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Vice President, Digital Partnerships and Development, American Express
Though consumers see the benefits of using Facebook Messenger bots to interact with brands, the concept is still novel and unfamiliar. That’s why, as users learn to navigate these new interactions, companies have to build experiences that are useful, intuitive and reflective of what consumers actually want. Matt Sueoka, vice president of digital partnerships and development at American Express, spoke with eMarketer’s Maria Minsker about how the company continues to improve its bot experience based on feedback from customers.
eMarketer: What are some ways that you are using Messenger, from a customer service standpoint?
Matt Sueoka: On Messenger, we saw potential to automate some of our most frequent and useful types of interactions. For example, our initial bot delivered transaction notifications to cardholders, so that they received an alert when their card was being used. Customers gave us positive feedback on that experience—many were able to catch fraud thanks to the notifications.
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