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Bots

Sharing the Love: Amy Krouse Rosenthal and the Emerging Connection between Author and Reader

By | Automation, Bots, Customer Satisfaction, Texting | No Comments

Throughout much of history, authors have maintained a distance from readers, their experiences separated by both time and place. As novelist Paolo Coelho noted, writing is “a solitary experience.” The work of the author was often created in isolation—seemingly forged in the rarified air of their literary mountain before being handed down to the waiting masses.

Now, not so much.

Modern writers are encouraged to engage with their readers and, thanks to technology, have numerous possible channels to choose from. This makes the modern author more a reachable human, and less a remote mystic.

This may seem grievous to the lone wolf author who would prefer to remain isolated and mysterious. But the reality in our connected world is that readers expect a level of access to authors, and success in the literary world depends on it. In his editorial piece “The Aloof Author Is Dead, Long Live the Writer,” David DiSalvo of Forbes Magazine writes:

Technology has riddled the barriers between authors and readers full of holes. Ignoring the multiple ways readers can interface with writers isn’t an option — but more to the point, why would anyone want to ignore them? In the new economy, writers must build brands for themselves and maintain them over time. Every mode of interaction with readers offers opportunities to strengthen the brand.

As novelist and blogger Kate Pullinger described in her article “Connecting Readers to Writers: the only possible future of publishing,” “(T)he only important question left, really, is how to connect writers to readers. Any publisher who isn’t addressing this directly and urgently will be in trouble soon.”

While blogs and eBooks have begun providing a somewhat interactive experience, printed literature has remained in the same static place it has for centuries. After all, how can the ancient medium of paper provide a modern interactive experience?

Enter author Amy Krouse Rosenthal.

Amy is bending the world of print media towards truer interactivity by partnering with OneReach to use text-based audience participation. Written in a wry, memoir style, her new book Textbook Amy Krouse Rosenthal invites readers to actively join in the discussion.

At the beginning of the book, readers are encouraged to text “Hello” to a Chicago number (the author’s hometown). A cheery greeting comes back from the author, which sets up a relationship of sorts between author and reader.

At various intervals in the book, Amy prompts the reader to engage by using text inputs to the previously used number. Information either flows from the reader to the author (such as self-portraits and photos) or from the author to the reader (such as audio files of a poet reading his work). All of these inputs are then posted on the author’s website.

This unique immersive experience was done very intentionally. Amy Krouse Rosenthal says “the text-messaging aspect of the book, at the end of the day, is about connecting with people.” This human need for connection is well-documented and has even been recently called “as fundamental as our need for food and water” by neuroscientist Matthew Lieberman.

We are only just beginning to see this connection between author and reader. What OneReach has done is create an interactive and immersive experience that has been lacking up until now. Future writers may be able to construct an entirely new way of providing details or even compel an interaction with their story lines. The possibilities are limited only by the author’s imagination. Consider these:

• Choose Your Own Adventure books. Remember those? Also known as “gamebooks,” they used to let the reader choose different endings and options as they progressed through the pages of the book. How cool would it be to adapt that in a more technologically immersive way? A reader could text their choices and receive instructions for the next step in the story.

• Interactive mysteries. Readers would need to solve part of the mystery before getting a text with the next clue. This would make them almost a character in the story as they help to solve the crime.

• Immersive talk tracks. Imagine going on the Boston walking tour and getting texts showing images of what you’re looking at, but from the colonial period. Bot technology could also be used so you could ask questions about what you’re seeing and get a real-time answer.

• Scavenger hunts. Thanks to the proliferation of activities like Pokemon Go and geocaching, scavenging has never been more popular. Authors can include location-specific or theme-specific clues and readers can respond with the correct answer or upload an image of the item.

• Personalized books. When I was a child, one of my favorite books was a personalized one, where my own name had been included in the storyline. Admittedly, it was done with old technology, and looked like someone had just clumsily fed the template through a typewriter. That didn’t matter to me. I loved the idea that I was part of the story, and felt so very important! Using texts, an author could now give prompts for names, details, and image uploads, essentially having the reader build the story as they go. At the end, readers could even get a digital or printed copy of the story they created.

These are just a few ideas, limited only by the imagination of writers now and in the future. As culture changes, so must the authors and publishing companies operating within it. Although really, no matter how much technology changes, people are—as always—still just earnestly searching for connection. And a writer like Amy Krouse Rosenthal gives them just that.

Try it for yourself and let us know what you think!

 

Image courtesy of www.whoisamy.com, taken by Brooke Hummer

business bot

Why Your Business Needs A Bot

By | Bots | No Comments

Both technological capabilities and consumer preferences are evolving faster than ever before, which amplifies the challenge organizations have as they attempt to establish and maintain competitive advantage. It is not surprising, then, that organizations of all sizes are struggling to adopt artificial intelligence and weave it into a comprehensive consumer engagement strategy.

The promise of artificial intelligence (AI) is compelling; a world where humans can interact with intelligent computers to perform tasks more efficiently. While 2016 may not be the year the promise of AI is fully realized, it is certainly the year that it becomes an integral part of  communication strategies for leading organizations. In fact, these emerging capabilities are increasingly being applied to business.

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Why Digital Customer Service must Balance Automation & Human Connection

By | Automation, Bots, Customer Experience, Customer Service, Guest Posts, Miscellaneous | 2 Comments

This guest post is written by Stephan DelbosEditor & Content Manager at Brand Embassy.

The hype surrounding Facebook’s chatbot announcement made it seem like some people were envisioning a Transformers-like takeover of customer service by bots. The introduction of chatbots into digital customer service is great because bots are fast and very efficient. But humans still have a huge role to play in customer service and always will. It might be less dramatic than a chatbot coup d’état, but the future of customer service lies in the balance between automation and human connections. Knowing the undeniable advantages of chatbots and making use of them, while also giving human agents the freedom to connect with customers will be the key to providing responsive, personalized service that delights customers and inspires their loyalty.

Many commentators look back on pre-internet customer service as the good old days, with real people helping people and developing long-term relationships. The internet, the narrative goes, put up a wall between brands and customers, making digital customer service potentially faster, but far less personal. The solution to that conundrum certainly isn’t to stop using technology — chatbots and digital customer care can be key differentiators, because they allow brands to streamline and simplify customer service at scale.

But we’ve reached a tipping point, when everyone is starting to realize the importance of customer experience, and that brands need to step out from behind that digital wall. 83% of U.S. consumers prefer dealing with human beings over digital channels to solve customer services issues, according to new research from Accenture. It’s not that technology is suddenly useless. On the contrary, chatbots and advanced customer service technology are more important than ever before. In fact, the smartest brands will actually use automation to put the human back into the customer service equation.

The beginning of a beautiful friendship

We love technology and we’re big fans of innovation. Anything that could possibly help brands serve their customers better sounds fantastic to us. But technology alone can’t provide excellent customer service, because customers want personalized human connections. That’s why 52% of consumers have switched brands in the past year due to poor customer service, which includes brands that made it difficult to get in touch with a human customer service agent. Bots are invaluable, especially when customers also have the opportunity to speak with an empathetic, responsive human.

Think of the popular stories you’ve heard about great customer service, from Zappos to Netflix or Hilton. It’s hard to imagine these being orchestrated by chatbots alone. But it’s also hard to imagine this extraordinary level of customer service being possible if agents didn’t have advanced technology at their fingertips.

The advantages of automation in customer service are too large to ignore. We have the technology, so why not use it? The key is knowing when to use automation and when to rely on humans. Doing so requires a clear-eyed consideration of what humans do best, and what should be left up to bots.

What should be automated?

Great customer service in the 21st century just isn’t possible without technology. Chatbots have all the advantages of computers: they’re fast and they’re rational. In the future, contact centers will take advantage of all that chatbots have to offer, but will only rely on them to do the things they’re best at, the 1st-level contacts for repetitive questions and issues that are easy to solve. There are exciting opportunities for brands who know how to make automation work for them.

As a basic bottom line, all brands should offer proactive live chat. Automated chatbots will seek out customers browsing the website and contact them based on what they are looking at. This kind of proactivity has positive effects on sales and customer satisfaction, but is often too much of a burden for human agents to take on, especially when there are many customers and a small team. Bots can free agents to do more important things.

Intelligent ticket routing is another vital feature of automated customer service. Intelligent routing, particularly in digital customer service where expectations for quick response and personalization are high, is a great way to utilize the best of both worlds. Brands have automation to select the best possible customer service agent, and a human touch to personalize the experience. It’s a question of using technology to lead customers to human agents if and when they need it.

What needs a human touch? 

In the future, human agents will focus on complex issues, and will use their emotional intelligence and instinct whenever they can. Essentially, technology will take care of the technical stuff, freeing up human agents to do what they do best. This will be a systematic change in the way we think about and execute digital customer service.

To cultivate the human touch in digital customer service, brands have to do three things:

  • Recognize the importance of empathy
  • Make personal connections
  • Provide repeat contact points

83% of American customers who have switched brands say that better live or in-person customer service would have inspired them to stay. Customer service should be less about “satisfying” customers and more about moving them smoothly through the service experience time after time. But even earlier, before making a sale, chatbots can get in touch with the customer and guide them along. Bots take care of the easily solvable problems, leading customers to qualified agents who can then develop and sustain relationships with customers over time, which means increased loyalty and distinguishing customer experience.

It’s time we brought humans back into customer service, but that doesn’t mean abandoning technology. Brands that achieve a balance between automation and human connections will succeed by utilizing the advantages of technology without neglecting age-old human contact.

About the Author

Stephan Delbos is Editor & Content Manager at Brand Embassy. He is inspired to bring emotional connections and real experience back into customer service.

 

ai business communications

Why AI Is Well-Suited for Business Communications

By | Bots, Communication, Self-Service | No Comments

 Business communications have traditionally been person to person—someone answers the phone, sends an email, etc. But in recent years, business communications have started incorporating automation in their IVRs, live chats and call routing. In fact, 53.6% of contact centers today use IVRs.

However, some businesses have moved beyond using automation in their business communications—they’re using artificial intelligence. Take Slack, for instance. The popular collaboration platform uses bots to onboard users and interact with them for a variety of reasons. Narrative Science, the natural language generation platform, uses artificial intelligence to draft reports that read just like a human-written report would.

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