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Chatbots are contents, not conversations

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My view about Chatbots that starts from the following assumptions and continues with some practical examples.

- Users don’t want conversations. Users want pertinent and timely contents within the app that they use most.
- Chatbots have the reason to exist because users don’t like to download lot of apps and because mobile sites are slow or difficult to navigate.
- Chatbots are a communication channel with an interaction pattern in a sort of way similar to the natural language. They aren’t virtual sales agents.
- Chatbots have the difficult mission to bring together contents and services within messaging apps.
- The best chatbots performances aren’t based on conversations. Interacting with them requires new functions and a standardized command language.

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Chatbots are contents, not conversations

  1. 1. Chatbots are contents, not conversations Antonio Patti
  2. 2. Introductive assumptions antoniopatti.it
  3. 3. ● Users don’t want conversations. Users want pertinent and timely contents within the app that they use most. ● Chatbots have the reason to exist because users don’t like to download lot of apps and because mobile sites are slow or difficult to navigate. ● Chatbots are a communication channel with an interaction pattern in a sort of way similar to the natural language. They aren’t virtual sales agents. ● Chatbots have the difficult mission to bring together contents and services within messaging apps. ● The best chatbots performances aren’t based on conversations. Interacting with them requires new functions and a standardized command language. antoniopatti.it
  4. 4. Why Chatbots are so important? antoniopatti.it
  5. 5. Chatbots are important because: ● they represent a way for engaging users within their favorite apps ● they can replace apps and websites for simple and recurrent tasks ● they are the only direct marketing channel comparable with the email ● they revolutionize the smartphone’s push communication marketing ● they are the entrance point for advanced data building programs ● users interest in downloading branded apps is decreasing ● mobile navigation sometimes is frustrating ● users are accustomed in making Google searches in a conversational way Threats: ● they can’t really understand natural language ● they can’t replace the all the other apps functions ● they could decrease the users curiosity and research capacity ● they will struggle for visibility antoniopatti.it
  6. 6. Chatbots for CRM and Direct Marketing antoniopatti.it
  7. 7. Chatbots are the future of CRM and Direct Marketing because: ● they reach users exactly where they are ● they deliver profiled offers and contents, receiving immediate feedbacks ● they are an effective support for the human-based customer care ● they will build customers profiles analyzing the interactions and asking for information, ratings etc Threats: ● they can’t wrong a lot of answers and they can’t ask too much questions ● they must care a lot about language, style, frequency and relevancy of their push contents ● they aren’t a branded channel antoniopatti.it
  8. 8. Chatbots need dedicated functions and a standard command language antoniopatti.it
  9. 9. Chatbots need dedicated functions and a standard command language because: ● they could save the users credentials ● they deliver repetitive information that don’t need a “conversation” ● they can send rich messages with images, links, buttons ● they could need to be reset after a long conversation ● they send messages that should be rated, disabled or made more frequent ● a standardized language will accelerate the users learning curve and could be used as a sort of “design guideline” Threats: ● users could be confused by the different UX within the same messaging app ● users could come back to apps for simple and repetitive tasks antoniopatti.it
  10. 10. Chatbots dedicated functions antoniopatti.it
  11. 11. ask me something... Chatbot’s chat User’s chat Disable category Set frequency Rate Chatbot’s name Disable category for stopping a specific category push messages (contextual menu) Set frequency for increasing or decreasing a specific category push messages (contextual menu) Rate the push message (contextual menu) Get for accessing to the functions menu and/or receiving personalized contents More for receiving more information and/or requiring a new answer about the last content Help for reading the command language, the chatbot’s functions, the push alerts subscribed and the logged in services Reset for reset the conversationMore HelpGet Reset antoniopatti.it
  12. 12. What companies can do with Chatbots? antoniopatti.it
  13. 13. Functions: ● Personal profile login ● Bills shipment and payment ● Consumptions control ● Network status and complaints ● Direct Marketing ● Customer service support ● Surveys Utility Company antoniopatti.it
  14. 14. write or tap the commands Hi Tony and thank you for adding us. If you are our client you can see there everything about AP Tel network and your account. AP Tel write or tap the commands Hi again Tony Patty. Thank you for logging in through Messenger. AP Tel write or tap the commands Welcome back Tony, Looking at your subscription plan we can link you the following. AP Tel Please type your credentials for receiving and paying your bills, control your consumptions, verify the network status and talk with us. type your email type your password Log in For security reasons we’ll ask you again your password when needed. Are you an AP Tel client? Yes No Following the list of the available services. Tap the “Get” button for receiving the full list or send us the name of the service. Consuptions Bills Network Offers Support 03 of June, 10.42 am Offers Buy a Pear Phone with a lifetime contract Go green using our pigeons messages 04 of June, 11.03 am Hi Tony. This is the first “Bill day” on Messenger. Following you can see, download and pay the June’s bill. Tap to download: June 2016 - 2553.pdf Pay on the website Remind me More HelpGet Reset More HelpGet Reset More HelpGet Reset
  15. 15. write or tap the commands AP Tel write or tap the commands AP Tel write or tap the commands AP Tel Hi Tony, following the list of available services. Consuptions Bills Network Offers Support We found a lot of traffic in your area. Our network could run lower than expected, but we are working on it. Bills We are giving you the access to all your bills. For security reasons we need your AP Tel password. type your password Log in Login successfull. Please now type the month and the year of the bill that you want to see (ex “May 2016”) or type “all” for receiving the link to your personal area on the AP Tel website. Remind me 23 of June, 10.03 pm Tap on “Get” button This month you already used - 25 minutes (unlimited) - 3 sms (unlimited) - 1.5 gigabytes of 2.0 gigabytes Network 25 of June, 01.45 am Tony we are localizing your smartphone for verifying the network. Type “Support” for reaching our customer service. 27 of June, 02.54 pm Hi Tony, we inform you that you are finishing your data. You already used - 1.85 gigabytes of 2.0 gygabytes. Buy 500 mb of traffic Long press for contextual menu Hi Tony, we disabled the alert. If you want enable it again, tap or write “Help”. More HelpGet Reset More HelpGet Reset More HelpGet Reset Disable > Set > Rate > Disable limits alerts
  16. 16. Functions: ● Personal profile login (Travel Card) ● Travel Cards renew and tickets purchases ● Validity alerts ● Trip planner ● Network status ● Metro maps download ● Timetables and real-time information ● Favourite stops saving ● Personalized traffic alerts ● Customer service support ● Direct Marketing ● Surveys Transport Company antoniopatti.it
  17. 17. write or tap the commands Hi Tony and thank you for the add. I’m your AP Tranzport chat assistant. AP TranzPort write or tap the commands How can I help you? AP TranzPort write or tap the commands AP TranzPort Following the list of the services and the information available for you. Tap “Get” for receiving the full list or type the function’s name. Travel Card Tickets From - To Stops Favourites Central Station Start journey from Central... Stops named Central Station Central Station Island 1> Mainland 2 m map timetable save Central Station Love wins 32> Wedding place 9 m map timetable save Central Station Metro M7 M7> Mega Max M 9 m map timetable save Central Station Love wins 32> Wedding place 8 m map timetable save I saved the “Central Station Love wins” stop. Now you can see it typing “Favourites” or “Fav” and accessing to the list of services. I’ll inform you about all the pertinent news. For disabling the alerts make a long press on the message and use the contextual menu. More HelpGet Reset More HelpGet Reset More HelpGet Reset
  18. 18. write or tap the commands Welcome back Tony! Do you want to login with your AP TranzPort credentials or do you want some information? AP TranzPort write or tap the commands AP TranzPort write or tap the commands AP TranzPort Travel Card More HelpGet Reset More HelpGet Reset More HelpGet Reset 26 of June, 10.03 pm Info about Travel Cards Login type your email type your password Log in We’ll take care of your credentials nd for security reasons we’ll ask you again your password when needed. Remind me Your monthly pass will expire in five days. Starting from today I’ll take care to alert you about this. Do you want to buy the pass now? Renew the pass Buy another pass Remind me in 5 days Don’t ask this again 02 of July, 11.45 am From Leo Street 12 to Janis Road 27 Hi Tony. Looks like you are in town. Following some journeys that I found for you. 25 minutes M7 - 12 - 56 32 minutes M6 - 12 Walk to Regal square 500 m Take M6 Kings 8 stops Get off at M6-M7 Mega Max stop Take the 12 5 stops Get off at Janis Road 27 See on map Travel Card is expired and you can’t use it for this journey. Renew the pass Buy a ticket Don’t ask this again
  19. 19. Functions: ● Personal profile login ● Products information ● Shipment updates ● Direct Marketing ● Customer service support ● Surveys B2C Company antoniopatti.it
  20. 20. Processor 1,5 GhZ Price 1,999 $ Memory 32 Gb Hi Tony, I’m ready to restart our chat. write or tap the commands Hi Tony and thank you for the add. I can give you some information about products and special offers. You can even buy and track your shipments from here. AP Commerce write or tap the commands AP Commerce write or tap the commands AP Commerce More HelpGet Reset More HelpGet Reset More HelpGet Reset Write something about the product that you are searching for or type the tracking code of your purchase for verifying the shipment. Tap or write: “Get” for navigating the functions menu. “More” for receiving more information about the product “Reset” for restarting our conversation. Pear notebook Pear Megabook 15’ 1,999 $ Pear Megabook 15’ Product info Pear Megabook 13’ 999 $ Tap on “More” button Seems that you want to see something different. Choose a category for browsing other. Brand Price Dimension OS Ram Offers Tap on “Reset” button Now I explain what I can do for you. Write some keywords or the name of a product for browsing some pertinent results. Write “Offers” for consulting all our special sales. Register or login for personalizing the offers. If you already bought a product, type the tracking code for verifying the shipment. Write “Support” for getting in touch with our Customer Service. Write “Get” or tap it for navigating the menu. Write “More” or tap it for receiving more information about something. Write “Reset” or tap it for restarting our conversation. Tap on “Help” button Buy Actually you are subscribed to the - top offers messages. Make a long press on the message for unsubscribe. You are not logged in.
  21. 21. Functions: ● Reservations ● Daily menu information ● Recipes information ● Real-time and direct marketing Restoration Company antoniopatti.it
  22. 22. Functions: ● Personal profile login ● News topics selection ● Direct Marketing ● Surveys News Company antoniopatti.it
  23. 23. Summing up: what a Chatbot can and can’t do efficiently? antoniopatti.it
  24. 24. Can give information and sell specified products/service Can’t drive products discover Can send meaningful and personalized chats Can’t entertain users Can speed up some contents fruition Can’t replace any available service Can save users credentials Can’t increase users security and privacy Can send geolocated contents Can’t invade the users private area antoniopatti.it
  25. 25. 05/06/2016 Antonio Patti antoniopatti.it @antoniopatti antoniopatti.it

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