BOT STRATEGY: PART II - THE WHY?
5 WAYS TO USE BOTS
Recently on our blog we introduced you to some of the hottest chatbots out there and how they are being used.
This week we delve deeper into how brands are using bots to create different user experiences.
Five ways brands are using chatbots
1. HELPING CUSTOMERS MAKE PURCHASE DECISIONS
The most common way to use bots is to direct users to what they are looking for. By asking customers a series of questions, you can understand their intention and direct them to the right place.
CASE STUDY: KAYAK
Kayak’s bot allows users to ask for ticket prices, dates and recommendations for trips. Upon receiving the correct offering, they can click on ‘Select’ to be taken to the website to finish the transaction.
- Super efficient at working out flights for open travel dates
- You can search by price, browse options and change dates
- It’s not very efficient for specific destinations and dates
- It’s no easier or quicker than the website
SMACK RATING: 4/5
2. SELLING PRODUCTS AND SERVICES
Bots are advancing by the minute. Facebook has recently allowed payments to be processed on Messenger bots. Users can now complete the entire shopping experience without ever having to leave the app Hallelujah!
CASE STUDY: DOMINO'S
Adding to the already 15 different platforms you can order pizza from (YES! You heard that right) Domino’s ‘Dom’ chatbot allows users to swiftly order pizza using Facebook’s messenger. You can choose between a recent order or favourite order. And also track your order once placed.
Domino’s - https://www.messenger.com/t/DOMThePizzaBot
- Once registered with ‘Easy Order’, users type ‘pizza’ or use to confirm and order...
- If only it was as easy as typing in a pizza emoji, sadly there is pre-registration with ‘Easy Order’ required, making the bot a secondary step in the user journey
SMACK RATING: 2/5
3. TO PROVIDE PERSONALISED ACCOUNT INFORMATION
Whilst many bots focus on CRM and customer service, such as tracking packages, registering complaints and answering frequently asked questions, bots can also be great for providing useful account information to keep the user up to date.
CASE STUDY: AMERICAN EXPRESS
American Express’ bot can tell customers any time a purchase is made with their American Express card. It will provide information about past purchases by industry, cost, and other details.
American Express - https://www.messenger.com/t/AmericanExpressUS
- From restaurant recommendations to account information based on purchases, it’s a personal assistant that uses the user’s account as context
- We think this bot may be a bit over friendly use i.e. a little too heavy on the notifications.
SMACK Rating: 4/5
4. BRAND ENGAGEMENT
Another way to use bots is to use them to simply entertain users. This can create real brand engagement
CASE STUDY: TROLLI
The candy brand Trolli invites users to go through a series of questions to find out their ‘Spirit Gummy’ in a fun, light hearted way. After the quiz, you can interact with the bot in different ways, but always with humour and quirky messaging.
- The silliness and nonsense of the bot really makes you smile
- The answers are well crafted and will make you chuckle
- The bot is not life changing, nor provides any real utility to the user, it’s simply a time killer
SMACK RATING: 5/5
5. GIVE THEM RELEVANT CONTENT
Bots can also be used to give relevant information and content.
CASE STUDY: WHOLE FOODS
Whole Foods offers different recipes based on what its users have in the fridge.
Whole Foods - https://www.messenger.com/t/WholeFoods
- Users can list out ingredients they have, what kind of food they want and browse recipe options
- There’s a handy store locator for that all important quinoa emergency
- When users click on a recipe it takes them out of the Messenger app to the website (noooo don’t do it!)
SMACK RATING: 3/5
Which bots are you using? Tweet us @SMACKagency and let us know
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