Page 18 - AeM_February_2021

COMPANIES & COMPAIGNS

Enhance unused potential in the

conversational UI

Every company wants to offer their customers a Findings from behavioral psychology prove that 95% of
unique customer experience, which is one of the decisions are made by humans with their intuitive
main reasons why they are increasingly trying to decision-making system. In other words, if you really
differentiate themselves from the competition with want to respond to the needs of customers, you must
voice assistants or chatbots. focus on their unconscious behavior patterns.

But the so-called Conversational User Interfaces In the PsyConversion study, elaboratum was able to
(Conversational UIs) are often not optimally geared to demonstrate a positive effect on conversion when
customer needs, resulting in customers not feeling websites were optimized for unconscious behavior
supported in their decision-making. They become patterns and their findings can be transferred to the
frustrated and break off the dialogue since a technically design of conversational user interfaces.
perfect functionality is assumed by customers
nowadays and is not a decisive quality criterion. With the approach of the so-called behavioral bot
design, user needs and the decision context are
If voice assistants and chatbots really want to make an brought into focus. Based on this, selected behavioral
impact in a customer experience, findings from patterns are used which should place coherent triggers
behavioral psychology help by talking into in the bot that triggers the desired behavior of the
consideration that people rarely act rationally, rather customers.
decide based on intuitive, unconscious behavior
patterns—and certainly applies to our purchase Behavioral bot design describes the holistic, customer-
decisions too. centered conception of conversational UIs. The aim is
to improve user experience and thus, make it easier for
customers to make decisions.

18 February 2021: Conversational & Event-Triggered Marketing