Chatbots and voice assistants can be used for repetitive processes, that often can be automated. That is why customer service was the first to really adopt chatbots and make them part of their regular operation.
However, conversational technology can be applied in many more ways. Think of service, marketing, sales, hr and even online coaching. From a tech point of view, the implementation is pretty much the same for every use case. But for Conversation Design, it is different. To figure out how this works, there are two very important models: The Bill Price irritation-value Model and the BJ Fogg Behavior Model.
Let’s get going and discover how these models can be used to take our Conversation Design to the next level.
Bill Price Value Irritation Model
Bill Price is a customer service guru. He was head of customer service at Amazon and wrote the book The Best Service Is No Service. In the book, he argues that companies should get their operations in order, and if they do a good job at that, nobody will ever feel the need for service.
Bill Price designed a quadrant that Conversation Designers can use when they are about to design a new conversation.
Some things are super valuable for users and not so much for the company. Think of customer service. Basic customer service questions, like changing an address etc. Here we want to increase self-service and make it easy for users to do it themselves.
Other things are super valuable for the business and not so much for the users. Think of sales: leaving product reviews, filling in forms and booking sales meetings. Here we want to make the process simple and remove barriers.
Looking at the quadrant, every scenario that takes place in the bottom right or top left square is perfect for bots. And if it is valuable for both the user and the company, then you should encourage live engagement and leverage the situation. High-value sales conversations or complicated service scenarios can harm the relationship.
So we now know for which scenarios we can use chatbots and voice assistants. But how do these two types of scenarios differ from each other? And how should we, as Conversation Designers, use this information?
For this, we use BJ Fogg his model. He is a famous behaviour scientist affiliated with Stanford University. His model is called: ‘BJ Fogg Behavior Model’.