If you haven’t incorporated conversational AI in your business strategy, it’s time to do it. Businesses are already benefiting from AI-powered chatbots that automate many tasks and save a lot of money.
The popularity of conversational AI is seen from how fast the demand for it is growing. It’s expected that the spending for conversational AI will take up to 40% of all cognitive AI purchases by 2022. So, it’s definitely time to invest in an AI-powered chatbot.
However, before you bring this technology to your company, think, whether you have a writer who would craft and optimize the script for your chatbot.
If the idea of hiring a writer for this purpose seems a bit redundant to you, here are a few solid reasons why AI-powered chatbots don’t deliver good results without proper writing.
1. Humanizing Chatbot-Customer Interaction
When a customer initiates a conversation with a chatbot, they understand that they will be talking to a robot with pre-selected responses. The writer’s task here is to bring these responses as close to a human conversation as possible.
A proper chatbot script copy humanizes the chatbot-customer interaction. This is the most effective way to build rapport with your customers, no matter what your product or service is.
How can a writer “humanize” the chatbot script copy?
Here are a few solutions:
- Colloquial language. The use of words and the tone should resemble natural speech as much as possible. It’s better to avoid long sentences, paragraphs, passive voice, and jargon.
- Advice–like responses. The answers a chatbot gives should provide value and cater to the needs of the customer.
- The use of emoticons. It may not apply to any business and situation, but emoticons can help facilitate positive interaction between a customer and a chatbot.
Florence chatbot is a great example of all three above-mentioned features combined:
The goal of this chatbot is to make distance healthcare more accessible and informative. The chatbot serves as a medication reminder, health tracker and also helps find doctors near the user’s location.
In the example above, the chatbot provides health advice. The script for the chatbot is written in colloquial language; the tips are straightforward and clear. The use of emoticons engages the user, bringing this customer-chatbot interaction as close to the human conversation as possible.
2. Creating the Right Context Using Analytics
Another reason to have a professional writer work on the script for the AI-powered chatbot is the context.
AI chatbots use machine learning to identify and predict responses. The writer’s task is to create the script, ensuring that all the following conversations stay within the same context.
In order to create the right context for the chatbot-customer conversation, the writer has to analyze the following data points:
- Audience demographics. The target buyer persona is the foundation of many business operations, and a chatbot is not an exception. Chatbot development involves thorough research of the target customer’s age, gender, location, language, and other demographic details.
- Page information. The chatbot’s responses often depend on the pages that the user has visited or is currently browsing.
- Previous activity. The writer should study the customers’ previous purchase behavior, purchase patterns, and other data indicating their connection to your business.
The use of data helps formulate more precise responses tailored to each customer’s experience. For example, a case study of Convey chatbot, which involved 16 participants who bought shoes via it, has shown that context based on customer data provided more personalized product offers.
So, if you decide to integrate a chatbot into your business, consider hiring a writer who would ensure that the chatbot script follows the right context.
3. Turning a Conversation into a Customer Journey
A positive customer experience with a chatbot depends on how well it is integrated into a customer journey. And the goal here is to create a script that supports a positive experience with your brand and product.
Chatbots contribute to the customer journey in a variety of ways:
- easy access
- quick, on-the-spot solutions to the problem
- ongoing assistance on every customer experience stage
But probably the most important function of AI-powered chatbots in customer experience is personalization. This is also a perk of an AI chatbot: with the help of machine learning, it can identify the customer’s need and find the most optimal solution to it.
Forksy chatbot is a great example of how to write a script to personalize customer experience:
Forksy is a virtual nutrition expert. To personalize its tips, it asks each user a set of questions that would allow it to select nutrition recommendations according to the user’s weight, height, lifestyle, level of activity, and dietary restrictions.
Having an experienced writer can help you craft a script focused on creating a well-rounded customer experience. The chatbot itself is only a part of the customer journey, but it can play a deciding role in how well the customer connects with your brand.
4. Ensuring a Spotless, Mistake-Free Script Copy
Editing proofreading is a part of working with any text, and chatbot scripts are not an exception. Regardless of the length of the script, it will need several edits and proofreads to make sure it follows the right context.
What role do editing and proofreading play in chatbot script writing?
First of all, it’s the only way to ensure your script is mistake-free. Martin Richman, a writer and editor at EssayPro, says that grammatical and stylistic mistakes are the most common issues he and his team find when proofreading chatbot scripts.
We already mentioned that a chatbot script should resemble human speech as much as possible. Additional proofreading ensures that the script doesn’t have any grammatical and stylistic constructions that might create ambiguity.
Editing plays an important role in creating the proper context for AI-powered chatbots. Since this process involves data analysis, and you know that customer data changes constantly, you might end up editing the script several times until you are sure that it caters to your customers’ needs.
5. Bringing Personality to the Chatbot
Lastly, if you want your AI chatbot to reflect your brand’s personality, good writing skills are a must. Brand personality is what makes your business and product recognizable. And, since chatbots handle the interaction between your brand and your customers, you can use it as a branding opportunity.
How to add personality to a chatbot?
- Start with the greeting. To resemble human interaction, your chatbot can introduce itself to the customer as well. This way, you remind the customer that this chatbot is part of your brand.
- Introduce the product/service. A chatbot should provide brief information on your product or service and explain its role in helping the customer enjoy your product more.
- Use different visuals. Incorporating images can help establish a rapport with a customer.
KLM Royal Dutch Airlines chatbot is a mix of all three above-mentioned features:
After greeting the customer, this chatbot introduces itself, and throughout the conversation, behaves like a human being. And when it encounters a problem, it uses gifs to mitigate the possibility of a negative customer experience:
As a result, KLM has created a chatbot that provides the necessary flight information to the customer and represents the airlines as a brand.
Of course, copywriting plays an important role here. A script should represent your brand’s most prominent features without imposing them on the customers. That’s why it is a great idea to have a professional writer do this job.
Good Writing is Crucial for Conversational AI
There’s no doubt that, to craft a good chatbot script, you need to have solid writing skills. Not only that – you also need to be good at editing and proofreading to make sure that the chatbot fits all the requirements and follows the context.
To sum up what we’ve talked about here today, let’s quickly review all the five reasons why writing is so important for conversational AI:
- Humanizing customer-chatbot conversations. Writing is responsible for bringing the script closer to human speech.
- Creating the right context. Writing, paired with data analysis, helps you formulate the right context for your AI chatbot.
- Turning every chatbot conversation into a customer journey. Properly written script always ensures the highest level of personalization, which is important for a positive customer experience.
- Ensuring a mistake-free copy. Editing and proofreading play a key role in writing, as they ensure a spotless script copy focused on the right context.
- Adding personality to your chatbot. Chatbots are an awesome opportunity for branding. Proper writing can help create a script that reflects the best features of your brand.