Principles of Conversational Business

The 9 Principles of Conversational Business 1
The 9 Principles of
Conversational Business
How to Achieve Personal Interactions
with Your Customers at Scale

Conversational business is about using
messaging apps, speech-based assistants
and chatbots to communicate with your
customers.

It’s a way to automate
communication and create
personalized customer
experiences that are
infinitely scalable.

That’s important, because the companies
that get it right are going to have a
huge competitive advantage.

In fact, they’ll be better placed
to engage their customers,
drive revenue and grow
their business.

To help you get your head
around how to approach
conversational business,
we’ve put together the
following 9 principles.

The 9 Principles of Conversational Business 7The 9 Principles of Conversational Business 7
Identify where you’ll
have the greatest
conversational impact.
1

Messaging and voice-based
conversational interfaces can
add value to businesses.

They can create engaging
user experiences that reach
wider audiences, increase
loyalty and drive revenue.

But they won’t work well
in every scenario.

That’s why it’s important
to figure out where
conversational interactions
will deliver the most value.

To do so, prioritize opportunities
to deliver personalized interactions
to large audiences using automation.

Understand
your audience.
2

Identify your current
and potential audience.

Learn what they need, what they do and how
best to engage them. That includes the right
platform, channel and device to use.

Engaging users on the
channels and platforms they’re
already using can eliminate
friction and churn.

That way it’s
easier to get
them on board.

Plus, it allows them to share
the experience with their
friends and other contacts.

Build complete
experiences.
3

Any time you deliver a business
process through a conversational
interface, your users should be able
to complete the desired task…

Without needing to manage
multiple applications, switch
channels or interrupt the
process flow.

So map out the services
you need to deliver
an end-to-end
business process.

And make sure that you have
access to all the necessary data
and services to deliver the
complete experience seamlessly.

Content enables
conversations.
4

Businesses need to capture,
curate and create content
to deliver the best possible set
of conversational interactions.

The best source of content
is the data you’re already
collecting from existing
customer conversations.

That includes content from
their emails, phone calls
and the searches they
conduct on your website.

So identify any gaps and
quality issues in your
content, and develop a
plan to address them.

Capture user
context.
5

The best conversations are
those where participants
know something about
each other.

Context about who specific users
are, their preferences, and what
they’ve already said and done
are important.

They can help
personalize interactions,
reduce friction and
streamline the
conversational flow.

Record rich contextual data from every
interaction to improve your understanding of
your users and the quality and effectiveness
of future interactions.

Design for
conversation.
6

Conversational design is about
understanding and applying a
range of linguistic conventions
to improve conversational
interactions.

To be successful they need to…
Understand your user’s intent
Respond appropriately
Be perceptive
Learn from every conversation

Personify your
business.
7

Conversational business extends
the way customers view your brand
and image. You want to make sure
it enhances their view.

To do so, build a persona
to represent your brand
in conversational interactions.

Take time to
understand
the values and
characteristics that
you’d like to convey,
and develop a
conversational
brand strategy.

Bot or not?
8

Always make sure that the
right person or technology
is taking part in the
conversation.

Automation is a
continuum, and
humans are almost
always needed in
the loop, either as
trainers, evaluators
or both.

Develop a strategy for finding the
right integration points, balance
and pace for automation, and treat
it as a design element.

Then work to achieve seamless
collaboration between humans
and machines to get the best
results possible.

Keep private
conversations
private.
9

Since conversational
interactions are intimate,
users expect them to
remain private.

Look for opportunities to implement
stronger conversational privacy
than the market norm to create
competitive barriers.

Be explicit with users about
how you manage conversational
data and set expectations about
the nature of the conversation.

Explain how they are
going to benefit, and
what you’ll need to
do with their data to
deliver those benefits.

Conversational business is going
to be a huge opportunity for all
kinds of businesses.

Identify where you’ll have the
greatest conversational impact.
Understand your audience.
Build complete experiences.
Content enables conversations.
Capture user context.
4
7
8
9
1
2
3
Design for conversation.
Personify your business.
Bot or not?
Keep private conversations
private.
To take advantage of that
opportunity, make sure to keep
these 9 principles in mind:
6
5

Want to learn
more about
conversational
business?
Download our white paper
on the “9 Principles of
Conversational Business.”

Principles of Conversational Business

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Principles of Conversational Business