The concept phase begins with a needs analysis.

Before you can start with the concept for your chatbot, you need to clarify whether there is a need for a chatbot.
Implementation or even the concept phase can be time-consuming and cost-intensive. You should only invest this if there is a need for the chatbot. Not every company automatically has a need for a chatbot.
Conversely, any company could use a chatbot, but in some cases, other activities may be more important than developing a chatbot.

The statement “Everyone has a chatbot now, we want one too” is not a sensible reason for a chatbot.

Instead, you should check whether one of the following criteria applies to your company:

• Many repetitive questions that could be answered automatically
• Many repetitive processes that could be automated
• Processes for which it makes sense to map them in a conversational design
• Marketing campaigns in which a chatbot can support storytelling
• Complex products that could be better explained to the target group using a bot
• Problems with lead generation where a chatbot could provide support
• Need of the target group to have anonymous conversations
• Large parts of your target group use a specific messenger app and the majority of them can be found here

If one or even more of these points apply to you, then there may be a real need for a chatbot and you should start with the details of the concept.

If none of these points apply, then you should think carefully about whether you want to continue with your chatbot request. There may be reasons that justify this, such as “gaining experience with new technologies” or “taking on a pioneering role in the market”. However, the cost/benefit ratio should be analyzed in detail here.

Use case definition

As soon as you have established the need for the chatbot and can justify it, it’s time to define the exact user case. You have already noticed from the presentation of individual use cases that there are countless different chatbots and possible applications. Regardless of the industry, department or age – there are no limits to the application scenarios for chatbots.
Nevertheless, there are a few things you should bear in mind when selecting your first chatbot use case:

One of the most important factors here is that your use case or chatbot should generate measurable added value right from the start.

These can be a

• Increased customer satisfaction
• Cost reductions
• Sales increases

or something similar.

If your use case does not create added value, it will be difficult to justify the time and cost of this project. Furthermore, you will quickly lack motivation. Who likes to work on something without creating added value?

Define your user case precisely and keep the first use case manageable.
The use case should not be too broad so that you do not run the risk of getting bogged down. If the use case is too broad, users usually don’t know what the bot can actually do and what it is not suitable for. It is better to start with a manageable, limited use case, which nevertheless immediately creates added value.
For example, if you want to start with a chatbot to answer frequent questions, you could narrow down the type of questions. Perhaps only questions about a product group that you offer. Or only questions from a specific target group.
Make sure that you can clearly communicate the boundaries of your use case. Under no circumstances should you raise your target group’s expectations too high with your chatbot. The use case must be so easy to understand that after just a few sentences, users understand what added value the chatbot brings them and what limits it has.

Ideally, you can realize the first use case within two to three months and achieve initial results and findings. Gaining experience is particularly important in the first use case. You need to learn how your target group reacts to the new medium and what you should do differently or better in further use cases.
Furthermore, there are constant innovations and adjustments in most sectors and for many customers. Customer behavior is generally very dynamic and changes rapidly. Planning cycles that are too long are therefore a hindrance. If you take too long to plan and implement your first chatbot, the result may no longer be on time or suitable for your target group.

Choose a use case that has as many users as possible. This will make it easier for you to gain initial experience later on. If your chatbot is only developed for a very small user group, you will only have a few users who use the bot and it will take a very long time before you can gather the first insights.

If possible, opt for a use case that can be expanded. So if you start with questions about a single product group, this can then be expanded as required. If your chatbot is developed for a marketing campaign, it may be possible to use it in a similar form for other marketing campaigns.

The Swiss insurance company Helvetia serves as an example, which has limited itself very well in its first use case. Instead of developing a chatbot for all customer inquiries, the insurance company only implemented a chatbot for reporting bicycle theft. The chatbot tells users from the outset that it can only be used to report bike thefts. If a bicycle is stolen from a Helvetia customer, the customer can report the damage directly via Skype or Facebook and the chatbot informs all the necessary parties and the bicycle theft report is processed.
The advantage of this limited use case is that the benefits of the chatbot are very clearly defined from the outset – namely a reduction in the number of damage reports by phone or email and the ability to report damage around the clock. Furthermore, there can be no misunderstandings about the chatbot’s capabilities. The use case is clearly defined and there should be no false or overly high expectations on the part of the target group, and this use case also offers plenty of potential for further development. It is possible that the chatbot will also be able to process damage reports for other products in the future.

Once you have found the use case, you can start working on the right concept for your chatbot. Perhaps my chatbot canvas will also help you.
You can download the chatbot canvas directly here.

The needs analysis and use case finding are also part of my chatbot concept workshop.
You can find all the information here.

And of course you can always contact me personally if you have any questions.
Click here to go to my contact page.