Nearly 40 percent of all French brands have integrated a bot into their strategy,¹ and more and more users are interacting with conversational agents. Some of these chatbots have a human avatar, while others don’t. Some are serious, while others exercise humor. But the thing that ensures the quality of the user experience is the match between the virtual assistant and the user: the machine must precisely know the target it’s addressing! Here’s how to adapt your bot to your users in two steps.
1. Behavioral targeting: knowing your targets better
For a company, behavioral targeting implies defining personas, the robot-portraits of the end users. These archetypes are representative of a group of people with similar needs and behaviors. They enable your marketing department to adapt its actions according to the target audience, as millennials, senior citizens, B2B prospects and B2C prospects each need to be addressed in a different way.
Your chatbot must also be able to adapt its conversation and its attitude to its users. Two big questions will help you define your personas:
- Who are your users (age, sex, socio-professional category, geographic location, etc.)?
- What do they want, and how can you meet those needs?
Once you’ve answered these questions, separate your targets into groups of individuals with similar behaviors and expectations (a process known as “segmentation”). From the perspective of branding (positively managing your brand image), this step is indispensable for effectively addressing your targets. In the context of your communications strategy, the behavior and personality of your chatbot are some of the elements to reflect on in relation to personas.
2. Adapting your chatbot to your users: finding the perfect match
The bot is an information sponge, a quality that enables it not only to respond efficiently and relevantly to the needs of users, but also to effectively embody your brand. For this to happen, it must adopt an appearance, a behavior and a voice (in other words, an identity) adapted to the people it will be addressing.
Of course, your chatbot can’t combine every personality at once. The same arrow can’t hit every target at the same time. That’s why your virtual agent must respond to two problems:
- The effectiveness of the scenarios:your chatbot’s missions differ in relation to your targets, and the same goes for its behavior and its tone. A humorous conversational agent is a better match for an audience of millennial B2C prospects than for the profiles of B2B prospects who are seasoned entrepreneurs!
- The bot’s identity:because it addresses diversified audiences, potentially spread out over different countries, your chatbot must assume an avatar adapted to the greatest number of users. If you’re working with countries in Europe and Asia at the same time, a bot endowed with a catch-all avatar (for example, one inspired by a cartoon character) might be the most appropriate choice.
THowever, if you don’t know what appearance to give your bot, don’t hesitate to perform a few tests! On the French Army website, , the chatbot Master Corporal Dupont changes every day, thus embodying the diversity that’s at the core of the Army’s recruitment strategy.
Working on the identity of your chatbot is an essential process for satisfying your users. A well-planned virtual agent improves the effectiveness of your customer relations and tells the story of your brand with ease. Living Actor helps you find the right tone and configure your bot in order for it to become the ideal vehicle for your brand and your values. Our teams are here, ready to discuss it with you!
(1) L’interaction humaine : clé de voûte de votre stratégie client, Accenture, 2016.