How to Answer: Establishing a more meaningful connection with customers is a benefit of marketing plans that include LivePerson's messaging service. Can you provide an example of a campaign you ran where messaging was used as a main driver of brand loyalty?
Advice and answer examples written specifically for a LivePerson job interview.
17. Establishing a more meaningful connection with customers is a benefit of marketing plans that include LivePerson's messaging service. Can you provide an example of a campaign you ran where messaging was used as a main driver of brand loyalty?
How to Answer
Your interviewer wants to know your approach to increase brand loyalty by using AI messaging.
The best way to answer this question is through storytelling. Recount a story that you've kept fresh in your memory, explaining macro-level details of what the brand loyalty goal was that you needed to achieve, what you did to achieve it, and what the result was.
When you answer, don't talk too much about brand loyalty or the goal, per se. Instead, keep your focus on the messaging technology and how it was used as a driver in your plan toward making a notable difference.
Written by Ryan Brown on February 18th, 2019
1st Answer Example
"I worked with an online grocery company that wanted more orders to be completed on their app. They'd noticed that many customers would buy once and never return. Upon surveying customers that hadn't used the app in a long time, or had deleted it altogether, they found that customers didn't like shopping for groceries through the app because it wasn't enjoyable to browse and find items they wanted. They also missed the enjoyment of 'hunting' around the grocery store for deals.
Adding a chatbot to the app addressed both issues. The bot engaged the customer as soon as they signed into the app by asking them if they wanted to 'hunt around' in this week's deals section. If the shopper said 'Yes', the bot would ask more questions to determine whether the customer only wanted to see some items on discount or all. This gave the customer the same rush as entering a grocery store and browsing sale items in the front display cases. The bot could also make suggestions generated by artificial intelligence. For example, if a shopper put hot dogs in their cart, the app would automatically suggest three hot dog bun brands to add to the cart. The user could make their selection from suggestions, pick 'I want a different kind' to see the whole selection, or 'I don't want any' to return to the main menu. Customers now had easier access to the product selection in the app.
The next time surveys were conducted, customers that tried out the new version of the app were found to be more likely to use the app again and even recommend it to a friend."
Written by Ryan Brown on February 18th, 2019
2nd Answer Example
"A scheduling software company whose account I managed wanted to convert free version users of their app to paid version users. They had been missing many opportunities in the free version to market the paid product. By adding a bot, they could provide tips to users in exact moments when features only offered in the paid versions could have been useful. Customers found this helpful, and they were able to become educated about the product in a way that a typical product description page could not achieve. The bot's method was interactive and relevant, whereas product pages are often full of more words and information than what most customers are willing to wade through. After being 'tipped off' by the chatbot, customers that upgraded to the paid version increased by 15%."