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Here’s what we know: Chatbots have enormous potential. With bots, brands can have millions of simultaneous one-on-one conversations with fans without sacrificing the quality of the user’s experience. But not all chatbots are created equal, and not all chatbots were made for the same purpose.
Today, there are two major categories of chatbots: utility bots that help users complete simple tasks and conversational bots that aim to learn about the user. The latter, while more complex to make, reap major benefits and have attracted the attention of major movie and entertainment studios like Universal, Disney, Lionsgate, and Blizzard.
While these companies are recognized masters of storytelling, they also prove that characters, content, and narrative can be seamlessly adapted to messaging and conversational interfaces. For brands and marketers, however, there are four key things to keep in mind if they’re looking to build a chatbot for their business.
Purpose
When ideating for your brand’s chatbot, be sure to ask the how, why, and what. How does this benefit your audience and how will they interact with it? Why would they want to engage with this chatbot and why through this particular channel? What exactly do they want to get out of it?
Chatbots offer exciting possibilities to perform a variety of functions, but they’re only effective when the purpose and use case is clear. The user experience must be dictated by the brand. An open-ended chatbot is sure to offer a disjointed user experience that accomplishes little.
One caveat to this is that the overarching experience and brand message must remain constant regardless of the chatbot purpose. Whether your goal is to create buzz around your brand, simply entertain the user, guide users through a specific step in the customer funnel, or collect insights to qualify the customer, chatbots give the opportunity to create memorable experiences that increase brand loyalty.
Personality
Your chatbot needs a name. But more broadly speaking, your chatbot needs to have a unique personality, one that truly personifies the brand that it…
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