what's your chatbot strategy
TRANSCRIPT
SUCCESS IN 2018: WHAT IS YOUR CHATBOT STRATEGY?
November 2017 – Social Fresh Tim Hayden, President & Co-Managing Partner @TheTimHayden
Humans & Technology Today
35.6 million Americans will use a voice-activated device at least once per month, – a 128.9 percent over 2016.
THE ANATOMY OF CUSTOMER EXPERIENCE
Suspense! Intrigue! Dialogue! Conversation!
Perceptions! Thoughts! Actions!
FROM: Marketing Ausomation Impressions!Promotions!Community!CRM!Referral!
TO: CRM!
Community!
Audi
ence!
Offline!Online!
Mobile!Mobile! Online!
Live! Sustained Engagement!Word-of-Mouth Content!
1:1
Hello [ FIRSTNAME ]
YOUR CONUNDRUM
Brand
Video
TV
Other Mobile
Social/Email
Retail
INTEGRATED, FOR “GOLDEN CUSTOMER RECORDS” AND EXPERIENCES
CRM/ CDP
Social Media! Email!
SMS/MMS!
Apps!
Marketing Automation!
Transaction/POS!3rd Party/Meta Insights!
Supply Chain/Logistics!
Chat!
DAM!
THREE WAYS TO LEVERAGE UNIFIED DATA AND INSIGHTS
LOWER MARKETING SPEND + MORE CUSTOMER HAPPINESS
CRM/CDP
Social Media! Email!
SMS/MMS!
Apps!
Marketing Automation!
Transaction/POS!
3rd Party/Meta Insights!
Supply Chain/Logistics!
Chat!
DAM!
PROCESS IMPROVEMENT
Social Media! Email!
SMS/MMS!
Apps!
Marketing Automation!
Transaction/POS!
3rd Party/Meta Insights!
Supply Chain/Logistics!
Chat!
DAM! CRM/CDP
WHAT’S NEXT: PRODUCT DEVELOPMENT
Social Media! Email!
SMS/MMS!
Apps!
Marketing Automation!
Transaction/POS!
3rd Party/Meta Insights!
Supply Chain/Logistics!
Chat!
DAM!
Product Development!
CRM/CDP
Artificial Intelligence &
Chatbots
Machine Learning Techniques Clustering Algorithms
Decision Trees
Ensemble Methods
Independent Component Analysis
Linear Regression
Logistic Regression
https://www.kdnuggets.com/2016/08/10-algorithms-machine-learning-engineers.html
Getting Started
Talk and share across departments
Existing Data • Google search analytics – Search strings/terms – Device and origination
• Attribution and text analysis of – Email – social media – customer support logs
Research Customer Interviews
Current
Motivation Confidence
Trust
Lost
Objections Competition
Concerns
Prospective
Needs Motivation
Beliefs
Research
3rd Party Panel
Needs Operations Budgeting
Consideration
Productivity Efficiency
Savings
Research: Archetypes
Workfront Audience
Competitor Audience
INTEGRATED, FOR “GOLDEN CUSTOMER RECORDS” AND EXPERIENCES
CRM/
CDP
Social Media Email
SMS/MMS
Apps
Marketing Automation
Transaction/POS 3rd Party/Meta Insights
Supply Chain/Logistics
Chat
DAM
The Big 5
WHAT ARE YOU WAITING FOR?
