60 billion conversations a day take place on Facebook Messenger, and just as many on WhatsApp. Twitter and other social networks are also going to open their instant messaging systems. A chatbot puts your brand there where people want to chat, and enables you to manage conversations industrially but in an incredibly personalised way. Even without developing complex CRM robotisation models, you can already opt for activation chatbots and breathe new life into existing content.
Consumers want to be able to converse effortlessly with brands, and freely get instant replies in conversation mode, just like they do with their friends. Conversations in messaging apps are said to represent the largest amount of time spend on smartphones. Although today, chatbots account for only 5% of brand interactions, by the year 2020, they are expected to account for 80%, according to Forester Research. Chatbots are no passing fad.
Today we distinguish among three main chatbot families, each based on a different logic, and requiring more or less investment: the CRM chatbot, the commercial chatbot and the experiential chatbot. The working principle of the third category, the experiential chatbot, is for the bot to make sense of what the user says and to find relevant content with a brand experience, which is carefully defined to keep production costs down. A good reason to try out the wonderful world of instant messaging!
Here are four examples of experiential chatbots by the Food&Wine brand on Facebook Messenger.
- Lidl discount supermarket chain
For the Wine fair, which started in early September, Lidl invited visitors to chat with Balthus, a chatbot sommelier (wine waiter) who recommends the best wine for you, depending on your tastes and mood.
- Daddy brad sugar
The Daddy brand runs a chatbot called “S.O.S. Jam”, which promotes special jam-making sugar and helps consumers make the best jam. In fact, this chatbot is little more than an interactive F.A.Q., and the personalisation of the replies is very limited. In the end, the experience is a bit disappointing.
- Schwartz brand spices
This British brand provides a novel recipe search engine. Their chatbot suggests recipe ideas based on whatever you happen to have in the fridge. An ingenious way to get you to use their products in everyday home cooking.
- Jamie Oliver
Even the top chefs are giving in to the chatbot trend. For the launch of his latest cookbook, Jamie Oliver has his own chatbot. The chatbot encourages the user to interact with Jamie using emojis, to discover the star’s recipes.
Today, 50% of the French users surveyed enjoy chatbots. Chatbots meet a need for simplifying direct interaction with brands. What’s more, conversations with current or potential customers provide a rich source of data that can be exploited for operational purposes.