Personalization is one of the biggest marketing trends in 2019 that has been driving the effort of businesses to make themselves more relatable. To be more correct, the trend that started years ago and now is an established standard in digital marketing that has proven its ability to improve the performance of content.
For example, a survey of 380 Chief Marketing Officers conducted by Forbes found that digital marketers who deliver personalized experiences to customers are getting double-digit returns in response and performance. These results aren’t surprising, as more studies on personalization in marketing discovered even more interesting results (courtesy of Deloitte research):
● 1 in 5 customers interested in personalized products are willing to pay a 20 premium for them
● 22 percent of consumers are willing to share their personal data in return for personalized products and services.
That’s why the creators of digital marketing content have been prioritizing personalization in their strategies. Chatbots are an interesting use case here, as they provide great personalization opportunities that can engage customers in new, exciting ways.
How exactly? Read below to find out.
As more and more businesses realize the benefits of having a chatbot, the number of available options to chat with rises every day. Some of them are pretty simple and can’t really make any lasting impression, but some certainly require your attention.
Take Game of Thrones chatbot for an example. I didn’t know about its existence until after the show’s final episode, so was kinda late for a nice conversation with their official chatbot (or so its creators thought). When I engaged in a conversation with the bot, it wasn’t so enthusiastic and happy to answer my questions.
In fact, here’s the response that I’ve got.
Instead of feeling sad, I erupted with cheers when I saw this response. Bravo, UX writers!
If you’re thinking what does all of this have to do with personalization, let me explain. A true personalization starts with using the language of the target audience, which is exactly what scriptwriters of Game of Thrones bot did here.
A chatbot’s personality is key to making it relatable to the target audience because it makes it easy for them to communicate with it and enjoy the experience.
On top of that, those wanting to engage in chatbot personalization should consider these tips:
● Relevant content based on the interests and needs of the target user
● Basic personalization that includes referring to the user by their name and showing the knowledge of the details like the location of the user, purchasing history, or their birthday
● Treatment of the returning user as such; no repeat customer should be treated as a new one.
Let’s now go over each of these tips so you know how to teach your own chatbot personalization, starting with the language style.
1. Use the Language Spoken by Your Target Audience
Your chatbot’s language is a big part of its personality, which is critical to making it relatable.
“There are many personalities to experiment with, but your best bet is to go with your brand’s style of communication,” says Mark Dean, a senior writer from Studicus. “By making the personality consistent with the brand’s communication style, you’re increasing the chances that your customers will know your brand’s style right away.”
Let’s consider an example. Armin van Buuren, one of the top DJs in the world, has a chatbot that resembles the communication style of the owner and tries to make an impression of chatting with him! Take a look.
As you can see, communicating with the chatbot is very similar to chatting with a real person, and the scriptwriters did a great job at tailoring the language to the van Burren’s simple communication style.
Here are more tips on how to build a specific personality for your chatbot:
● Give it a name
● Develop specific answers to the most commonly used emoticons and emojis
● Make sure it welcomes the user first
● Add images, GIFs, and other media to the script to make sure that your chatbot can generate answers like the one with the dragon’s “judging face” above
● Use appropriate slang and language that your target audience is likely to understand
2. Give Chatbot Users Only Relevant Content
Content relevancy is huge in digital marketing, and underestimating its importance is a sure-fire way to fail as a business. According to this article from Business 2 Community:
● 56 percent of customers are likely to buy online if a business recognizes them by name
● 58 percent are likely to buy if a business recommends options based on their purchasing history
● 65 percent say they’re likely to purchase from a business if it acknowledges their purchase history
● 75 percent are likely to buy if an online business provides any of the abovementioned options.
Since all of this applies to chatbots, you should leverage the data that you know about your customers to increase the relevance of content shared via this communication channel. For example:
● Great customers by their name
● Mention the weather of their location
● Showing items based on their purchasing history
Defining what could be relevant for the users of your chatbot isn’t hard. Businesses develop chatbots with a specific purpose which is often to serve a specific customer need. For example, Dominos has a chatbot designed to assist customers with:
● getting the latest information about local deals
● making orders
● getting access to the updated menu
● receiving support from the customer support teams.
As you can see in the above image, the chatbot is asking the customer their location to deliver relevant answers to them. By collecting information from customers this way, the company can learn about their needs and preferences, which enables them to share relevant deals and content with them in the future, thus driving more sales.
3. Leverage Customer Data Collected by Chatbot
As your chatbot continues to collect customer data, it should use it to improve the experience of people interacting with it. Location data, preferences, purchasing behavior, and other things — this is the information that improves chatbot user engagement and provides more value to customers.
For example, in the case of Domino’s chatbot, if a customer has placed the same order four out of six times then it can offer it when that customer uses it the next time. As a result, the customer will feel like the company really knows their preferences, which is one of the factors contributing to repeat business.
Of course, reaching this state of chatbot requires some time, but when you achieve it, the effect on your customer engagement, satisfaction, and sales could be significant.
A chatbot is a new and exciting way to communicate with customers, deliver value to them, and ultimately, drive sales. As you can see, by making your chatbot customer-centered, you have the best chance to make it a success. Hopefully, the above tips will help you to enjoy all of the benefits that chatbots can provide for your business and customers.