Effective Brand Strategies for Conversational Interfaces | Expert Insights by Arte Merritt
Introduction:
Welcome to Dashbot! We recently hosted a meetup in NYC to discuss brand strategies in conversational interfaces. As the space continues to mature, more brands are getting involved and moving from experimental to production deployments. Our panelists, including experts from IBM, Google, Reprise Digital, and Realogy, shared their thoughts and tips for brands looking to build a chatbot or voice skill. They highlighted the importance of context, the conversational nature of interfaces, simplicity, guidance, and the potential for personality in chatbots. User acquisition and discovery were identified as challenges, emphasizing the need for education and improved invocations. Join us as we explore the exciting world of conversational interfaces!
Full Article: Effective Brand Strategies for Conversational Interfaces | Expert Insights by Arte Merritt
The Importance of Context in Conversational Interfaces
At a recent meetup hosted by Dashbot in NYC, industry experts gathered to discuss brand strategies in conversational interfaces. With the increasing maturity of this space, more and more brands are moving from experimental to production deployments of chatbots and voice skills. The panelists shared their thoughts and tips for brands looking to build their own conversational interfaces.
A Wide Variety of Use Cases
The panelists, representing companies such as IBM, Google, Reprise Digital, and Realogy, discussed the wide range of use cases they encounter. This includes customer service, productivity tools, information sharing, entertainment, and marketing initiatives. For IBM and Google, customer care is the most common use case, while Reprise Digital often works with brands looking to experiment on a new platform or market their products. Realogy, on the other hand, developed its own voice skill called AgentX, which enables real estate agents to quickly access relevant information.
The Importance of Context
One recurring theme throughout the panel discussion was the importance of context. This includes considering the user’s location, current activity, and device capabilities. Alec from Dashbot emphasized that the timing and mode of interaction are important factors to consider. For example, if a user is in a car, they cannot use their hands, so the interface should be hands-free. Similarly, if a user is looking for a recipe at home, having visual aids can be helpful. When designing conversational interfaces, it’s essential to take into account the different ways users talk and type.
Leveraging the Conversational Nature of Interfaces
The panelists discussed how conversational interfaces differ from websites and mobile apps. Antonio from Reprise Digital pointed out that while websites focus on navigating from one link to another, conversational interfaces should allow users to directly ask or write what they want and get the information they need. Realogy’s AgentX skill is a great example of leveraging the conversational nature of interfaces, as it allows real estate agents to quickly retrieve relevant information without the need for extensive searching.
Keeping it Simple and Providing Guidance
Simplicity was another key theme discussed by the panelists. Alec from Dashbot stressed the importance of keeping interactions simple, especially in voice interfaces. Starting with simple tasks and gradually adding more complexity can help ensure a positive user experience. Brian from Realogy suggested going through a design exercise and providing variety in the interaction model. It’s also crucial to let users know what the chatbot or voice skill can do and avoid repeating the introductory information every time.
The Role of Personality
Depending on the use case, personality can play an important role in chatbots and voice skills. IBM, for example, uses an “empathy suite” to provide a personalized experience for users. Anamita from IBM emphasized that as users become more comfortable with chatbots and voice interfaces, personality can enhance the user experience. Reprise Digital also focuses on developing a distinct voice for each brand to maintain consistency across different platforms. While there is room for personality in the future, the current goal is to be helpful and productive.
Challenges in User Acquisition and Discovery
The panelists agreed that user acquisition and discovery are ongoing challenges in the world of conversational interfaces. Education plays a crucial role in overcoming these challenges, as some users are not familiar with the capabilities of chatbots and voice skills. The panelists acknowledged the potential benefits of using voice actors for certain use cases, such as having Jimmy Fallon’s voice for an interactive skill. Overall, there is a consensus among the panelists that user acquisition and education are important factors in the success of conversational interfaces.
Summary: Effective Brand Strategies for Conversational Interfaces | Expert Insights by Arte Merritt
Recently, Dashbot hosted a meetup in NYC to discuss brand strategies in conversational interfaces. The panelists included industry experts from IBM, Google, Reprise Digital, and Realogy. The meetup emphasized the importance of context in designing chatbots and voice skills, considering factors like user location and device capabilities. It also highlighted the need for simplicity and providing clear guidance to users. Personality can play a role in certain use cases, and user acquisition and discovery remain challenges in the space. Overall, the meetup provided valuable insights for brands looking to build effective chatbot and voice skill experiences.
