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The Experience Brands Weekly #182

It’s time to make things conversational

The way we all interact with machines is changing. We are getting used to much more natural, conversational interactions as voice technology and chatbots become ever more regular parts of our day to day lives. Chatbots in particular are being used a lot by businesses to have conversations with their customers – 64% of consumers would rather message a business than phone or email (Nielsen). With over 100 billion messages sent everyday on Facebook and Whatsapp alone, currently only 2 billion of these are sent between people and businesses. As chatbots are more widely used, it’s predicted that AI bots will power 85% of customer service interactions by 2020 and will drive up to $33 trillion of annual economic growth (Gartner).

So how our businesses currently using chatbots? RBS use theirs as a customer service channel, Adidas have one that lets you book free fitness classes at its London studio and KLM now send you all your flight documents, as well as letting you check in and sending you flight status updates through their chatbot. Lollipop have even launched a wine subscription service that is tailored to your individual tastes, made possible by a chatbot hosted tasting experience. Lego used a chatbot at Christmas to help parents find the perfect gift for their child, while Just Eat help you decide what food to order – the possibilities are endless.

With some many possibilities, it is clear chatbots will be useful for a wide variety of businesses to help solve many different problems. These are our top tips to make sure your chatbot is a success:

  1. Start with the consumer problem you are solving to make sure the chatbot is relevant – there must be a reason for people to enter the conversation with you.
  2. Make it easy to use and avoid extra complication – AI and chatbots are just in their infancy, keeping it simple will mean the bot can perform better and avoid irritating users.
  3. It must be a continuous learning process – chatbots need dedicated resource to analyse the results and keep optimising them and updating the content databases they are based on – or they get out of date very quickly.
  4. Remember it’s a conversation, not a broadcast channel. Don’t become irritating by always sending out messages.
  5. Just do it – AI can be relatively quick and not too expensive to set up, so give it a go and see what happens.

Other Bites:

Plastic free shopping

A supermarket in the Netherlands has created the world’s first plastic free aisle – you can have a look here.


BBC: World Cup

The BBC have created their World Cup trail by using a tapestry. The 7m long tapestry will tour the UK this summer, gradually expanding with key moments from games.



Budweiser: The Bud Bot

Budweiser are jumping on the chatbot bandwagon for the World Cup, launching the Bud Bot which you can use to vote from the man of the match and order beer to your home.