At a glance

Chatbots hold the promise of broadening how many customer interactions can be handled in an automated fashion. However, as with all touchpoints, there are right ways and wrong ways to use them. This article offers some practical tips on how to get conversational commerce right.

Why it matters

Building out conversational commerce doesn’t just efficiently help brands meet customer needs, it also frees up human customer service agents to deal with far more complicated issues, and helps brands tap more easily into business opportunities such as up- and cross-selling.


  • Chatbots are rising in importance, not only because the technology has arrived, but because we have now reached the limits of what is possible via the web’s visual interface.
  • Creating a virtual agent that can answer a customer’s question can seem magical, because it uses advanced technology such as artificial intelligence. However, to begin, it first depends on a simple enumeration of the myriad reasons a customer might want to be in touch with your company.
  • Chatbots center on the concept of intent, determining what a customer wants from an interaction with a company, and finding problems that customers need to have solved.