LUDO GOUGAT, RAPP SF, ON CONVERSATIONAL DESIGN WITH SMARTINSIGHTS

"At MarTech San Francisco 2017, Nick Pandolfi of Google’s Global Product Partnerships claimed that language is the new user interface. But chatbots are still a nascent technology, and they come with a bit of a Catch-22: People are willing to use them and find them valuable, especially during purchasing, but if a company’s chatbot is poorly designed and leads to a negative interaction between the consumer and brand, then that person will likely never come back. The more conversation technology improves, then, the more consumer expectations will evolve, too.

As chatbots become more fundamental to consumer-facing experiences, chatbot designers must make their creations more human by improving natural language processing and contextual responses. Because those marketers who don’t recognize the vital role conversational design will soon play in the brand-consumer relationship are the ones who will leave their companies without a voice."

Read the full article here.