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Software is eating the world
Sources:
• Flurry. “Shopping, Productivity and Messaging Give Mobile Another Stunning Growth ...
Messaging as an operating system
Messaging apps are often becoming
platforms – stealth operating systems
on top of your ex...
Marketers now have the opportunity to
be more plugged in to their target
consumers’ conversations. This is the
dawn of the...
Why is chat user interface (UI) preferred?
“We already know how to chat, so making requests is easy.” – Nir Eyal, author o...
INFINITE CHAT
INTEGRATIONS
INTO BRANDED
ECOSYSTEMS
Brandshave alwaysfished where the fish are
Today, that means expeditions into
messaging apps. And brand integrations
will ...
What might a chatbot interface look like in banking?
Financial Services
Integration with platforms seems unlikely
due to p...
What might a chatbot interface look like in travel?
Travel
Travel apps are already woven into naïve
functionality on iOS a...
User interface applications across industries
Retail
As a category, retail is vast. Some fashion and sports brands already...
Branded chat personasat work
The requirements of designing a successful
chat experience are different than building
websit...
So, what’s yourchat strategy?
The right chat strategy, when executed well, will:
• Give your brand the unparalleled opport...
Daniel Harvey
Creative Director & Global Practice Lead,
Experience Design, SapientNitro London
dharvey@sapient.com
About t...
Conversational UI: How Marketers Can Integrate Messaging Apps into their Branded Ecosystems | By Daniel Harvey, Creative D...
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Conversational UI: How Marketers Can Integrate Messaging Apps into their Branded Ecosystems | By Daniel Harvey, Creative Director & Global Practice Lead, Experience Design and Kieron Leppard, Creative Director, Experience Design

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The evolution of messaging platforms and chatbots gives marketers the opportunity to be more plugged into their target consumers’ conversations. With their zero learning curves, chat-based interfaces offer infinite integrations into the branded ecosystems of financial, retail, automotive, and travel organizations alike. This paradigm shift will be as transformational for businesses and consumers as apps were a decade ago. How can you prepare the right chat strategy for your business? Flip through the slides above and then visit sapientnitro.com/insights for the full report (along with many others).

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Conversational UI: How Marketers Can Integrate Messaging Apps into their Branded Ecosystems | By Daniel Harvey, Creative Director & Global Practice Lead, Experience Design and Kieron Leppard, Creative Director, Experience Design

  1. 1. Software is eating the world Sources: • Flurry. “Shopping, Productivity and Messaging Give Mobile Another Stunning Growth Year.” http://flurrymobile.tumblr.com/post/115194992530/shopping-productivity-and-messaging-give-mobile. • Evans, Benedict. “WhatsApp Sails Past SMS, But Where Does Messaging Go Next?” http://ben-evans.com/benedictevans/2015/1/11/whatsapp-sails-past-sms-but-where-doesmessaging-go-next. • SocialTimes. “Snapchat Is the Fastest Growing Social Network (Infographic).” http://www.adweek.com/socialtimes/snapchat-is-the-fastest-growing-social-network-infographic/624116. • Ofcom. The Communications Market 2015 (August). http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr15/.
  2. 2. Messaging as an operating system Messaging apps are often becoming platforms – stealth operating systems on top of your existing OS. They’re one- stop portals to everything you need on your smartphone, infiltrating your life through the notifications panel. Case-in-Point WeChat is facilitating more than chat: • Peer-to-peer (P2P) payments • Shopping • Booking taxis • Making restaurant reservations • And more… Sources: • Bloomberg. “Tencent Climbs as Ad Surge Boosts WeChat Earnings Outlook.” http://www.bloomberg.com/news/articles/2015-03-18/tencent-earnings-surge-50-percent-on-higheronline-game-sales. • Fortune. “Slack Raises $200 Million at $3.8 Billion Valuation.” http://fortune.com/2016/04/01/slack-raises-200-million-at-3-8-billion-valuation/.
  3. 3. Marketers now have the opportunity to be more plugged in to their target consumers’ conversations. This is the dawn of the “post app” era and will be as transformational for businesses and consumers as apps were a decade ago.
  4. 4. Why is chat user interface (UI) preferred? “We already know how to chat, so making requests is easy.” – Nir Eyal, author of Hooked Zero Learning Curve Instantaneous or Asynchronous Ideal for Customer Service Privacy’s Last Great Refuge Chat boils down to text on the right/left and input on the bottom– it’s digital second nature now for many. This instinctual understanding gives brands a head start when designing an engaging experience for their consumers. Messaging gives customers quick access to information while on the go and cangrant them answers even when brand representatives are not available. Brand service, therefore, becomes evenmore continuous and dependable. People love to engage with brands for everything from satisfied reviews to customer service complaints. Chat apps allow customers the same opportunity, but in a discreet venue that’s more personal for the consumers and less damaging to brands. Messaging apps, when compared to social media, pose a safer communication streamfor consumer data. Most major chat companies (e.g., Telegram, WhatsApp, Viber) now have encryption enabled by default.
  5. 5. INFINITE CHAT INTEGRATIONS INTO BRANDED ECOSYSTEMS
  6. 6. Brandshave alwaysfished where the fish are Today, that means expeditions into messaging apps. And brand integrations will only increase as each major messaging player creates its own “bot store.” Facebook Messenger Successful integrations with Uber to reserve a car, KLM to provide boarding passes and flight updates, and many more. Kik Over 80 “promoted chats” with bots for brands like MTV, the Washington Post, and Skull Candy. WeChat Home to over 10 million “official accounts” which are thin apps or bots. Facebook, Kik and Skype have all launched their own bot stores in the past year or two.
  7. 7. What might a chatbot interface look like in banking? Financial Services Integration with platforms seems unlikely due to privacy, security, and regulatory concerns. Folding chat functionality into your own apps seems more fit-for-purpose. Easy request Voice “What’s my balance?” Moderate request Text Difficult request Card “How much mortgage can I afford?” Complex request Micro-app “Will my childrenbe better off ifI give them everything?” “I need to change my address.”
  8. 8. What might a chatbot interface look like in travel? Travel Travel apps are already woven into naïve functionality on iOS and Google/Android. Tighter integration with them seems a given. Easy request Voice “Is my flight on time?” Moderate request Text Difficult request Card “Where exactly is my departure gate?” Complex request Micro-app “Show me tomorrow’s flights from LHR to JFK.” “I’d like to use my points to upgrade my seat.”
  9. 9. User interface applications across industries Retail As a category, retail is vast. Some fashion and sports brands already have a strong ties to Snapchat and Facebook,while some electronics and software brands have strong adoption for their own apps. Easy request Voice “What are your store hours?” Moderate request Text Difficult request Card “What goes with this jacket?” Complex request Micro-app “I need to replace the video card in this old laptop.” “I need to return these jeans.” Automotive As a category continues to adopt the Internet of Things,it’s easy to imagine apps having a greater role than they do today in customer interaction. Easy request Voice “Play Father John Misty.” Moderate request Text Difficult request Card “Where did I park you?” Complex request Micro-app “Why does the ‘check engine’ light keep blinking?” “Did I lock the door?” Telecommunications Many apps in this category already feature customer service and usage prompts. Adding chat functionality into the mix seems an obvious evolution. Easy request Voice “How much data have I used this month?” Moderate request Text Difficult request Card “Which apps hog the most data?” Complex request Micro-app “I want to suspend my account for three months.” “I’ll be travelling this month and need data/voice roaming services.” Consumer Packaged Goods As a category, retail is vast. Some fashion and sports brands already have a strong ties to Snapchat and Facebook,while some electronics and software brands have strong adoption for their own apps. Easy request Voice “How many calories in just one Twix?” Moderate request Text Difficult request Card “What stores nearby carry your products?” Complex request Micro-app “I’d like a custom blush to suit my skin tone.” “Send me a box of diapers/nappies ASAP.”
  10. 10. Branded chat personasat work The requirements of designing a successful chat experience are different than building websites or delivering apps. Figuring out the personality of the brand is key and questions that we’ve always asked when creating branded experiences take real prominence now. • Is your brand voice funny, smart, or authoritative? • How is the bot going to behave when a customer asks an unrelated question or isn’t able to clearly communicate his/her issue?
  11. 11. So, what’s yourchat strategy? The right chat strategy, when executed well, will: • Give your brand the unparalleled opportunity of aligning what it says with what it does • Merge your brand’s persona with customer expectations to create a seamless, intuitive experience • Allow you to have more personalized, one-on-one conversations with your customers • Act as a Trojan horse for future explorations into artificial intelligence
  12. 12. Daniel Harvey Creative Director & Global Practice Lead, Experience Design, SapientNitro London dharvey@sapient.com About the Authors Daniel is Creative Director & Global Practice Lead, Experience Design at SapientNitro in London. Before that he was Executive Creative Director at R/GA in New York. He’s led innovative work for clients like HBO, NatWest, and Verizon. Kieron Leppard Creative Director, Experience Design, SapientNitro London kleppard@sapient.com At heart, Kieron is an experience designer and a lover of all things digital. Since joining SapientNitro in 2010, he has worked for clients like Saks Fifth Avenue, British Airways, and RBS – and has picked up numerous awards along the way.

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