How does your chatbot impact your brand experience?

Driving greater return on investment through conversational AI

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* 1. Do you currently have a chatbot/conversational AI function in place for customer service or other uses? If not are you in the process of considering this service?

Yes

Considering for the short-term

Considering for the longer-term

We do not require this service

Don't know

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* 2. If you answered yes, how long have you had a chatbot/conversational AI function in place?

Less than 6 months

6-12 months

1-2 years

More than 2 years

Don't know

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* 3. Which department is responsible for managing your chatbot/conversational AI function?

Customer service

Marketing

Communications / PR

Other (please specify)

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* 4. Is your chatbot/conversational AI function discussed as part of your company’s wider brand, marketing and communications strategy?

Yes, it is a fundamental part of brand, marketing and communications conversations

Yes, it is discussed occasionally

No, it isn’t relevant in these conversations

No, it does not form part of these conversations

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* 5. Do you believe you are seeing the appropriate return on your investment from your chatbot?

No, but we have no way of measuring this

Not really meeting expectations in comparison to other customer touchpoints

Yes, it is performing in line with our expectations

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* 6. Are the outputs and results from your chatbot factored into any of the following? Tick all that apply.

Measurement of brand and marketing campaigns

Measurement of customer satisfaction

CRM integration

Customer conversion rates

NPS

Other (please specify)

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* 7. How often are the questions / conversations within your Conversational AI/chatbot updated?

Near real time

Weekly

Monthly

Annually

Never

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* 8. Has your chatbot approach been part of any recent brand repositioning exercises in the last two years?

Yes

Not sure

Other (please specify)

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* 9. To what extent have you found it challenging to deploy your brand’s voice and personality in your chatbot/conversational AI? Tick all that apply.

It has been a struggle to get the right tone from our chatbot

Our marketing department is not always happy with the chatbot outputs

It’s a functional service so we don’t need it to have a tone of voice/personality

Our chatbot has always struck the right tone and personality

Other (please specify)

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* 10. Do you think your chatbot could work harder in terms of engaging with customers? Tick all that apply.

There is definitely room for improvement

Our chatbot is currently a huge missed opportunity

It could provide more relevant content to customers

It could work harder in converting customers

Our service is already efficient

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* 11. Where do you believe your chatbot function could add more value? Tick all that apply.

Building loyalty with customers

Understanding the needs of customers and feeding that back into the business

Communicating the brand personality of your business

Driving interest in wider products and services

Surprising and delighting customers

Automating mundane queries

Reducing costs

Other (please specify)

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* 12. Do you believe your chatbot/conversational AI function would benefit from having its tone of voice/personality updated more in line with the company’s overall brand personality?

Yes, this is an urgent requirement

Yes, this is something we are considering for the future

Yes, at some point this would be useful

No, it is currently hitting the mark

No, we don’t have this requirement

Not sure

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* 13. What barriers do you face internally when trying to set the personality/tone of voice of your chatbot function? Tick all that apply.

Differences between marketing and customer service requirements

Lack of ownership of the chatbot function

Varying objectives within the company

Lack of technical capability within the organisation

Other (please specify)