Transforming your CX Strategy with Essentials · customers’ in-app experience, and creating...

Transforming your CX Strategy with a Chat Bot – the 5 Essentials

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Chat bots are the ultimate tool for reaching today's convenience customer.Today in business, moving forward is everything. As the

famous quote goes, “The moment you stop growing, you start dying.” While this axiom provides brilliant insight into so many avenues in our lives, it's especially on target when it comes to today's ever-evolving tech-based business landscape. To be a thriving and relevant brand in 2017 means accepting the fact that your evolution is never done.

Back at the beginning of 2016, brands living up to the above dictum were focused on streamlining their customers’ in-app experience, and creating omni-channel journeys, among exploring other ways to delight customers. But Facebook's April announcement, that they would be opening their chatbot deployment API for all to use, rocked the digital commerce world. In a moment, many forward-focused brands began to envision how chatbots would become a critical element in their customer delightment strategy, shifting focus away from their already developed tools and plans.

The excitement surrounding bots is as understandable as it is palpable. Brands that want to stay at the front of the proverbial curve know that to stay relevant, they need to be where their customers are. Once upon a time, when people went out to shop, that meant renting a high-value

spot on a street that saw lots of foot traffic. Then with the advent of ecommerce, it meant having a well-designed and informative website. When the 2011 app-ocalypse hit, brands rushed to create mobile-based environments that would meet their consumers where they were then - which was on their mobiles.

Now customers are on messaging platforms, and more than ever, this fluid platform follows them wherever they go. Today's always connected customers never really sign out of platforms like Facebook Messenger, Slack and Kik. Unlike apps or websites which have to be logged onto, set up or downloaded, chatbots are always waiting patiently in the background of every mobile user's environment. And considering that Facebook Messenger has over 900 million users and Kik has over 200 million users, by deploying chat bots on these two playing fields alone, businesses manage to reach a significant chunk of the planet.

But with all the hope and excitement that comes with deploying a newly minted bot, many brands forego the


critical planning stages and essentially wing it. Then they wonder why all the hopes and dreams they pinned on their chat bot haven't materialized. The thing is, chatbots are not supposed to replace your customer experience strategy; they are supposed to become an integrated element, to take an (all important) place alongside (or within!) your website, your apps and your people. Bots that don't co-exist in a streamlined manner with a brand’s current structure create friction. The confusion and frustration created by that fractured experience can prove to be a deal breaker when it comes to the longevity and user acceptance of your precious bot.

Building a bot that doesn't have a limited shelf life takes hard work and coordination -- it requires the same amount of, if not more, logistical planning that goes into every other aspect of your customer experience strategy. There are some key elements that if you can ace them, your bot will become another seamless facet along the road of your customer's journey. Get them wrong and you’ll have little to show for your hard work (Don't believe us? Check out Microsoft’s Tay for a prime

example of a non-coordinated effort. Then we can say we told you so.)

If your bot is still in the inchoate planning stages, this is the perfect time to ensure that it’s built as an integrated member of your digital “team.” And if you have already deployed your bot but haven't seen the results you envisioned, it’s not too late to reshape and modify what you already have to begin seeing the results you want. Let’s take a look at the 5 transformational elements that

Bots that don't co-exist in a streamlined manner with a brand's current structure create friction - they need to be an integrated part of your customer experience strategy.


when addressed, will help your bot not only become a part of your strategy, but will take your entire strategy up to the stratosphere.

5 essentials to transform your chatbot into an integrated part of your customer experience strategyGo for content creation over scripts: There are two main ways that bots communicate: through artificial intelligence or through scripts. Think of scripts as a glorified (or unglorified, as the case may be) “choose your own adventure” set up. If you tell the shoe-buying-bot of your choice that you want the pink velvet pumps, it can show you a bunch of choices. Then say you want them in size 7 ½. Again, it will show a new set of choices, whittled down from the original ones. Then tell it you’ll need them by Tuesday, you want to apply an old discount you have, and, oh and by the way, do you have something a bit more Primrose Pink-y? Questions as nuanced and complicated as those will leave your chatbot reacting like a fizzled out 404 page “ …Well, this is embarrassing…”

Chatbots built with artificial intelligence have the ability to “learn” from conversations. Every interaction

with a customer creates a wider scope of available knowledge, which the chatbot uses to create more customized answers. With AI, chatbots can tap into and across your other platforms to take information about interactions on those platforms, creating much deeper and more personalized relationships. Your customers can address your chatbot in a completely normal and conversational tone and your chatbot will deliver relevant and knowledge-based information.

Create an effortless experience: Here is what you don't want your users to do once they have interacted with your bot: Move on to your website or app, in search of more accurate information, or in hopes that someone or something there can help them where your chatbot failed to deliver. Because, guess what? Your users won't head over to your website (and if they do, it will be in total frustration and disgust). More likely, they’ll head over to your competitors’ website if your chatbot fails to provide a seamless encounter.

Pulling teeth to arrive at needed information is a conversion killer so be sure that your chatbot is providing the right information at the right moments. Minimal effort on the part of your customers should be the goal with today's instant gratification mindset.


Build in easy ways to escalate: Of course, there will be times when a chatbot doesn't have all the answers. Perhaps the customer has to make a complicated exchange or has some sort of complex extenuating circumstance. Sure, your chatbot might be the first stop on your customer's journey to resolution but it should be able to swiftly and effortlessly upgrade the issue to a human who can help to ultimately resolve any issues.

Brands should be able devise protocols in which certain high yield (likely to convert) or more complex queries are always escalated to certain (human!) reps and certain oft-repeated queries or lower level issues are

always dealt with by chatbots. This smart channelling ensures that potential conversions aren't being lost to bots and that precious agent time isn't being wasted on less critical queries. These protocols can and should allow users to choose their method of escalation, such as email or phone call. Bots that aren't built to escalate miss out on the opportunity to show users that you value them far beyond this current touch point. It leaves them like abandoned sailboats floating in a gulf of digital uncertainty, and that's never good for building solid relationships.

Facilitate real time insights: One of the best parts about using AI to power your bot is that it can help your brand draw insight from interactions. AI allows brands to learn what's working and what's lacking with each query. And with the right

Chatbots are not supposed to replace your customer experience strategy; they are supposed to become an integrated element


underlying infrastructure, your bot can become a treasure house of knowledge in and of itself, transforming from a conversational nicety into a powerful source of information that draws data from and supplies data to other touch points.

These real-time insights allow brands to see what customers are asking, what answers are being given and what is going unresolved. Then you can immediately understand your customer's overall experience on your website and gauge how effective your content is at delivering your messages. Use that knowledge to fill in any gaps with content that's perfectly tailored to close up any informational holes. The right infrastructure can also help you track trends in queries to your bot, acting as a clear signal that something in your current implementation may need enhancement or tweaking.

Design personalized experiences: Since you’re thinking about building or already have built a bot for your brand, you already value the importance of meeting your customers where they already are, and creating experiences that speak to their lifestyle.

But this is really just the beginning of “personalization” where bots are involved. One of the most compelling reasons to ensure your bot becomes an integrated part of your overall digital landscape is that they, more so than any other digital platform, have the ability reach far beyond the “one-size-fits-all” approach that websites and apps are inherently built upon. Bots can remember, recommend and deliver information on a completely one-on-one level, bypassing extraneous details and distractions. Bots are the perfect tool for reaching today's “it’s-all-about-me” customer.

Chatbots have the ability to transform your business. But how you build and integrate your bot will determine how effective it can actually be. By including bots as key players in your overall strategy, you can create deeper, more personalized and more knowledge-based relationships with customers.


FOR CUSTOMERSNanorep allows for organic interactions and conversations with customers by reaching them in the platforms and environments toward which they naturally gravitate. Customers enjoy a continuous experience with personalized guidance that takes variables such as tone, channel, history, and context into account.

FOR COMPANIES A uniquely agile solution with easy implementation and knowledge management, Nanorep allows companies to immediately begin learning and improving interactions. Our VoC analytics provide real-time visibility of content gaps with actionable priority list filterable per user profile and segments. Service agents are empowered to easily resolve issues, and your content team can create, edit, and add the most relevant content based on true customer’s needs in real-time. Smart Channeling capabilities seamlessly route your customers through the most effective path for a faster resolution.

Nanorep - Effortless, intelligent, personalized self-service solution empowering customers and internal service agents.With Nanorep, customers feel understood and supported via a real-time, natural conversation integrated with guidance capabilities for optimal resolution. Agile and easy to implement, Nanorep lets companies take off running within weeks, optimizing the customer experience from the first moment. Nanorep transforms the search box into a guidance wizard, available at all customer digital touch-points.

About Nanorep

TECHNOLOGYThe solution is channel-agnostic and easily integrates with existing service programs. Enhanced with auto-complete and multi-language capabilities, Nanorep’s advanced NLU and patented Contextual-Answers™ technology deliver the most relevant and context-based information to your customers and internal users.

HOW AND WHY WE DO ITWe value human connection and community and prioritize customer needs, facilitating a beneficial customer experience in less time and with less effort. Even when the interaction is based on intelligent technology, today’s customer expects understanding and caring to be part of the equation. With easy implementation for companies, intuitive management practices, and effortless use for the customer, Nanorep strengthens the understanding between brands and their consumers and enables smooth, obstacle-free digital customer experiences.

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Transforming your CX Strategy with Essentials · customers’ in-app experience, and creating...

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