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To run a successful campaign with Smart Chat, we suggest you follow these steps:

 

 

Have a clear goal

Why do I need to run the campaign?

The first step to run an effective campaign is to have a clear understanding of why do you need to establish a conversation with your contacts. This definition will guide you through the design process. 

 

Examples of goals for a campaign:

  • Audit the quality of service
  • Activate a service
  • Make cross-selling of products / services
  • Promotions
  • Perform preventive collection
  • Update customer database

What do I expect from the campaign?

You must know in advance which data you want to obtain from your contacts. This definition will help you to choose the correct type of Questions during the design process.

 

Examples of data:

  • Numerical rating of the service provided
  • Confirmation of a received product
  • Intent of purchase of a new product
  • Date / amount  for a payment promise
  • Email

 

To whom will I send the campaign?

You must identify your target contacts; those that can give you the data you need. 

 

Examples of target contacts:

  • Customers who made purchases in the last 30 days
  • Customers who have a credit limit of $ 25.000
  • Customers who hired a service in the last 15 days

 

It's important to have a mechanism to get the information from our customer segments in an automatic and reliable way to reduce manual labor that could result from executing daily or weekly campaigns.
Therefore, it is recommended to work closely with your IT area to implement a means for automatic extraction of contacts in accordance with the characteristics defined in the target segment.

 

How do I motivate the answer?

You must give your contacts a reason to interact with your chatbot::

  • Tell them about the benefits of answering; e.g.: condoning interests, get discount.
  • Inform about the disadvantages of not answering; e.g.: bad credit history and rating, collection fee.
  • Offer an exclusive promotion; e.g .: participate in a draw.

Design the dialogue

Design for SMS

  • Don't use too many open questions.  We must consider that, because of the size screen and keyboard, can be annoying to answer questions in great detail.

WHEN REDACTING YOU QUESTIONS REMEMBER: 149 is the maximum number of characters you can send in a single SMS using SmartChat.

TIP: Watch the counter for characters and messages that appears in the editing window of Questions and Actions. With this counter you will know if the text can be sent in a single SMS message or whether it will need more.
Call to action
  • Identify your business in the first message sent to the contact; this builds confidence by establishing that there is a relationship. 
  • The first message must be clear and precise, it's important to find ways to keep it short.
  • You must call to action through concrete questions, explaining why their participation is important. Example:

 

BANK BM: Please, rate the service of our DEL VALLE branch and help us improve. From 1 (bad) to 5 (good), how friendly was the teller?

 

Identify the custom data you need

Make a checklist of all the data you need to share with the contact or is required to perform some action within the dialog. For example:

  • Contact's name
  • Name of a branch office
  • Amount of overdue payment
  • Deadline for overdue payment
  • Name of product

Determine the order and type of questions/actions
  • We recommend to go from the most general to the most specific question

  • The complexity of the questions must go from easy to complex

  • Questions should be arranged so that the response to a question doesn't influence or skew a later question. 

  • Depending on the data sought to be obtained, some types of question / actions are more effective than others. Check the Questions and Actions sections to see the details.

 

Writing 
  • Use terms that result familiar to your contacts.

 

  • Avoid using ambiguous or subjective words.

 

AMBIGUOSOBJECTIVE

 

 

Service was fast?

 

 

 

 

Were you attended in less that 10 minutes?

 

 

 

  • Take care that the wording of the question does not suggest an answer.
SUGGESTIONNO SUGGESTION

 

 

How do you rate our service? (Excellent, good ...)

 

 

 

 

From 1 (bad) al 5 (excellent) how do you rate our service?

 

 

 

  • The first message should show the options that we want to be selected more by the contacts. Use a secondary flow to show the options of less interest to your business.
OPCIONES NO CONVENIENTES EN MENÚ PRINCIPALMENÚ SECUNDARIO PARA OPCIONES POCO CONVENIENTES



BANK BM: your credit has a balance due of $ 1,200 to 3/3/16. Avoid lowering your credit score and choose 1) Payment Promise 2) Already paid 3) Can't pay 4) I'm not a client

 


First message

 

BANK BM: your credit has a balance due of $ 1,200 to 3/3/16. Avoid lowering your credit score and choose 1) Payment Promise 2) Other

 

Flow activated when the contact selects OTHER

 

Other options: 1) Already paid 2) Can't pay 3) I'm not a client

 

 

 

 

  • The questions should relate to one aspect or logical relationship, should not be double (two questions in one).
NEGATIVOPOSITIVO

 

 

During your last visit: Was the service good? Did we solve your problem? (Yes / No)

 

 

 

 

 

During your last visit: Was the service good? (Yes / No)

 

 

Did we solve your problem? (Yes / No)

 

 

 

 

  • Write questions in positive terms; using negative terms causes trouble when trying to interpret the data. 
NEGATIVEPOSITIVE

 

 

You want to acquire a pre-approved personal credit for $ 35,000, don't you? (Yes / No)

 

 

 

 

Do you want to acquire a pre-approved personal credit for $ 35,000? (Yes / No)

 

 

 

  • Do not ask anything too complicated to answer or that requires checking on an external source..
REQUIRES CHECKINGYOU CAN ANSWER FROM MEMORY

 

 

Please, give me the date in which you renewed the service (mm/dd/yyyy)

 

 

 

 

Did you renew the service last month? (Yes / No)

 

 

 

Run a pilot

Realizar un piloto sobre un pequeño segmento de contactos antes de enviar la encuesta a toda la audiencia objetivo, es la mejor forma de incrementar el número y calidad de las conversaciones.

Te recomendamos elegir una pequeña muestra (que puede estar entre el 2% y el 10% del segmento) para probar la efectividad del chatbot diseñado.

 

Algunos aspectos que deberás evaluar en el piloto son

    • Porcentaje de redención
    • Detectar valores inesperados de las variables, flujos de preguntas erróneos, considerar si la duración es la adecuada. 
    • ¿Las preguntas están en orden lógico?
    • ¿Las preguntas se entienden?
    • ¿Qué dificultades se encontraron para completar el cuestionario?
    • ¿Cómo afecta una pregunta a la respuesta de una pregunta posterior? 

 

 

 

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