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Bots in the Scope of the CRM Systems of Companies

 When bots are increasingly used in companies, the CRM system will also

increasingly turn into a “BRM – Bot Relationship Management” system.

With each contact with the customer, the bot learns more about the customer’s needs and preferences. It acts as a fully automated, smart customer

adviser who can recognise the client’s wishes like a good friend and fulfil

them directly. Fully personalised up- and cross-selling increase customer satisfaction and frequency of purchase. With the help of these persona assistants, the CRM system of a company is given fully autonomous efficiency

never achieved before and alignment as close as possible to the customer.

The search for a suitable and affordable flight can be cumbersome. What

is we can simply ask a bot for an affordable flight? Lufthansa mwith their

helpful avatar “Mildred” (mildred.lh.com) have recognised the signs of the

times and gone public with a best-price search bot at the end of 2016, initially a still learning beta version. In a sympathetic chat with Mildred, you

can enquire in German or English about affordable flights within the next

12 months and book them directly.

Admittedly, the speech requirements are not particularly high as the chat

does not take any unsurprising turns. Of course, the search period can be

limited further and the booking class can be specified but the content of the

chat is more or less the same. It is connected to various databases including “Lufthansa Nearest Neighbour” to search for airports according to city

names or the three-letter cods. With the help of “Google’s Geolocating”,

Mildred is able to located airports according the sights. An enquiry about

the Eiffel Tower, for example is translated into Paris as the flight destination.

On the basis of this data, Mildred enquires with the Lufthansa database

“best Price” about the cheapest price for the route needed, which can then

be booked via a link.



The classical inbound touchpoint bot in customer service is provided by

the service provider for digital television, Freenet TV. It gives advice about

reception problems around the clock and can thus provide initial help.

In contrast to Mildred, the customer does not write mbut clicks on pre-

programmed answers and is led through a first problem diagnosis and trou-

bleshooting process step by step. Video instructions are frequently posted ams

well making the service as the first point of contact quite useful. As techni-

cal problems can quickly become complex, however, the bot meets its lim-

itations after a few questions and, upon requests, passes on to the classical

means of customer service (https://www.messenger.com/t/freenetTV).

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