August 02, 2018

Chatbots Invite Creativity - But Be Sure to Stay On-Brand

Who am I? Who are you? Who are any of us, really?

“People who ask this sort of question are typically struggling with their identity and are searching for a core sense of themselves,” writes psychotherapist Mel Schwartz in Psychology Today. He goes on to say that: “Our identity should be seen as an ongoing process. Rather than a static snapshot, we should embrace a flowing sense of self, whereby we are perpetually re-framing, re-organizing, re-thinking, and re-considering ourselves.”


But if you’re a company developing a chatbot it really pays to ask who – or what – your chatbot is going to be. It’s important, because chatbots are a channel through which businesses both serve their customers, and relay their brand.

So figuring out what personality you want to convey with your chatbot is important. That should inform the kind of language your chatbot uses; the kind of information he, she, or it shares; and even the name of the chatbot itself.

Most importantly, it should align with your brand.

If you’ve done a good job with all of this, you may find the chatbot drives greater customer engagement and loyalty, and potentially even better conversation rates.

Many companies seem to settle on female chatbot personas that have names that lead me to believe they would be millennials if they were in fact human. And that’s just fine.

But remember, you can get creative here.

Your chatbot can take on the persona of anybody from a mom-type named Marge who can answer a question about laundry detergent, to an expert who can provide nutritional information, to a French chef who can serve up recipe or restaurant advice with a side of ennui.

Your chatbot could also be an animal (like Poppy-Cat). It could take the form of an object – like Clippy in Microsoft Office, or something much more likeable. It could even be an entirely new thing – maybe something from outer space?

The sky’s the limit when creating a chatbot to better serve your customers, support your initiatives, and reinforce your brand. But start your chatbot design exercise on a firm foundation by revisiting what your brand is all about, what it aims to convey to its customers and prospects, and how the chatbot can do all that to meet the goals of your business and its customers.


Edited by Maurice Nagle

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