AI IRL Podcast Episode 13: The Three People You Need to Have on Your Chatbot Development Team
Brian Bagdasarian is the Senior Manager of Digital Engagement & Conversational Marketing Strategy here at LogMeIn. This is actually a role that didn’t exist before he joined the team, but we’re so excited to see the innovation he’s spearheading. His role now exists to develop the conversational or digital engagement experience for each of our product families.
On the latest episode of AI: In Real Life, I sat down with Brian to talk about his new role as well as tips for building a chatbot development team.
When Brian thought about what he wanted to spend his time doing the next couple years at LogMeIn, there was one clear answer. He really wanted to change the way a business does business. And that’s exactly what he’s doing today.
Brian is changing the way people interact with the LogMeIn family of products as a business while driving the idea of building one-to-one relationships. He wants every customer to feel like they can use and interact with any of the products and get the answers they need, learn what they need to learn and get help making decisions.
That’s a big difference from how the majority of businesses think about chatbots today.
Because we want to do so much more with our chatbots than just help someone reset their password. That’s why Brian’s creating frontend sales and marketing chatbots that are not just going to allow you to schedule a meeting with a sales rep. But one that will help you figure out which product is the best fit for you, what kind of plan you should be on and why and how to use the features in each tool.
That’s right, all of that is in the chatbot.
His goal is very simple: make it simpler to start using the product and becoming a customer.
Building a Strong Chatbot Development Team
Brian’s role is one of a strategist, technologist, copywriter, and a few other things. That alone is a lot of different things for one person to be. That’s why he’s building a team of dedicated conversational designers, analysts and implementation specialists.
When Brian first used the term conversational designer, no one had ever heard of that role. Nowadays, he sees it on job postings, which is pretty cool to see.
A conversational designer is not a copywriter or content creator. These are people who are able to craft conversational narratives where the entire customer journey is fleshed out before they ever start building the chatbot. In other words, they design the conversation first. They work alongside with product marketing, customer support, technical, marketing automation, and more. They work together as a cross functional team to create substantial conversational model.
The important thing to remember about conversational design is that it’s outcome based, especially in the sales and marketing world. There should be a goal. If this person who we’ve never seen before comes to our home page and they start having a conversation with our chatbot, where do we want them to end up?
It’s like writing a write your own adventure story. All of the outcomes are already determined as possibilities but the person reading the story is able to choose where they want to go. And that’s a really key best practice.
So these designers decide the destinations and the paths that lead to each destination. They design the journey map. It’s about giving the illusion of free choice.
The metrics of conversation are very different from the metrics of a website or sales process. So a conversational analysts has to be trained to specialize in both determining what the objectives and key results are and how to measure, rank and rate those to improve the experience.
This is not a developer. This person is the point of connection for the entire team when they are actually rolling the product out. They would be the core that connects the team strategy and vision (Brian), design, analysis, and development.
The great things about this model is that it’s designed for experiments. It’s one that allows for repeatability but also allows you to make rapid moves towards tackling different use cases. How are you improving the chatbots in your business?
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