Date post: | 07-Apr-2017 |
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Chatbot 101 By Robert McGovern
“…bots are the new apps”
Microsoft CEO,
Satya Nadella
“First there were websites,
…then there were apps,
…now, there are chatbots”
Kik CEO
What is a Chatbot?
“…a program designed to simulate conversation with human users on messaging platforms”.
They’ve been around for years…
Microsoft
Office Assistant
Instant
Messenger
What is a Chatbot?
Today, emphasis on Artificial Intelligence.
Think...
– Apple’s Siri
– Amazon Alexa
– Google Assistant
But on mobile messaging platforms like Facebook Messenger, WeChat, WhatsApp etc.
What is a Chatbot?
From multiple-choice decision trees
…to more complex Artificial Intelligence
...Mobile Functionality location-based services, payments, loyalty programmes, push notifications...
Trend #1
People are moving away from traditional social networking channels & onto messaging apps instead
Why now?
Trend #1
People are moving away from traditional social networking channels & onto messaging apps instead
Why now?
Trend #1
People are moving away from traditional social networking channels & onto messaging apps instead
Why now? Trend #2
It’s harder to get users to download and use your standalone app.
Messaging apps provide a central hub for all of these services:
…with no new app for users to download
…using a familiar interface chat
Bots to the rescue!
Far East is 2yrs ahead…
On apps like WeChat, Line, QQ, you can…
– Order a taxi
– Make a restaurant reservation
– Grocery deliveries
– P2P / eCommerce payments
2016 was a big year!
• April ‘16 – Facebook launched its API - developers can create chatbots in FB Messenger.
– 33,000+ bots released in first 5 months!
• Kik, Telegram & Twitter soon followed
2016 was a big year!
• April ‘16 – Facebook launched its API - developers can create chatbots in FB Messenger.
– 33,000+ bots released in first 5 months!
• Kik, Telegram & Twitter soon followed
• WhatsApp is next!!!
Types of chatbots
M-Commerce Customer Support News & Utilities & Subscriptions Entertainment
Business use cases
Customer Service
• Technical support (troubleshooting)
• Product information
• Customer notifications
• Account enquiries
m-Commerce
• Promotions + up / cross-selling
• Billing + payments
• Fraud protection
• Bookings + appointment management
F&B / Hospitality
Retail
Utilities
Media
Who is getting involved?
F&B – Burger King
• Order meals via chat.
• Click & Collect service.
• Uses your location to suggest the nearest Burger King to pick-up your order.
• Get flight info within a conversation:
– Itinerary
– Boarding pass
– Check-in confirmation
– Delay notifications
• Choose to receive info via Messenger when you book tickets through their website.
Airlines – KLM
Retail – 1-800-Flowers
• Buy flowers directly via a conversation.
• Gift suggestions + previous orders remembered.
• 10,000s of users in first 2 months.
• >70% of chatbot orders have been from new customers (Messenger users are typically younger than current customers).
Retail – H&M
• Gives style recommendations & suggests looks.
• Teach it about your style through a series of questions, then it recommends outfits.
• If you like an article of clothing, it links to the website to buy it.
• Soon – “Charge it to my Visa and ship it overnight to my home address.”
Hotels – Mondrian
• Acts as a tour-guide + showcases the range of F&B options and entertainment services:
– Browse facilities
– Browse room options
– Help with the booking process
– Look at menus from the hotel’s various bars and restaurants.
– Make dining / drinks reservations
Retail – NotOnTheHighStreet
• Gives users gifting ideas for Christmas.
• Input some basic information, and then a carousel of related products pops up and the user can scroll though them.
• Click on a product to purchase, or ask for another list of products to be displayed.
F&B – Pernod Ricard
• The ‘Cocktail Coach’ is an A.I. bartender that offers recipes and mixing instructions for people hosting parties.
• Recommending cocktails based on taste preferences, type and size of event
• Directs users to online supermarket Ocado where they can purchase the ingredients.
F&B – Pret A Manger
• The bot allows people to explore the new Christmas menu – find out about ingredients.
• More info about Pret’s charity scheme, which sees 50p of profits on sandwiches donated.
• People are averaging 4 mins in the chatbot and each user averages 10 messages.
Chevrolet
• Launched back in December.
• Gives users tips and encouragement for completing their New Year’s resolutions.
• Lifestyle campaign – not about the car.
• Send you daily messages / videos.
Mercedes-Benz ME
• Launched back in August.
• First motor brand in the Middle East to launch a chatbot on FB Messenger.
• Book A Test-Drive.
• Explore new models.
Ogilvy’s “Roombot” New London office on the River Thames
1,600 staff / 13 Floors / 80 meeting rooms
Ogilvy’s “Roombot”
Why ‘Roombot’ works well:
– Easy to use – type in your room name, it gives you directions.
– It answers a very specific user need
– There’s a finite number of rooms, the names and locations of which are all known
Ogilvy’s “Roombot”
Why ‘Roombot’ works well:
– Easy to use – type in your room name, it gives you directions.
– It answers a very specific user need – question is specific
– There’s a finite number of rooms, the names and locations of which are all known – answer is specific
May the bots be with you!