls and the searches they conduct on your website.
  28. 28. The 9 Principles of Conversational Business 28 So identify any gaps and quality issues in your content, and develop a plan to address them.
  29. 29. The 9 Principles of Conversational Business 29The 9 Principles of Conversational Business 29 Capture user context. 5
  30. 30. The 9 Principles of Conversational Business 30 The best conversations are those where participants know something about each other.
  31. 31. The 9 Principles of Conversational Business 31The 9 Principles of Conversational Business 31 Context about who specific users are, their preferences, and what they’ve already said and done are important.
  32. 32. The 9 Principles of Conversational Business 32 They can help personalize interactions, reduce friction and streamline the conversational flow.
  33. 33. The 9 Principles of Conversational Business 33 Record rich contextual data from every interaction to improve your understanding of your users and the quality and effectiveness of future interactions.
  34. 34. The 9 Principles of Conversational Business 34The 9 Principles of Conversational Business 34 Design for conversation. 6
  35. 35. The 9 Principles of Conversational Business 35 Conversational design is about understanding and applying a range of linguistic conventions to improve conversational interactions.
  36. 36. The 9 Principles of Conversational Business 36The 9 Principles of Conversational Business 36 To be successful they need to… Understand your user’s intent Respond appropriately Be perceptive Learn from every conversation
  37. 37. The 9 Principles of Conversational Business 37The 9 Principles of Conversational Business 37 Personify your business. 7
  38. 38. The 9 Principles of Conversational Business 38 Conversational business extends the way customers view your brand and image. You want to make sure it enhances their view.
  39. 39. The 9 Principles of Conversational Business 39The 9 Principles of Conversational Business 39 To do so, build a persona to represent your brand in conversational interactions.
  40. 40. The 9 Principles of Conversational Business 40 Take time to understand the values and characteristics that you’d like to convey, and develop a conversational brand strategy.
  41. 41. The 9 Principles of Conversational Business 41The 9 Principles of Conversational Business 41 Bot or not? 8
  42. 42. The 9 Principles of Conversational Business 42The 9 Principles of Conversational Business 42 Always make sure that the right person or technology is taking part in the conversation.
  43. 43. The 9 Principles of Conversational Business 43 Automation is a continuum, and humans are almost always needed in the loop, either as trainers, evaluators or both.
  44. 44. The 9 Principles of Conversational Business 44 Develop a strategy for finding the right integration points, balance and pace for automation, and treat it as a design element.
  45. 45. The 9 Principles of Conversational Business 45The 9 Principles of Conversational Business 45 Then work to achieve seamless collaboration between humans and machines to get the best results possible.
  46. 46. The 9 Principles of Conversational Business 46The 9 Principles of Conversational Business 46 Keep private conversations private. 9
  47. 47. The 9 Principles of Conversational Business 47 Since conversational interactions are intimate, users expect them to remain private.
  48. 48. The 9 Principles of Conversational Business 48 Look for opportunities to implement stronger conversational privacy than the market norm to create competitive barriers.
  49. 49. The 9 Principles of Conversational Business 49The 9 Principles of Conversational Business 49 Be explicit with users about how you manage conversational data and set expectations about the nature of the conversation.
  50. 50. The 9 Principles of Conversational Business 50 Explain how they are going to benefit, and what you’ll need to do with their data to deliver those benefits.
  51. 51. The 9 Principles of Conversational Business 51The 9 Principles of Conversational Business 51 Conversational business is going to be a huge opportunity for all kinds of businesses.
  52. 52. The 9 Principles of Conversational Business 52The 9 Principles of Conversational Business 52 Identify where you’ll have the greatest conversational impact. Understand your audience. Build complete experiences. Content enables conversations. Capture user context. 4 7 8 9 1 2 3 Design for conversation. Personify your business. Bot or not? Keep private conversations private. To take advantage of that opportunity, make sure to keep these 9 principles in mind: 6 5
  53. 53. The 9 Principles of Conversational Business 53The 9 Principles of Conversational Business 53 Want to learn more about conversational business? Download our white paper on the “9 Principles of Conversational Business.”

×