Page 8 - AeM_April_2019
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RESEARCH, ANALYSIS & TRENDS



































             Will chatbots take the lead in one-to-one

             (personalized) conversations in the digital arena?


            Prof.  Dr.  Peter  Gentsch,  a  German  management  (900  million)  are  used,  while  in  Asia  WeChat  (700
            consultant  and serial entrepreneur specialized  in  digital  million) and Line (215 million) dominate.
            management  and  data  science,  is  dealing  intensively
            with  the  topics  of  personalization  and  bots  in  his  Conversational  Commerce  as  a  new  interaction
            interesting article "Chatbots for personalized dialogues”,  parameter
            where  he  pointed  out  in  many  places  that  these  topics
            aren’t actually new.                                 So  far,  customers  who  wanted  to  get  in  touch  with  a
                                                                 company had to either fill in forms or call hotlines with
            Joseph  Weizenbaum,  for  instance,  developed  already  often  long  waiting  loop  –  both  ways  are  generally
            1966  a  computer  program  called  ELIZA  that  annoying  for  the  customer.  On  the  other  hand,
            demonstrated  the  possibilities  of  communication  communication  with  friends,  acquaintances  and
            between a human being and a computer through natural  colleagues  is  increasingly  taking  place  via  messaging
            language.  When  answering,  the  machine  assumed  the  platforms such as WhatsApp or Facebook Messenger.
            role of a psychotherapist, working based on a structured  That’s  why  we  now  see  the  emergence  of  a  new
            dictionary and searching for key words in the input text.  communications  paradigm,  where  organizations  use
            Although the success of this bot model remained highly  messaging platforms, chatbots, and algorithms both for
            questionable, such bots of the first generation, with fixed  customer interaction and internal communication.
            dialogue  and  keyword-driven  acting,  continue  to  be
            widely used.                                         Conversational Commerce, on the other hand, provides
                                                                 individual,  bi-directional,  real-time  communication  with
            Even  the  personalization  of  websites,  emails  and  the customer without the need for unrealistic amounts
            newsletters has been part of successful digital marketing  of  staff.  The  conversation  can  take  place  using
            for  many  years  already,  yet,  due  to  the  rapid  chatbots that are either integrated  into platforms such
            development of platforms, communication devices, voice  as WhatsApp or Facebook Messenger or found  alone
            recognition and AI, the topics experience new meanings:  on  the  company's  website.  In  the  chat  conversations,
            communication   and    interaction   are   increasingly  product advice, sales process, purchase and customer
            controlled  and  determined  by  algorithms  and  bots  and  care can take place, and thus facilitate the consumption
            messaging systems are hotly debated. At first glance, it's  for the customer. Since the customer interacts with the
            all  about  new  communication  interfaces  that  bring  company or the brand in the same way as with a friend,
            efficiency  and  convenience  benefits  as  the  logical  next  this concept is also called "brand as a friend", making
            evolutionary  stage,  but  it  is  far  more  than  just  telling  clear that companies benefit from their chatbots when
            Alexa to order a pizza or changing the reservation for a  they manage to conduct conversations that feel natural
            flight.  The  fact  is  that  the  popularity  of  messaging  and  and human-like for the user.
            bot  systems  is  steadily  increasing:  since  2015,  more
            people  are  using  apps  for  communication  than  social  Nowadays,   messaging   and   bot   systems   are
            networks,  which  is  almost  three  billion  people  a  day  increasingly  used  to  simplify  the  interaction  between
            worldwide  -  in  Europe  and  the  US,  mainly  WhatsApp  consumers  and  companies  via  voice  and  text-based
            (around  one  billion  people)  and  Facebook  Messenger  interfaces.  This  allows  the  entire  customer  journey  to

      8            April 2019 - Personalized & Customer-Centric Content Marketing
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