A POV on Chatbots. What they are, why they matter and how brands are actually using them...

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28/01/16
HOW CHATBOTS WILL CHANGE THE
FUTURE OF CUSTOMER ENGAGEMENT
A POV on Chatbots–December 2016
confidential © 2016

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• What Are Chatbots?
• Why They Matter To Brands?
• How Do People Actually Use Chatbots?
• 6 Brands Using Chatbots
• Dos and Don’ts
• Next Steps For Your Brand
CONTENTS

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“AT KLM WE BELIEVE WE SHOULD BE WHERE OUR
CUSTOMERS ARE.THIS MEANS WE WANT TO OFFER OUR
CUSTOMERS MEANINGFUL INTERACTIONS ON THE
PLATFORMS THEY ALREADY USE AND LOVE, SUCH AS
WECHAT AND MESSENGER,”
MARTINE VAN DER LEE
MANAGER SOCIAL DEVELOPMENT &TECHNOLOGY AT KLM

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Another touchpoint to engage people.
A chatbot is a computer program designed to simulate
human-like conversation through chat interfaces, to give
users information or help them get things done.
For utility and for entertainment.
Chatbots offer the ability to automate certain tasks for
your brand, including customer support, e-commerce
guidance, content and interactive experiences.
Commonly seen on Facebook.
Facebook Messenger is currently the big winner,
attracting companies with a platform that is easy to build
on and reaches 900 million people.
Twitter are now also offering brands customer service
chatbots to use in their direct messages. Brands such as
Pizza Hut and Airbnb are among the first on board.
Google launched the chat app Allo in September, which
uses artificial intelligence to assist user conversations.
WHAT ARE CHATBOTS?
US consumers are able to ask
the Mastercard KAI bot
questions about their accounts,
review purchase history, monitor
spending levels and learn more
about Mastercard.

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Chatbots will become the new websites
Messaging apps have already surpassed social
networks in terms of active users.
Scalable engagement
A chatbot minimizes human interaction in customer
support and e-commerce guidance, saving many man
hours .
Cost efficient solutions
Developing and maintaining a chatbot costs less than
creating a mobile app, and avoids the barrier of
requiring people to download yet another app.
WHY THEY MATTER TO
BRANDS?
Shop Spring‘s chatbot is a
personal shopping assistant that
provides e-commerce guidance.

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People can discover your chatbot in multiple ways
You can use plugins, codes and links, to guide people
towards your chatbot. When users click the "Send to
Messenger" plugin on your contact page, they can
immediately start a conversation with your brand.
You can approach people through smart use of data
Messenger allows you to reach people if you have
their contact details and permission. This offers a
great opportunity for after-sales service.
HOW DO PEOPLE
ACTUALLY USE
CHATBOTS?
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6 BRANDS USING
CHATBOTS

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After booking a flight, people can choose to receive
their booking information, boarding pass and flight
status updates via Messenger from Dutch airline KLM.
The service makes travel information easy to find and
means customers don’t have to leave the place they’re
already active. If people have questions, they can ask
them directly through Messenger to a member of
customer services.
KLM
GET ON BOARD
(UTILITY)

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HealthTap is the world’s first global health practice
and provides access to doctors and a network of
experts via Messenger.
HealthTap lets anyone type a question into Messenger
and receive free and trusted answers from health
professionals. People can immediately see answers to
frequently asked questions and submit their own
queries to receive a new answer from one of the
doctors.
HEALTHTAP
DOCTORS ADVICE
(UTILITY)

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People can chat directly with CNN to receive breaking
news and personalised content by messaging CNN
with a keyword.
For example, if someone is interested in learning more
about Donald Trump, they can just message CNN
“Trump,” and the CNN bot will respond with the latest
news or most relevant stories.
CNN
SHARE THE NEWS
(UTILITY AND ENTERTAINMENT)

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Trolli, a candy brand, has tweaked its marketing
towards millennials by using memes and GIFs, the
type of content teens/millennials already regularly
share.
Users can take a quiz, and the bot will match them
with one of three personality types inspired by
different flavours of candy. The first gives users a
virtual pet, the second provides daily GIFs, and the
third offers unexpected advice.
TROLLI
PERSONALITY TYPES
(ENTERTAINMENT)

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The gourmet supermarket’s bot acts as a virtual chef,
providing recipe suggestions according to the
ingredients you have. Users may also search a
database of recipes using food emojis or keywords.
If you send an emoji of a chicken, it will recommend
Prosciutto and Fontina stuffed Chicken Breasts. Send
a watermelon emoji, and it will suggest a baked
watermelon jerky dish.
WHOLEFOODS
A VIRTUAL CHEF
(UTILITY AND ENTERTAINMENT)

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Starbucks have launched a chatbot on Messenger, as a
campaign extension, called “The Real PSL” to get
people excited for the return of the Starbucks
pumpkin spice latte.
This bot is designed purely for entertainment, allowing
fans to have a fun conversation with the product.
STARBUCKS
THE REAL PSL
(ENTERTAINMENT)

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Make sure your bot has a clear purpose.
Use a bot as an extension of a campaign.
Focus on a specific audience.
Create a landing page that explains your bot.
Create instructions how people can use your bot.
Make it consistent with your brand’s personality.
Make optimization part of your plan.
Skip defining your strategy.
Try to please too broad a group.
Provide vague or uninformative descriptions.
Claim your bot is a human being.
Skip testing with different audiences.
Spam your users.
Forget about leveraging existing users.
DOs
DON’Ts

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Find out your purpose.
Figure out what problem your chatbot will be solving
for your brand. Will it reply to frequently asked
questions, inform people about new products or guide
them through the ordering process? If it’s not about
utility, how can it be used for entertainment?
Could it extend an upcoming campaign?
Consider using a chatbot in a campaign for your brand
to deliver personalized interactive experiences.
NEXT STEPS FOR YOU
Socks by Sarah allows people to
receive their order updates in
Messenger by using the
customer matching feature.

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THINKING ABOUT
A CHATBOT? LET’S
TALK!
Ronald Kraan, Social Media Manager
ronald.kraan@iris-worldwide.com
Amy Brown, Head of Planning
amy.brown@iris-worldwide.com