How chatbots can go from customer service to brand-building

Chatbots or the online incarnation of a virtual assistant housed in a messenger service may soon leap out from the customer service department where it has been doing a lot of work, to dynamic aggressive marketing that persuades customers to try out certain brands.

Chatbots can be monetized into a revenue-generator, and corporations must invest in crafting the appropriate strategies to do this. That is the summary of a study published by the Business Insider Intelligence entitled, “The Chatbot Monetization Report.” Today, many companies do use chatbots and incorporate them into their websites, but their use is often as a provider of information or as a guide to help the user address certain problems.

For example, chatbots may give users a blow-by-blow description on how to navigate a site, answer their questions about a product’s price, or simply give them a weather forecast. However, the Business Intelligence report says that the development of machine intelligence can also make the chatbot learn more about customers’ shopping preferences or engage them in a conversation about what they do and do not like about the brand. These responses can go into a research database which marketing can tap into for their next campaign.

I Am Wire goes a step further and describes how over time, chatbots can become mini-brand ambassadors of the organization. They start by establishing a “relationship” with customers and invite them (without the customers’ prompting) to the next marketing event, loyalty program, product launch, or webinar. More evolved chatbots can engage the customer further by delving into their wish lists of products.

Finally, chatbots can put on a “human face” and personify an online avatar that can represent the spirit and “personality” of the brand to the customer. Sephora, for example, has created a “beauty chatbot” that gives beauty tips to teenagers while asking them about their choices in make-up, style, and wardrobe.

More evolved chatbots can engage the customer further by delving into his wish list of products. Finally, chatbots can put on a “human face” and personify an online avatar that can represent the spirit and ‘personality’ of the brand to the customer. Sephora, for example, has created a “beauty chatbot” that gives beauty tips to teenagers while asking them about their choices in make-up, style, and wardrobe.