1. Is it better to focus on a couple of strategic communication platforms (channels) to deploy a bot or to try and get it in as many as possible?
Communication “channels” come up a lot with customers, and because there are so many varied ways people communicate these days, it can be confusing to focus on where a chatbot might get the best adoption. It may be best to think of channels like any other medium in that the medium itself is secondary to the audience.
Certain channels, like web and mobile SDKs give developers unique opportunities to customize the UI, but generally bots take on the native interface characteristics of the channels in which they live – a bot in Facebook Messenger will interface like Messenger, a bot in SMS will interface like text, so on and so forth. All of that to say, your capabilities will largely remain consistent across channels, so the real key is pick the ones that will best represent your users.
If I’m Coca-Cola, why would I advertise in a B2B trade publication? Conversely, if I’m a B2B logistics company, why would I advertise on TV? You can follow similar logic with chatbots. You don’t want to use them ineffectively, so if your users aren’t utilizing a particular channel, there’s no sense in deploying the bot there. Instead it would be wise to focus on maximizing adoption where your users already are. If you’re a company building a bot for internal employee use, where does most of your work happen? If you’re a company building a bot for retail use, where do most of your sales come from? Think of your audience first, and the channel selection should be fairly intuitive from there.
Learn more about chatbot channels.