Programmed dialogue robots, also called chatbots, are currently conquering the previously rather conservative field of customer communication. As a result, IT experts are already heralding the end of the app and predicting a rosy future for these virtual assistants. We took a look at what opportunities chatbots offer to brands. Here we have three best practice examples.
Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“
1. Burger King
The concept: Since the big Facebook Messenger bang at the f8 conference, more and more well-known companies from different industries want to try out the new technique. This includes the world’s most popular fast food chains: For customers living in the United States, it is already possible to order a Burger King meal via a Facebook Messenger Bot. After being welcomed by the Bot, the user is guided through the order process with a menu of pertinent product range questions. Which Burger? What to drink? Make it a meal or solo? Pick up from which local branch? Never before has it been so easy for the user to satisfy his hunger.
The learnings: The topic impulse buying is of key importance, especially for ecommerce brands – and Burger King was well aware of that. Because in contrast to a habitual purchase, the consumer selects his product largely automatically and with less cognitive control. This means that if marketers succeed in getting to know the users and their needs better by using the chatbot, then companies can easily influence users into making purchases spontaneously by presenting them with the right product at the right time.
The concept: The chatbot from Duolingo is an idea spawned by “Who hasn’t experienced this?”: Learning a new language is not easy and traditionally associated with the embarrassment felt when native speakers roll their eyes with annoyance and impatience while speaking with you. The new Bot from Duolingo can help you to learn a new language more comfortably. Via text input in Messenger (voice recognition will follow in the near future), the user is able to improve his language skills by messaging with the chatbot in German, French and Spanish. So far, more than 150 million users have registered.
The learnings: Admittedly: It is difficult to transfer this example to other businesses. But Duolingo realized how to take advantage of the new opportunities that chatbots offer for their own business model. Consequently, the mandatory focus here is on recognizable added value for the user. The application of this language barrier-shattering technology is conceivable for both customer support services of internationally operating companies as well as for advanced employee training.
The concept: Just in time for the UEFA European Football Championship, ProSiebenSat.1 presented a completely new and innovative chatbot for football fans: the “ran-checker”. This Facebook Messenger-based assistant responds fully automatically to user questions about the tournament. Whether the user wanted to know who the referee of the last match was, which shirt number his favorite player wore or the rules for offside – the “ran-checker” knew the answer. Furthermore, on request a real-time alert informed the user about every goal scored in a match. The offer was supplemented by interesting news from the experts in ran’s editorial department.
The learnings: The “ran-checker” is a prime example of how companies can take advantage of targeted chatbots to provide users with topic-specific information. In this case football, but it also makes sense to inform the designated target group about the full product range and the latest developments. If you think beyond this event-based application, you will recognize its potential. The knowledge-Bot can not only be used as a database or applied for FAQ, but can also extend a company’s customer service by offering fully automatic solutions.