Deciding on the 16 Question Prompts and Answers
(5 min read)
There are countless ways to persuade customers in the consideration phase.
Finding the right messaging is crucial to increasing buyer’s valuation and willingness-to-pay.
For example, there are many different categories that emphasize differently. Look at these examples for the documentary streaming service CuriousityStream:
|
Category |
Example |
Purpose |
|
e-tribalism |
If you sign up today you’ll become our trusted partner in continuing to improve the categories and content we offer. We regularly ask for feedback about your recent experience and preferences for new content. How does that sound? Would you like to help shape the future of our platform? |
Making customers feel like a valued part of something |
|
Product risk |
Our library is packed with award-winning documentaries – be sure to check out the Emmy winning series Stephen Hawking's Favorite Places. |
Mitigating customer concerns over product quality with 3rd party certifications |
These are just 2 examples to demonstrate how different styles can each persuade from different angles. Some may be more effective on average than others.
But which one do we choose?
This is where reinforcement learning can help.
By loading persuasive statements into the sales agent chatbot the optimal dialogs will be constructed after a learning phase consisting of exploring different dialogs with customers and re-using successful techniques.
Besides your FAQs being converted for use as persuasive statements these categories can also be considered when deciding on the 16 question/answer prompts:
|
Category |
Example |
Purpose |
|
e-tribalism |
Prompt: “What’s included?”
Answer: If you sign up today you’ll become our trusted partner in continuing to improve the categories and content we offer. We regularly ask for feedback about your recent experience and preferences for new content. How does that sound? Would you like to help shape the future of our platform? |
Making customers feel like a valued part of something |
|
Product risk |
Prompt: “Why CuriousityStream?”
Answer: Our library is packed with award-winning documentaries – be sure to check out the Emmy winning series Stephen Hawking's Favorite Places. |
Mitigating customer concerns over product quality with 3rd party certifications |
|
Convenience risk |
Prompt: “Cancel any time?”
Answer: You can absolutely cancel at any time. There are no contract requirements, and no penalty for stopping your subscription when you choose. |
Mitigating customer concerns over delivery issues, fast shipping, or contract requirements. |
|
Financial risk |
Prompt: “Any discounts?”
Answer: We do have an ongoing 40% off discount for annual plans. Or you can try us out for just $2.99/month and gain access to our vast array of content on any device, anytime, anywhere. |
Mitigating customer concerns of being over-charged, or that they are not getting the best deal. This category can also include concerns over secure transactions or data privacy. |