Blog post
June 24, 2019

Automating engagement with chatbots

We really are living in the culture of now. When an individual wants an answer, a piece of information or just some entertainment, they want it at the tip of their fingertips and they want it now.

In recent years, this has been driven by tech such as apps and the ever-prevalent social media. The instant gratification of these platforms has made this behaviour entirely legitimate.

The simplicity of downloading games, music and videos from various app stores, right through to the direct engagement users can get with brands on social media, has meant that businesses and organisations need to remain agile and swift.

With more brands facilitating customer service queries through social media, the instant gratification has kicked in. Nearly three-quarters of those who engage with a brand on social media expect a response within 60 minutes.

However, this is not just a social media phenomenon. When someone is on our company website, engaged with our brand, if they need clarification or additional information, they want it now – or else they’re gone. A survey of nearly 6000 online consumers found that 57 per cent would use live chat.

For most organisations, being able to respond within the hour across your owned channels simply isn’t feasible. Of course, not responding can result in angry customers, or even shopping abandonment. Either way, lost opportunities.

Enter chatbots.

Chatbots are programs that enable businesses to give automated responses to customers and their audiences. Responding to keywords or commands, the bots reply with pre-authorised information. When done well, they provide a customer with detailed product or service knowledge, without human intervention.

Think of them as FAQ guides on steroids.

Most commonly, chatbots can be built into your website, stand-alone mobile apps or using existing applications like Facebook Messenger. They can be either rule based, responding to numbers or keywords like an interactive voice response (IVR) or the more complex artificial intelligence (AI) based technology.

Chatbots can be used to reduce churn, increase sales and even distribute content, all in a more meaningful and one-to-one manner.

While bots can be as simple or as complex as you want, well-built bots will provide outstanding private engagement with your audience. The most obvious benefit is that once set up (testing and monitoring aside), chatbots will be able to automate a level of customer engagement, which can significantly reduce cost and time when responding to customers.

Also, chatbots, which are bound by rules, will do this in a consistent manner.

There are plenty of examples of successful chatbots around, including GrowthBot by HubSpot and the ABC News chatbot. Your engagement with your audience is your most prized possession, so it’s understandable that it makes organisations anxious, and it’s important to think of some key aspects before letting your chatbot loose:

  • Be thorough – a poorly built chatbot will do more harm than good and will be as useful as a poorly trained staff member.
  • Be human – just because it’s a bot doesn’t mean it should sound robotic. This is especially key when integrating them with social apps like Messenger.
  • Be relevant – from set-up and as you evolve, use knowledge from existing customer touch points to make your chatbot up to date with what your audience is asking you.

Chatbots at this stage are by no means a replacement for customer engagement teams, but used correctly they can supplement those teams effectively.

Whether to reduce churn, increase sales or distribute content, they can be effectively integrated into existing digital strategies and help provide consistent and timely experiences.

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Every stakeholder relationship is different, and managing them effectively takes more than a one-size-fits-all approach.

From campaign planning to long-term engagement, having the right tools and strategy in place can make the difference between missed connections and meaningful impact.

This guide covers:

  • Identifying and understanding your key stakeholders
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Blog
The fundamentals of stakeholder strategy

A practical guide to tailored stakeholder management, offering strategies and tools to identify, map, and nurture relationships.

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Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.

In too many organisations, relationship management is still built around tools designed for customer sales. CRM systems, built for structured pipelines and linear user journeys, have long been the default for managing contact databases. They work well for sales and customer service functions. But for communications professionals managing journalists, political offices, internal leaders and external advocates, these tools often fall short.

Stakeholder relationships don’t follow a straight line. They change depending on context, shaped by policy shifts, public sentiment, media narratives or crisis response. A stakeholder may be supportive one week and critical the next. They often hold more than one role, and their influence doesn’t fit neatly into a funnel or metric.

Managing these relationships requires more than contact management. It requires context. The ability to see not just who you spoke to, but why, and what happened next. Communications teams need shared visibility across issues and departments. As reporting expectations grow, that information must be searchable, secure and aligned with wider organisational goals.

What’s often missing is infrastructure. Without the right systems, strategic relationship management becomes fragmented or reactive. Sometimes it becomes invisible altogether.

This is where Stakeholder Relationship Management (SRM) enters the conversation. Not as a new acronym, but as a different way of thinking about influence.

At Isentia, we’ve seen how a purpose-built SRM platform can help communications teams navigate complexity more confidently. Ours offers a secure, centralised space to log and track every interaction, whether it’s a media enquiry, a ministerial meeting, or a community update, and link it to your team’s broader communications activity.

The aim isn’t to automate relationships. It’s to make them easier to manage, measure and maintain. It’s about creating internal coordination before the external message goes out.

Because in today’s communications environment, stakeholder engagement is not just a support function. It is a strategic capability.

Interested in how other teams are managing their stakeholder relationships? Get in touch at nbt@isentia.com or submit an enquiry.

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SRM vs CRM: which is right for PR & Comms teams?

Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters. In too many organisations, relationship management is still built around tools designed for […]

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