{"id":2336,"date":"2020-01-22T03:09:00","date_gmt":"2020-01-22T03:09:00","guid":{"rendered":"https:\/\/scienceofthetime.com\/?p=2336"},"modified":"2020-01-22T03:09:00","modified_gmt":"2020-01-22T03:09:00","slug":"drop-the-bot-stay-human-bond","status":"publish","type":"post","link":"https:\/\/scienceofthetime.com\/dlc\/2020\/01\/22\/drop-the-bot-stay-human-bond\/","title":{"rendered":"Drop the bot! Stay Human &#038;\u00a0Bond"},"content":{"rendered":"\n<section class=\"section section--body\">\n<div class=\"section-divider\"><hr class=\"section-divider\" \/><\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<blockquote class=\"graf graf--blockquote\">A story by <a class=\"markup--anchor markup--blockquote-anchor\" style=\"font-size: 0.875rem;\" href=\"https:\/\/www.linkedin.com\/in\/raquel-sodre\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/www.linkedin.com\/in\/raquel-sodre\/\">Raquel Sodr\u00e9<\/a><\/blockquote>\n<p>\u00a0<\/p>\n<p class=\"graf graf--p\">The future does not lie in robot! At least not every part of it. Now that I have vented what has been bothering me for the last week, maybe I should rewind and start this story from the beginning.<\/p>\n<p class=\"graf graf--p\">In 2019, websites from all over the world started installing automated chat boxes that would pop up within five seconds after opening a page. Pretty annoying, I thought. Maybe I was being cranky, maybe I wasn\u2019t the public for whom it was designed, but the fact is that it irritated me.<\/p>\n<p class=\"graf graf--p\">So the day came when I actually wanted to ask a question in one of those pop-up windows. And guess what? No response! I decided to run a test; I left the windows open and my computer on overnight, just to see how much time it would take the four companies I contacted to reply. Spoiler: I\u2019m still waiting.<\/p>\n<h4 class=\"graf graf--h4\"><strong class=\"markup--strong markup--h4-strong\">Bots invade Instagram Stories<\/strong><\/h4>\n<p class=\"graf graf--p\">Fast forward to 2020, and what I thought was bad enough in the previous year has reached a new peak. Now, not only do we have to deal with bots on websites and with fake social network profiles, but these automated bots also invaded Instagram Stories, creating absolutely nonsense interaction.<\/p>\n<p class=\"graf graf--p\">One of the most common uses for these bots in social media is to respond to questions, especially those published on Instagram. For example: I posted a series of Stories about a coolhunting I did in the Netherlands and opened it up for comments from my followers. Here are some of the \u201canswers\u201d I got from bots:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Name 3 things you would teach your younger self?<\/li>\n<li class=\"graf graf--li\">Venice or Florence?<\/li>\n<li class=\"graf graf--li\">What pomade you use?<\/li>\n<li class=\"graf graf--li\">Hi kelsodre. Amazing question, we can\u2019t find the right answer for you! Do you know about our company? For more info\u2026<\/li>\n<\/ul>\n<p class=\"graf graf--p\">I also got some random emojis and other empty replies.<\/p>\n<h4 class=\"graf graf--h4\"><strong class=\"markup--strong markup--h4-strong\">Bots aren\u2019t the\u00a0future<\/strong><\/h4>\n<p class=\"graf graf--p\">A lot is being said about the role of big data and AI in the next decade. In the <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/websummit.com\/schedule\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/websummit.com\/schedule\">Websummit 2019<\/a>, most of the panels navigated around these main themes, which indicates the subject\u2019s relevance to our society.<\/p>\n<p class=\"graf graf--p\">But in marketing and customer relations, I believe the future doesn\u2019t lie on artificial intelligence. When it comes to dealing with people, it\u2019s the human touch brands should be going for. Not in the least because right now the Occident is living its <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/melmagazine.com\/en-us\/story\/the-loneliness-epidemic-is-so-bad-world-leaders-have-been-forced-to-intervene\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/melmagazine.com\/en-us\/story\/the-loneliness-epidemic-is-so-bad-world-leaders-have-been-forced-to-intervene\">worst loneliness epidemic<\/a>.<\/p>\n<p class=\"graf graf--p\">A 2018 <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.kff.org\/other\/report\/loneliness-and-social-isolation-in-the-united-states-the-united-kingdom-and-japan-an-international-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/www.kff.org\/other\/report\/loneliness-and-social-isolation-in-the-united-states-the-united-kingdom-and-japan-an-international-survey\/\">research<\/a> conducted by \u201cThe Economist\u201d together with the Kaiser Family Foundation (KFF), revealed that 22% of all adults in the United States and 23% in the United Kingdom declare to always or often feel lonely, isolated, left out or lack companionship. According to a <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.vice.com\/en_uk\/article\/nnyk37\/what-vice-readers-fear-the-most-hannah-ewens-love-loneliness\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/www.vice.com\/en_uk\/article\/nnyk37\/what-vice-readers-fear-the-most-hannah-ewens-love-loneliness\">poll held by Vice<\/a>, Millennials fear more being lonely than losing their house or their jobs. Bottom line, people are craving for contact with real humans.<\/p>\n<p class=\"graf graf--p\">For businesses, this translates as: establishing a true relationship with customers and building communities is more important than ever. Brands have the power to be the nexus of certain values that bond people together. Consumption choices are often used as a way to tell the world who you are and what is important to you. But the only path towards effectively building a strong brand community is through the sensitivity of a real person\u200a\u2014\u200anot the automated empty reply of a bot.<\/p>\n<p class=\"graf graf--p\">I\u2019m not saying that there is no use for big data or automation in marketing. There certainly is. However, brands should never let a bot do the job an experienced, empathetic and thoughtful professional should be doing, under the risk of losing their social relevance and falling into oblivion.<\/p>\n<h4 class=\"graf graf--h4\"><strong class=\"markup--strong markup--h4-strong\">The Nubank case of\u00a0success<\/strong><\/h4>\n<p class=\"graf graf--p\">The Brazilian fintech Nubank is a great case study in successful, human-centered approaches to customer care. The company started out as a credit card, aimed mainly at young people who wouldn\u2019t be granted credit by traditional banks. Nubank doesn\u2019t have branches, which means all the transactions are made online, on a very user friendly app.<\/p>\n<p class=\"graf graf--p\">But besides the innovative service, another aspect stands out in its business model: a humanized customer service. Although the business model is tech based, Nubank chose to keep their relation with its clients in very human hands.<\/p>\n<p class=\"graf graf--p\">Not only that, their staff is trained to act as humans, so whenever you get in touch with their channels, you can always expect an empathetic reply. \u201cWe provide all the tools our customers need to solve their own problems, from their balance verification to their invoice payment. So, if they reach out to us, it\u2019s because something serious happened\u201d, explained co-founder and director Cristina Junqueira in an <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/exame.abril.com.br\/negocios\/100-digital-nubank-ganha-fama-pelo-atendimento-humanizado-2\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/exame.abril.com.br\/negocios\/100-digital-nubank-ganha-fama-pelo-atendimento-humanizado-2\/\">interview<\/a> to a Brazilian business magazine.<\/p>\n<p class=\"graf graf--p\">Sometimes customers get surprised by little treats the company sends them after a stressful situation.<\/p>\n<figure class=\"graf graf--figure graf--iframe\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"iframeContainer\"><span style=\"font-size: inherit;\">According to the post, Instagram user @deyvissonmello had an abusive and incorrect interest charge on his credit card invoice. He got in touch with the company, which not only solved the problem quickly, but also sent him a hand written apology letter and a box with some branded treats.<\/span><\/div>\n<\/div>\n<\/figure>\n<p class=\"graf graf--p\">Instagram user @pattyoliveirach is another example of people who were surprised by the bank\u2019s customer care. She got flowers after having contacted the bank about payment arrangements for her wedding.<\/p>\n<figure class=\"graf graf--figure graf--iframe\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"iframeContainer\"><span style=\"font-size: inherit;\">User @rayza_rocha contacted the bank to ask for a loan. Not only did she get the credit, but NuBank also sent some tokens to remind her that they try hard to help make their customers\u2019 dreams come true.<\/span><\/div>\n<\/div>\n<\/figure>\n<p class=\"graf graf--p\">Under the hashtag #nubank, on Instagram, you can find other examples of customers who got surprised by the brand. Of course, the experience becomes a post on social media, generating views for the company and eventually attracting new clients. But most of all, it builds a community of brand ambassadors, who will promote the brand just because they feel integrated, cared for and want to be part of it.<\/p>\n<p class=\"graf graf--p\">The results couldn\u2019t be clearer; according to the company\u2019s <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/blog.nubank.com.br\/nubank-divulga-seu-balanco-financeiro-um-semestre-incrivel\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/blog.nubank.com.br\/nubank-divulga-seu-balanco-financeiro-um-semestre-incrivel\/\">official financial statement report<\/a> (in Portuguese), they have reached 10 million clients in 2019, and are internationalizing to Argentina and Mexico.<\/p>\n<h4 class=\"graf graf--h4\"><strong class=\"markup--strong markup--h4-strong\">Put a human touch to your conversational marketing<\/strong><\/h4>\n<p class=\"graf graf--p\">Conversational marketing has been a big topic in the last three to four years in the field. Said simply, the idea is to use text messages in a strategic way to engage with your customers.<\/p>\n<p class=\"graf graf--p\">For some of the biggest companies, keeping all customer care in human hands may not be sustainable on an operational level. In such cases, getting some help from AI in the form of chat bots seem almost unavoidable.<\/p>\n<p class=\"graf graf--p\">And there is no problem with that, when it comes to answering simple questions, like the ETA of a purchase, changing the address for delivery, changing the date of an appointment. But, in order to efficiently connect with the public, being able to quickly escalate the conversation to a human when the demands become more complex is vital.<\/p>\n<p class=\"graf graf--p\">On the high-end, Burberry is one of the companies that started investing in the conversational marketing strategy to strengthen bonds with their top clients. The fashion brand partnered with Apple in September 2019 to use the R Message, a human-based service that allows a brand to text their public.<\/p>\n<p class=\"graf graf--p\">In this particular case, Burbery is using it so that store associates can directly message the most important customers of the brand. The company\u2019s tech team is analyzing how they can combine this tool with AI. But, once more, the human touch is the cherry on top of the cake, offering a luxury service for an A+ public.<\/p>\n<h4 class=\"graf graf--h4\"><strong class=\"markup--strong markup--h4-strong\">Focus on relationships<\/strong><\/h4>\n<p class=\"graf graf--p\">Numbers and automation tools are assets that can and should be used to help brands in their decision making process. However, when it comes to dealing with customers, artificial intelligence cannot replace genuine human connection where problems are solved not with algorithms, but with true understanding and empathy.<\/p>\n<p class=\"graf graf--p\">Brands that learn how to use this in their favour are able to build relationships with their customers and create a community around them. The reward is becoming a relevant social actor and thriving despite the turbulence of the contemporary market.<\/p>\n<section class=\"section section--body\">\n<div class=\"section-divider\"><hr class=\"section-divider\" \/><\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\u00a0<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\"><hr class=\"section-divider\" \/><\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 class=\"graf graf--h3\">This is a story of the Futurist\u00a0Club<\/h3>\n<h3 class=\"graf graf--h3\">by <a class=\"markup--anchor markup--h3-anchor\" href=\"https:\/\/scienceofthetime.net\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/scienceofthetime.net\/\">Science of the\u00a0Time<\/a><\/h3>\n<blockquote class=\"graf graf--pullquote\">Written by: <a class=\"markup--anchor markup--pullquote-anchor\" href=\"https:\/\/www.linkedin.com\/in\/raquel-sodre\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/www.linkedin.com\/in\/raquel-sodre\/\">Raquel\u00a0Sodr\u00e9<\/a><\/blockquote>\n<figure class=\"graf graf--figure graf--layoutOutsetLeft\"><img decoding=\"async\" class=\"graf-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/600\/1*5W63oCjFBVtgw7U7EyP3AA.jpeg\" data-image-id=\"1*5W63oCjFBVtgw7U7EyP3AA.jpeg\" data-width=\"2448\" data-height=\"3264\" \/><\/figure>\n<p class=\"graf graf--p\">Raquel is a Lisbon-based communications specialist with a passion for telling stories and spotting trends. She has a Bachelor\u2019s in Journalism and Public Relations, and more than ten years\u2019 experience covering a range of topics\u200a\u2014\u200aincluding marketing, health, wellness, lifestyle, and science\u200a\u2014\u200aas both a reporter for the O Tempo daily newspaper in Brazil and as a freelance writer. She also authored \u201cHist\u00f3ria Bizarra da Psicologia\u201d (2018), a non-fiction book for young adults. She is a native Portuguese (Brazilian) speaker, and fluent in English, Spanish, and Italian.<\/p>\n<p class=\"graf graf--p\">She is currently pursuing a Master\u2019s in Culture and Communication at the University of Lisbon, and is a researcher at its Trends Studies and Culture Management Laboratory. Follow her on Instagram and Twitter (@kelsodre) to learn more about her work in lifestyle, cultural branding, tribal marketing, and trends studies.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":26,"featured_media":2337,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41,35],"tags":[150,517,518],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Drop the bot! Stay Human &amp;\u00a0Bond - Downloadable Content (DLC)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceofthetime.com\/dlc\/2020\/01\/22\/drop-the-bot-stay-human-bond\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drop the bot! 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