[Chatbot fail #4] Going in strategy-less

Many companies make the mistake of deploying new technologies strictly for the sake of deploying them. From websites to mobile apps to email newsletters, technologies should only be used if they can further the brand’s missions. This truism also holds for chatbots. A clear strategy involves an understanding of the bot’s purpose, its key functionalities, and the ways in which it will serve the customer.

Just as sales staffers and customer service representatives have clear strategies in place to lead customers through the conversion process or address a customer’s concerns, chatbot developers should have the same chatbot strategies in mind when mapping conversations between the bot and the user. While the objective for nearly any business strategy is to convert users into customers, the chatbot strategies must strike a balance between steering the customer toward a purchase and coming across as too aggressive or “sales-y”. Users will turn off or report bots that send constant sales spam messages, which can cause the bot’s listing to be removed and cost the company in lost opportunities.

An example to follow: eBay’s sales-focused chatbot customer experience

eBay’s Shopbot is a good example to follow here. The strategy is simple — to help shoppers find great deals. But the execution of that strategy is excellent. It starts off by offering the user a range of trending deals before asking the user if they’re looking for a specific product.

I typed in “iPhones”, and the bot immediately asked which network I preferred. I was then presented with a range of iPhones, before being asked to specify my budget. The conversation goes on and on until the bot presents you with a highly targeted range of products that fit the bill.