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THE SCIENCE OF PERSUASION.

Chatbots & Neuromarketing: Why Your Business Needs Both In 2018

March 20, 2018

 

There's no slowing down their success, chatbots are making news nearly everyday. With big brands adapting this form of AI on their sites, smaller ones are following suit.

 

Businesses across various sectors in the country are now experimenting with chatbots and there are many reasons why you should, too.

 

Companies are starting to experience a revolution in customer care service and retention thanks to this piece of AI technology. Since they are designed and born from the need for convenience and immediate answers, we predict the interest in them will continue to grow significantly into the future.

 

Not All Chatbots Are Made Equal: The Importance Of Creating One That Works

 

However, not all chatbots are made equally and creating one without doing your homework may cause more harm than good. Chatbots follow pre-defined rules; they break down the users question into individual parts and compare them with the best answers from the database by means of artificial intelligence. You can only imagine how frustrating it must be for your users if these pre-defined rules are not configured and they do not find the answer they are looking for. If your chatbot is to become the "voice of your company"; make sure that voice is answering the right questions.

 

As a member of your company, you have all the answers, but perhaps you don't know the right questions. You might not even understand where your consumers are getting stuck and confused on your site (that's okay, you probably have a million other things going on). This is where working with a consumer experience expert comes in and there's no better field than Neuromarketing when it comes to quantifying how your consumers really feel.

 

Neuromarketing And Chatbots: Why and How They Go Together

 

Neuromarketing, in essence, is the application of neuroscience to marketing. This involves brain scanning, eye-tracking and other technologies to understand the consumers response to a marketing stimuli.

 

For example, electroencephalography (EEG) measures the electrical differences on the surface of the scalp. By identifying this area of activity, we can make conclusions about the specific mental process and emotional states that are being experienced at certain moments in time by the consumer and evaluate their experience on a per-second basis.

 

BUT why use a neuromarketer when developing your chatbot? Where does neuroscience fit into the development of such a piece of technology?

 

The brain responses measured by Neuromarketing techniques may not be consciously perceived by the subject. This makes the data received by carrying out such practices more revealing than surveys or focus groups. If the chatbot is going to be the voice of your company, the last thing you need is biased information from a traditional focus group that thinks they know what you want to hear.

 

At Neural Sense, we have made it our mission to help companies build chatbots that not only work, but answer the right questions we have discovered through neuroscience techniques. Or, if you have an existing chatbot but feel you're not using it to its full potential, we can help you understand how your consumers are experiencing and interacting with it.

There's no downplaying what chatbots can do. For brands and consumers alike, you are able to redeem communication and commerce. Make your purchases streamlined and your services personalized with a new addition to your company, a chatbot.


 

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