这场营销对话展示了优秀的设计的实际运用。虚构的品牌是一个零售商，但设计与各个行业相关。它可以帮助您吸引优质潜在客户，同时从代理支持的任何入口点与用户建立融洽关系。通过与用户协作定制简报，该对话让潜在客户能够获得个性化的体验。在这种情况下，简报将通过电子邮件发送，作为品牌全渠道建立关系的途径之一。
下面概述了相关对话，然后提供分步详解信息。 每个步骤都会重点说明其适用的最佳实践以及营销历程的所有特殊注意事项。如需为您自己的代理实现此设计，请复制并自定义每个步骤的示例载荷。
概览
这是一个对话式营销示例。它使用独特的对话优势来争取潜在客户，同时培养用户与品牌的关系。基本流程如下：(1) 向欢迎辞添加新优惠；(2) 向用户说明优惠的价值；(3) 询问可让用户自定义优惠以及将其限定为潜在客户的问题；(4) 请求用户的联系信息；(5) 透明地说明其联系信息将如何使用（并且绝不向用户发送的垃圾信息）。
请遵循有关语气、文字和时机的提示来打造出色的用户体验，同时忠实您的隐私权政策和必要的披露。
对话回合
- 用户发起与代理的对话。
代理发送欢迎辞。其中一个开场白会突出介绍新优惠。
这种精心挑选的问候语可提高客服的信誉。通过在欢迎辞中命名品牌并展示其熟悉的徽标，代理可以确保用户正在与 Puzzle Paradise 聊天。代理会使用角色来实现自动化。将自己介绍为“虚拟图块查找器”，这表明“Pi”不是真实的人。
代理通过总结其功能来快速设定用户的预期。开场白引导用户探索品牌想要着重了解的历程。它们的标签以动词开头，激励用户采取行动。表情符号能够提升视觉体验，让用户轻松浏览选项。
用户点按对话开场白，以查看相应新优惠。
启用对话开场白的客服人员会获得更高的用户互动度。此类对话开场白使用有趣的歧义来激发用户的好奇心。它不会按名称（“订阅简报”）标识优惠，而是会向用户突出优惠的价值（简报有助于他们及时了解最新动态）。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:04:47.475658Z", "conversationId": "1111", "requestId": "123123333", "suggestionResponse": { "message": "conversations/1111/messages/2203", "postbackData": "stay_up_to_date", "createTime": "2022-12-22T00:04:47.009861Z", "text": "📆 Stay up to date", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }代理会描述优惠，并询问用户是否想要注册。
这个虚拟客服是理想的客户服务代表。它可以通过热情地对用户表示感谢来确认用户的兴趣。将用户称为“益智小伙伴”会营造出一股驼峰式氛围，有助于与品牌建立融洽的关系。该代理会提供简洁明了的优惠说明，为用户提供福利。表情符号可吸引用户关注简报的每个组成部分。消息结尾会以富有吸引力的问题结束，不断引导用户。
JSON 载荷
{ "text": "Thanks for your interest, puzzle pal! Our monthly newsletter keeps you up to date with expert reviews ⭐, puzzle releases 🐣, and event info 🎉. 'Want a piece of the action?", "fallback": "Thanks for your interest, puzzle pal! Our monthly newsletter keeps you up to date with reviews, puzzle releases, and event info. 'Want a piece of the action? If so, type "Sign me up". If not, type "Return to menu".", "suggestions": [ { "reply": { "text": "Yes, sign me up", "postbackData": "option_1" } }, { "reply": { "text": "Not now, return to menu", "postbackData": "option_2" } } ], "messageId": "2204" }用户点按建议注册。
建议的回复可让用户轻松完成注册。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:06:25.284431Z", "conversationId": "1111", "requestId": "123123555", "suggestionResponse": { "message": "conversations/1111/messages/2205", "postbackData": "option_1", "createTime": "2022-06-27T23:05:40.034552Z", "text": "Yes, sign me up", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }代理让用户对定制优惠设定预期。
简单的“耶！”配着表情符号，就能为即将到来的旅程培养动力。为了设定用户的预期，代理会说明整个历程的步数和用途：“对简报进行自定义，以便只获取您想要的内容。”目的在于从用户的角度说明，以便吸引用户参与。
接下来的内容不是模拟潜在客户表单。相反，它其实是友好的往返体验，可以支持用户。通过允许用户选择接收哪些简报内容（选择是否接收所需的信息），代理 (1) 可以帮助用户实现与品牌的关系的个性化设置，并且 (2) 可同时被认为是各个产品的潜在客户。
JSON 载荷
{ "text": "Yea! 🥳 I've got 3 questions to customize the newsletter, so you only get what you want. Ready?", "fallback": "Yea! I've got 3 questions to customize the newsletter, so you only get what you want. Ready? Type "Yes" to get started or type "Return to menu".", "suggestions": [ { "reply": { "text": "Let's do it!", "postbackData": "option_1" } }, { "reply": { "text": "Not now, return to menu", "postbackData": "option_2" } } ], "messageId": "2206" }用户点按建议即可启动该流程。
建议文字（“我们开始吧！”）可为用户提供有趣的互动体验。“我们”这个词将用户与品牌联系在一起，共同形成了“共同”的品牌特征，让人听起来像是团队合作。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:07:08.545653Z", "conversationId": "1111", "requestId": "123123777", "suggestionResponse": { "message": "conversations/1111/messages/2207", "postbackData": "option_1", "createTime": "2022-12-22T00:07:07.979424Z", "text": "Let's do it!", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }客服人员询问第一个问题。
简单的话语标记（“好”）会确认用户的回复并过渡到问答环节。 为了方便快捷，代理只会询问所需信息。代理采用对话式方式表达问题，侧重于用户的兴趣，表明品牌关心他们关注的事情。
JSON 载荷
{ "text": "Great. First, are you interested in our puzzle pros' monthly recommendations? ⭐", "fallback": "Great. First, are you interested in our puzzle pros' monthly recommendations? You can type "Yes" or "No".", "suggestions": [ { "reply": { "text": "Yes", "postbackData": "option_1" } }, { "reply": { "text": "No", "postbackData": "option_2" } } ], "messageId": "2208" }用户点按建议，选择启用该功能。
建议的回复让用户可以轻松浏览问题。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:07:47.271709Z", "conversationId": "1111", "requestId": "123123999", "suggestionResponse": { "message": "conversations/1111/messages/2209", "postbackData": "option_3", "createTime": "2022-12-22T00:07:47.271709Z", "text": "Yes", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }客服人员询问第二个问题。
第一行验证用户的选择并确认代理的理解。说这些专业人员会感到“满意”有助于让品牌更加人性化，这样可以让潜在客户捕获流程更具人情味和关联感。
JSON 载荷
{ "text": "That will delight them! Next, are you interested in new arrivals? 🐣", "fallback": "That will delight them! Next, are you interested in new arrivals? You can type "Yes" or "Not really".", "suggestions": [ { "reply": { "text": "Yes", "postbackData": "option_1" } }, { "reply": { "text": "Not really", "postbackData": "option_2" } } ], "messageId": "2210" }用户点按建议，选择启用该功能。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:08:50.036551Z", "conversationId": "1111", "requestId": "123123011", "suggestionResponse": { "message": "conversations/1111/messages2211", "postbackData": "option_1", "createTime": "2022-12-22T00:08:49.498819Z", "text": "Yes", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }客服人员询问第三个问题。
为了保持新鲜度，代理会使用其他短语来确认用户的选择。这会让代理看起来响应迅速，因为它会向用户提供量身定制的响应。代理的基调是一致的（轻薄、充能、鼓舞人心），有助于引导用户回答问答。
JSON 载荷
{ "text": "Hurray for the latest and greatest! Last question: Do you want to know about local contests and other events at our stores? 🎉", "fallback": "Hurray for the latest and greatest! Last question: Do you want to know about local contests and other events at our stores? You can type "Yes" or "Not interested".", "suggestions": [ { "reply": { "text": "Yes", "postbackData": "option_1" } }, { "reply": { "text": "Not interested", "postbackData": "option_2" } } ], "messageId": "2212" }用户点按建议可将其停用。
建议回复的内容是允许用户选择停用的。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:09:36.012947Z", "conversationId": "1111", "requestId": "123123013", "suggestionResponse": { "message": "conversations/1111/messages2213", "postbackData": "option_2", "createTime": "2022-12-22T00:09:35.593461Z", "text": "Not interested", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }代理会确认用户的选择。
“我听到了”是一种简洁的验证用户选择的方式。这个简短的短语使“I”和“you”彼此靠近，强调代理与用户相符，并且会尊重他们的停用决定。由于许多用户都不太愿意接收来自品牌的不当内容，因此该代理会以独立消息的形式发送确认信息，以便其脱颖而出。
JSON 载荷
{ "text": "I hear you. Perfect.", "fallback": "I hear you. Perfect.", "suggestions": [], "messageId": "2214" }代理会确认用户在优惠中将收到什么内容，并请求用户的电子邮件地址以进行递送。
客服人员可以汇总自定义简报的内容，如果用户想要更改回答，建议的回复可以让他们返回。消息中间的“表情符号”会拆分文本块，并标记转换为注册中的下一步。
使用尊重的语气，代理会请求用户的联系信息。在用户了解简报后，代理会在对话中的相关时间点发出此请求，并在注册时做出明智的选择。在您赢得用户信任和信任之前，最好在会话开始时请求用户提供联系信息。
为了做到公开透明，代理会明确说明品牌如何使用联系信息。我们建议您仅将其用于对话中表达的目的，在本例中用于发送简报。这样可以体现以用户为中心、注重隐私保护的潜在客户获取方式，这为建立信任奠定了基础。代理的语言不合法，但仍然清晰易懂。
JSON 载荷
{ "text": "We'll deliver inspiration from our puzzle pros and details on new arrivals 💌. May I ask for your email address? We'll only use it to send your newsletter, if you haven't signed up for other services from us. Just type below.", "fallback": "We'll deliver inspiration from our puzzle pros and details on new arrivals. May I ask for your email address? We'll only use it to send your newsletter, if you haven't signed up for other services from us. Just type your email below. Or type \"Change answers\" if you want to change what comes in your newsletter.", "suggestions": [ { "reply": { "text": "Change my answers", "postbackData": "option_1" } } ], "messageId": "2215" }用户输入其电子邮件地址。
JSON 载荷
{ "message": { "name": "conversations/1111/messages/2216", "text": "puzzlehead@webaddress.com", "createTime": "2022-12-22T00:11:25.361576Z", "messageId": "2216" }, "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:11:25.767802Z", "conversationId": "1111", "requestId": "123123016", "agent": "brands/3333/agents/4444" }代理会确认用户的送货信息和取消政策。
代理会重复提供配送详情并要求客户明确确认。如果电子邮件地址不正确，用户就可以进行更改或返回主菜单。这种灵活性可以防止用户停滞。注意，取消政策是让用户获得主动权的另一种方式。
JSON 载荷
{ "text": "Got it. Is puzzlehead@webaddress.com correct? If so, we'll piece together your custom newsletter and email the first one on Jan 1st. You can cancel at any time.", "fallback": "Got it. Is puzzlehead@webaddress.com correct? If so, we'll piece together your custom newsletter and email the first one on Jan 1st. You can cancel at any time. Type "Correct" if your email is correct and want to receive the monthly newsletter. Type "Wrong" if you need to enter a different email address. Or type "Return to menu" if you don't want to receive the monthly newsletter.", "suggestions": [ { "reply": { "text": "Correct, send it", "postbackData": "option_1" } }, { "reply": { "text": "No, wrong email", "postbackData": "option_2" } }, { "reply": { "text": "Return to menu", "postbackData": "option_1" } } ], "messageId": "2217" }用户确认信息同意，并同意分发。
JSON 载荷
{ "context": { "placeId": "", "userInfo": { "displayName": "Michael", "userDeviceLocale": "en-US" }, "resolvedLocale": "en" }, "sendTime": "2022-12-22T00:12:35.555839Z", "conversationId": "1111", "requestId": "123123018", "suggestionResponse": { "message": "conversations/1111/messages2218", "postbackData": "option_2", "createTime": "2022-12-22T00:12:35.112669Z", "text": "Correct, send it", "type": "REPLY" }, "agent": "brands/3333/agents/4444" }客服人员结束了转化历程，并提议启动新的转化历程。
即便是成交的消息，也发出了邀请！它欢迎用户通过简报继续与品牌合作。它也欢迎用户使用代理开始新旅程。重复使用对话开场白作为建议，可以轻松地转向新路径。
JSON 载荷
{ "text": "Welcome to the most puzzling newsletter! You're all set. Is there anything else I can help you with?", "fallback": "Welcome to the most puzzling newsletter! You're all set. Is there anything else I can help you with? For example, you can type "Purchase puzzles", "Manage order", "Find a store", or "Paradise FAQs".", "suggestions": [ { "reply": { "text": "🛍️ Purchase puzzles", "postbackData": "option_1" } }, { "reply": { "text": "📦 Manage order", "postbackData": "option_2" } }, { "reply": { "text": "🏬 Find a store", "postbackData": "option_3" } },
{ "reply": { "text": "❓ Paradise FAQs', postbackData", "postbackData": "option_4" } } ], "messageId": "2219" }