Content & BOT. Small observation.


Using BOTs in different situations and contexts, we can often draw similar conclusions. One of them is the ‘insufficiently human’ image of the tool. Conversations are still to artificial, limited to the basic concepts of a given field. Somehow forced.

BOTs are incorporated often into the marketing activities portfolio as an indispensable element of digital transformation. Everyone has, so we must be on time. The idea is as perfect as a breakneck one, if there is no one behind it with the full awareness of the importance of all elements that can decide about the BOT’s success or absolute shame.

Except from technology that must be a layer that will allow the bot to exist in the world of communication, a user interface (UI) that will make conversations happy or maybe with curiosity, an extremely important point on the check list is content.

There are huge number of BOTs around (over 300.000 only on FB) but relatively little presents a qualitatively acceptable level of content. Is it a lack of creators’ imagination, lack of technology, laziness, lack of cooperation with ‘content’ and UX?

I think that’s a bit of everything. However, while technological weakness can be complemented with creativity in simpler solutions, we will not replace anything with such a lot of content. Storytelling is and will remain for some time an element allowing for the existence and success of the bot. It is he who can make the conversation with the bot interesting and as a result will not be different from a conversation with a human being. A well-conducted storytelling will make the tool be equipped with the possibility of expressing emotions.

What makes SIRI so good? A team of professional writers creating content based on the standards of human conversation.

Why is Doctor Strange (for Skype) more interesting than others? A brilliant ‘in the human dimension’ dialogue created by one of the best Hollywood scriptwriters (on the margins of an Emmy Award winner).

What if, we do not know a writer who wants to check on the net in his free time? What if your financial options may not be enough to hire a professional screenwriter?

I will do the content myself …

Well, practice remains. Let’s write, write and write again. Let’s use as many of the social media buffs as possible. Let’s discuss with friends on iMessage, Messenger, Slack, WhatsApp, Skype. We explore conversational possibilities by building experience that we will use to create and profile our own solution.

Use available tools to support creation and testing of conversations. Examples available at Pullstring will allow you to successfully start the adventure on Slack, Skype and Alexa.

Let’s test content, listen to users and optimize dialogues and scripts. The more, the better. Let’s try to get the most out of the biggest experience – FB, Twitter, Instagram.

Let us not forget that the bot, regardless of its design, should enable the user to achieve the assumed goal during the conversation. Do not forget that the user will expect more and more with each interaction with the bot. This does not mean that we have to show off the volcano of creativity. Let’s try to make the content useful.

Customer Journey in the service of the BOT

Where to start? A look at customer journey through the prism of problems reported by phone / email will certainly make the task easier for us. Once we get them, prepare a sketch (flowchart) to find out where in the path the client contacts us. Next, define the target for the bot referring to this place. Remember that for this to be effective, the bot should be able to personalize the conversation with the user. That is why it is necessary to constantly test and optimize content. Scenarios, dialogues and tone-of-voice will shape the user’s perception very strongly, so let’s analyze the behaviors of the users using the tool and try to adapt them to emerging trends.

Let’s use the principle that each word is an opportunity to share information, build engagement, show empathy and help.

Observe, therefore, all elements of indirect and direct interaction with the user. Let us pay attention to details, in particular to those that were involved in abandoning the dialogue with the bot by the user. Their elimination will allow you to dynamically increase the efficiency of the tool and create a model User Experience.

Digital Consultant > Content > Content & BOT. Small observation.