Chat­bots, or AI-driven vir­tual as­sis­tants, are the in-thing in the Dig­i­tal world, en­hanc­ing con­sumer en­gage­ment and open­ing up ad­ver­tis­ing op­por­tu­ni­ties for brands

Impact - - FEATURE -

You should mes­sage a busi­ness, just the way you mes­sage a friend” was Mark Zucker­berg’s state­ment to the world when Face­book opened its flag­ship Mes­sen­ger plat­form for busi­nesses to run their AI-de­vel­oped bots and en­gage with users last year. Eigh­teen months later, Mes­sen­ger has over 1,00,000 bots, with In­dian brands go­ing all out to cash in on the mul­ti­tude of op­por­tu­ni­ties that ma­chine learn­ing and bot tech­nol­ogy has to of­fer. Hith­erto, chat­bots have been op­er­at­ing un­der dif­fer­ent names, serv­ing dif­fer­ent pur­poses for their masters. For in­stance, HDFC Bank’s EVA (Elec­tronic Vir­tual As­sis­tant) en­gages with cus­tomers, help­ing them with their bank­ing needs, while Dish TV’s ADI (Ad­vanced Dish TV In­ter­face) helps cus­tomers with recharges and avail­ing new of­fers and con­nec­tions. Adobe’s Sen­sei is equipped to learn the user’s photo edit­ing pat­terns and sug­gest rec­om­men­da­tions to en­hance the re­sults on Pho­to­shop. Al­though cus­tomer en­gage­ment is cur­rently the bedrock of chat­bot use, mar­keters also have added ben­e­fits like up-sell­ing to ex­ist­ing cus­tomers, en­gag­ing with prospec­tive cus­tomers and lead gen­er­a­tion for tar­geted ad­ver­tis­ing that com­ple­ment the pur­pose of chat in­ter­faces.

PER­SON­AL­IZA­TION: BUILD­ING BRAND IM­AGE

Brands that have em­braced the con­cept of chat in­ter­faces have plenty of pos­i­tives to share, as they have not only cracked the code to per­son­al­ized cus­tomer en­gage­ment, but have man­aged to dis­cover new op­por­tu­ni­ties in boost­ing their dig­i­tal mar­ket­ing game plan. Talk­ing about the cus­tomer re­sponse to its chat as­sis­tant, Tata Sky Bot, on Face­book Mes­sen­ger, Malay Dik­shit, Chief Com­mu­ni­ca­tion Of­fi­cer, Tata Sky, says, “With the grow­ing con­nec­tiv­ity on so­cial me­dia, con­sumers are more com­fort­able to en­gage in a fa­mil­iar en­vi­ron­ment. Hence we first launched Tata Sky Bot on Face­book Mes­sen­ger. The re­ac­tions and re­sults have been en­cour­ag­ing, with over 3,00,000 in­ter­ac­tions in less than two months of launch. This also gives us a plat­form to in­ter­act with val­i­dated users by rec­om­mend­ing en­ter­tain­ment view­ing choices based on their per­son­al­ized pref­er­ences.”

The feed­back that brands have re­ceived from users has been noth­ing less than stu­pen­dous. While Tata Sky re­ceived 84% pos­i­tive feed­back from cus­tomers that en­gaged with Tata Sky

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