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Бот с характером: как образ и персона ботов влияют на клиентов

Привет, Хабр! Меня зовут Ирина Степанова, я дизайнер и аналитик разговорных интерфейсов в компании Just AI и лид одноименной гильдии. Клиенты часто приходят с запросом на «человекоподобных»‎ ботов, но как создать персону виртуального помощника? И как специфика компании влияет на его образ? В этой статье расскажу, какие боты пользуются популярностью в финтехе, из чего состоит образ виртуального аватара для бота и дам несколько рекомендаций по разработке личности разговорного ассистента.

События, меняющие реальность

В эпоху роста платежеспособности поколений альфа и Z, а также увеличения доли использования мобильных приложений, бренды сталкиваются с новыми вызовами в области завоевания и удержания лояльности аудитории. Одним из ключевых факторов, влияющих на выбор продукта, становится эмпатичность и доверие к бренду. В этом контексте, образ голосового ассистента или чат бота играет решающую роль, формируя эмоциональную связь с пользователями и усиливая их приверженность к бренду.

Если в 2000-х пользователь был неискушённым и довольствовался минимально очеловеченной «‎скрепкой» при работе на компьютере, то теперь он избалован, его нужно удивлять: продумывать образ по части визуала, тональности общения, языковых особенностей и фишек. Чем лучше проработка, тем выше эмоциональный отклик клиентов. Сегодня самые популярные голосовые ассистенты и чат-боты имеют не только собственные имена, но и полноценную личность: черты характера, стиль общения, легенду происхождения и т.п.

Зачем роботу нужен образ?

Как показывает статистика, внедрение персонализации способно повышать продажи на 20%. Клиент становится лояльнее, когда чувствует внимание к своим запросам и особенный подход при обслуживании. 80% покупателей чаще соглашаются на покупки у компаний, которые поработали над персонализацией предложений. Большинство современных людей как будто имеют встроенный детектор на некачественную коммуникацию с брендом и это может приводить к падению вероятности продажи на 79%.

В некоторых случаях роботы до сих пор воспринимаются пользователями менее способными подбирать ответы на волнующие вопросы или решать проблемы: как будто круг их компетенций ограничен, и отсутствует эмпатия, которой обладает практически каждый живой человек.

На самом же деле, есть кейсы, в которых продажи роботизированного ИИ-сотрудника в 4 раза превышали эффективность неопытных сотрудников, которые плохо ориентируются в продукте, имеют недостаточно развитые презентационные навыки, позволяют себе резкость при общении с клиентами.

Соответственно, благодаря наличию виртуального помощника, ваш бизнес может закрывать нехватку сотрудников младшего звена, но самое главное — исключить негативный человеческий фактор: с ботом будут верно и однозначно донесены бренд-сообщения и соблюдена единая тональность общения в разных каналах коммуникации.

Идеальный бот, он какой?

Выбор и проработка образа виртуального помощника — довольно трудоемкая задача, ведь готовый образ может не подойти аудитории или бренду. Согласно исследованиям Amazon, Apple, Microsoft и Google Assistant, пользователям больше нравится женский голос у голосовых ассистентов. Они считают его более «отзывчивым» и эмпатичным, поэтому лучше воспринимают взаимодействие с ним.

Другое исследование так же это подтверждает. «Идеальный» ассистент, если он представлен в виде образа человека, должен быть взрослым профессионалом женского пола со сдержанным поведением и элегантным внешним видом. Но если вы хотите создать своего помощника, лучше знать о нем значительно больше.

Рекомендации по разработке бота

Чтобы определиться с образом ассистента для своего бизнеса, ответьте себе на 7 вопросов:

  1. Кто он? Это человек или животное, мультгерой или нечто абстрактное, а, может, проекция реального человека?

  2. Как он общается? Серьёзный или весёлый, дружелюбный и понимающий или деловой и чётко расставляющий границы?

  3. Какой у него гендер? Мужской или женский, а, может, это не имеет значения?

  4. Как его зовут? Реальное человеческое имя или нечто фантазийное и связанное с брендом?

  5. Как он выглядит? Утончённый и элегантный или свободный от стереотипов и креативный или это зависит от ситуации?

  6. Какой у него голос? Высокий или низкий, детский или взрослый, человеческий или с нотками внеземного?

  7. Какая у него легенда? Может, он прилетел из будущего или окончил Вышку, регулярно инвестирует сам или мечтает купить машину жене, а потом дома, квартиру и ещё много чего?

Сформированный образ ассистента важно протестировать на целевой аудитории.

Отечественные best practices

Сейчас у крупнейших игроков банковского рынка преимущество наблюдается у помощников с определенным гендером, чаще — мужским. У них есть отличительный характер, но нет визуального образа. Вероятно, это связано с тем, что банки хотят ассоциироваться с будущим и виртуализацией, не привязываться к конкретным людям.

Многие чат-боты российских банков умеют не только переписываться, но и общаться голосом. Среди них: СберБанк, Альфа-Банк, Тинькофф Банк и Райфайзен Банк. Банк ВТБ и Совкомбанк придерживаются коммуникации через помощника исключительно в формате текста.

По данным исследования консалтингового агентства Markswebb за 2023 год, лучшими чат-ботами в мобильных банках на платформе Android стали Альфа-Банк, Совкомбанк и Банк ВТБ. (Кстати, бот Альфа-Банка разработан нами в Just AI).За ними с небольшим отставанием следуют Тинькофф Банк и Райфайзен Банк. Боты получили оценки на основе удобства интерфейса, способности выполнить 51 пользовательский запрос без привлечения консультанта и вести диалог в соответствии с 9 принципами Conversational User Interface (CUI).

Соответственно, наличие трёх разных ботов, как у СберБанка, или доступности общения в формате текста и аудио — не гарантирует популярность у пользователей и высокую эффективность для бизнеса. Можно общаться с клиентами только текстом, как это делают Совкомбанк и Банк ВТБ. Главное — понятный образ и способность закрыть основные проблемы пользователя.

Функционал, который можно делегировать чат-ботам

Ассистенты в финтехе должны в первую очередь быть функциональными и отвечать на часто задаваемые вопросы: часы работы, стоимость подписки, лимиты или ближайший банкомат. Делегирование таких задачи может значительно разгрузить ваших операторов.

Дополнительно помощника в приложении мобильного банка можно наделить ответственностью за реализацию других простых операций. Например, подключать или отключать продукт, менять данные или тарифы, восстанавливать доступ, формировать справки и документы, делать апсейл потенциально интересных клиенту продуктов.

6ce503cd950e8367744a8886e6cabad3.png

Что меняет GPT?

Сейчас классические инструменты создания образа для бренда или бота: ассоциативные карты, брейнштормы, поиск референсных культовых образов и формирование собирательного образа пользователей понемногу будут притесняться генеративными инструментами. Так, например, можно делегировать ИИ задачу продумывания Tone of Voice, дав ему на входе описание бренда или брендбук. Можно попросить сгенерировать образ, примерно обрисовав характер. Или узнать, какие референсы предложит искусственный интеллект, основываясь на потребностях бренда. Теперь создание персоны становится проще и гораздо быстрее. Однако это не отменяет необходимость валидировать гипотезы на пользователях, пусть и созданные искусственным интеллектом.

Вместо заключения

К созданию ассистента лучше относиться не менее ответственно, чем к разработке любой другой точки контакта компании. Образ и персона чат-бота может повлиять на опыт взаимодействия клиента с финтех продуктом. Это приведет либо к увеличению вероятности продажи, либо к потере контакта с потенциальным покупателем. Создавайте гипотезы, тестируйте и только после запускайте своего помощника в свет.

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    "In the crypto world, this is great news I want to share. Last year, I fell victim to a scam disguised as a safe investment option. I have invested in crypto trading platforms for about 10yrs thinking I was ensuring myself a retirement income, only to find that all my assets were either frozen, I believed my assets were secure — until I discovered that my BTC funds had been frozen and withdrawals were impossible. It was a devastating moment when I realized I had been scammed, and I thought my Bitcoin was gone forever, Everything changed when a close friend recommended the Capital Crypto Recover Service. Their professionalism, expertise, and dedication enabled me to recover my lost Bitcoin funds back — more than €560.000 DEM to my BTC wallet. What once felt impossible became a reality thanks to their support. If you have lost Bitcoin through scams, hacking, failed withdrawals, or similar challenges, don’t lose hope. I strongly recommend Capital Crypto Recover Service to anyone seeking a reliable and effective solution for recovering any wallet assets. They have a proven track record of successful reputation in recovering lost password assets for their clients and can help you navigate the process of recovering your funds. Don’t let scammers get away with your hard-earned money – contact Email: [email protected] Phone CALL/Text Number: +1 (336) 390-6684 Contact: [email protected] Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 12.10.25 01:12 harristhomas7376

    "In the crypto world, this is great news I want to share. Last year, I fell victim to a scam disguised as a safe investment option. I have invested in crypto trading platforms for about 10yrs thinking I was ensuring myself a retirement income, only to find that all my assets were either frozen, I believed my assets were secure — until I discovered that my BTC funds had been frozen and withdrawals were impossible. It was a devastating moment when I realized I had been scammed, and I thought my Bitcoin was gone forever, Everything changed when a close friend recommended the Capital Crypto Recover Service. Their professionalism, expertise, and dedication enabled me to recover my lost Bitcoin funds back — more than €560.000 DEM to my BTC wallet. What once felt impossible became a reality thanks to their support. If you have lost Bitcoin through scams, hacking, failed withdrawals, or similar challenges, don’t lose hope. I strongly recommend Capital Crypto Recover Service to anyone seeking a reliable and effective solution for recovering any wallet assets. They have a proven track record of successful reputation in recovering lost password assets for their clients and can help you navigate the process of recovering your funds. Don’t let scammers get away with your hard-earned money – contact Email: [email protected] Phone CALL/Text Number: +1 (336) 390-6684 Contact: [email protected] Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 12.10.25 19:53 Tonerdomark

    A crook swiped my Dogecoin. It ruined my whole world. Then Mr. Sylvester showed up. He fixed it all. He pulled back €211,000 for me. Not one cent missing from my profits. His steady cool and sharp tech know-how won back my trust. I got my money smooth and sound. After endless worry, relief hit me hard. I trusted him completely. Lost cash to a scam? Hit him up now at { yt7cracker@gmail . com }. His aid turned my life around. WhatsApp at +1 512 577 7957.

  • 12.10.25 21:36 blessing

    Writing this review is a joy. Marie has provided excellent service ever since I started working with her in early 2018. I was worried I wouldn't be able to get my coins back after they were stolen by hackers. I had no idea where to begin, therefore it was a nightmare for me. However, things became easier for me after my friend sent me to [email protected] and +1 7127594675 on WhatsApp. I'm happy that she was able to retrieve my bitcoin so that I could resume trading.

  • 13.10.25 01:11 elizabethrush89

    God bless Capital Crypto Recover Services for the marvelous work you did in my life, I have learned the hard way that even the most sensible investors can fall victim to scams. When my USD was stolen, for anyone who has fallen victim to one of the bitcoin binary investment scams that are currently ongoing, I felt betrayal and upset. But then I was reading a post on site when I saw a testimony of Wendy Taylor online who recommended that Capital Crypto Recovery has helped her recover scammed funds within 24 hours. after reaching out to this cyber security firm that was able to help me recover my stolen digital assets and bitcoin. I’m genuinely blown away by their amazing service and professionalism. I never imagined I’d be able to get my money back until I complained to Capital Crypto Recovery Services about my difficulties and gave all of the necessary paperwork. I was astounded that it took them 12 hours to reclaim my stolen money back. Without a doubt, my USDT assets were successfully recovered from the scam platform, Thank you so much Sir, I strongly recommend Capital Crypto Recover for any of your bitcoin recovery, digital funds recovery, hacking, and cybersecurity concerns. You reach them Call/Text Number +1 (336)390-6684 His Email: [email protected] Contact Telegram: @Capitalcryptorecover Via Contact: [email protected] His website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 13.10.25 01:11 elizabethrush89

    God bless Capital Crypto Recover Services for the marvelous work you did in my life, I have learned the hard way that even the most sensible investors can fall victim to scams. When my USD was stolen, for anyone who has fallen victim to one of the bitcoin binary investment scams that are currently ongoing, I felt betrayal and upset. But then I was reading a post on site when I saw a testimony of Wendy Taylor online who recommended that Capital Crypto Recovery has helped her recover scammed funds within 24 hours. after reaching out to this cyber security firm that was able to help me recover my stolen digital assets and bitcoin. I’m genuinely blown away by their amazing service and professionalism. I never imagined I’d be able to get my money back until I complained to Capital Crypto Recovery Services about my difficulties and gave all of the necessary paperwork. I was astounded that it took them 12 hours to reclaim my stolen money back. Without a doubt, my USDT assets were successfully recovered from the scam platform, Thank you so much Sir, I strongly recommend Capital Crypto Recover for any of your bitcoin recovery, digital funds recovery, hacking, and cybersecurity concerns. You reach them Call/Text Number +1 (336)390-6684 His Email: [email protected] Contact Telegram: @Capitalcryptorecover Via Contact: [email protected] His website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 14.10.25 01:15 tyleradams

    Hi. Please be wise, do not make the same mistake I had made in the past, I was a victim of bitcoin scam, I saw a glamorous review showering praises and marketing an investment firm, I reached out to them on what their contracts are, and I invested $28,000, which I was promised to get my first 15% profit in weeks, when it’s time to get my profits, I got to know the company was bogus, they kept asking me to invest more and I ran out of patience then requested to have my money back, they refused to answer nor refund my funds, not until a friend of mine introduced me to the NVIDIA TECH HACKERS, so I reached out and after tabling my complaints, they were swift to action and within 36 hours I got back my funds with the due profit. I couldn’t contain the joy in me. I urge you guys to reach out to NVIDIA TECH HACKERS on their email: [email protected]

  • 14.10.25 08:46 robertalfred175

    CRYPTO SCAM RECOVERY SUCCESSFUL – A TESTIMONIAL OF LOST PASSWORD TO YOUR DIGITAL WALLET BACK. My name is Robert Alfred, Am from Australia. I’m sharing my experience in the hope that it helps others who have been victims of crypto scams. A few months ago, I fell victim to a fraudulent crypto investment scheme linked to a broker company. I had invested heavily during a time when Bitcoin prices were rising, thinking it was a good opportunity. Unfortunately, I was scammed out of $120,000 AUD and the broker denied me access to my digital wallet and assets. It was a devastating experience that caused many sleepless nights. Crypto scams are increasingly common and often involve fake trading platforms, phishing attacks, and misleading investment opportunities. In my desperation, a friend from the crypto community recommended Capital Crypto Recovery Service, known for helping victims recover lost or stolen funds. After doing some research and reading multiple positive reviews, I reached out to Capital Crypto Recovery. I provided all the necessary information—wallet addresses, transaction history, and communication logs. Their expert team responded immediately and began investigating. Using advanced blockchain tracking techniques, they were able to trace the stolen Dogecoin, identify the scammer’s wallet, and coordinate with relevant authorities to freeze the funds before they could be moved. Incredibly, within 24 hours, Capital Crypto Recovery successfully recovered the majority of my stolen crypto assets. I was beyond relieved and truly grateful. Their professionalism, transparency, and constant communication throughout the process gave me hope during a very difficult time. If you’ve been a victim of a crypto scam, I highly recommend them with full confidence contacting: 📧 Email: [email protected] 📱 Telegram: @Capitalcryptorecover Contact: [email protected] 📞 Call/Text: +1 (336) 390-6684 🌐 Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 14.10.25 08:46 robertalfred175

    CRYPTO SCAM RECOVERY SUCCESSFUL – A TESTIMONIAL OF LOST PASSWORD TO YOUR DIGITAL WALLET BACK. My name is Robert Alfred, Am from Australia. I’m sharing my experience in the hope that it helps others who have been victims of crypto scams. A few months ago, I fell victim to a fraudulent crypto investment scheme linked to a broker company. I had invested heavily during a time when Bitcoin prices were rising, thinking it was a good opportunity. Unfortunately, I was scammed out of $120,000 AUD and the broker denied me access to my digital wallet and assets. It was a devastating experience that caused many sleepless nights. Crypto scams are increasingly common and often involve fake trading platforms, phishing attacks, and misleading investment opportunities. In my desperation, a friend from the crypto community recommended Capital Crypto Recovery Service, known for helping victims recover lost or stolen funds. After doing some research and reading multiple positive reviews, I reached out to Capital Crypto Recovery. I provided all the necessary information—wallet addresses, transaction history, and communication logs. Their expert team responded immediately and began investigating. Using advanced blockchain tracking techniques, they were able to trace the stolen Dogecoin, identify the scammer’s wallet, and coordinate with relevant authorities to freeze the funds before they could be moved. Incredibly, within 24 hours, Capital Crypto Recovery successfully recovered the majority of my stolen crypto assets. I was beyond relieved and truly grateful. Their professionalism, transparency, and constant communication throughout the process gave me hope during a very difficult time. If you’ve been a victim of a crypto scam, I highly recommend them with full confidence contacting: 📧 Email: [email protected] 📱 Telegram: @Capitalcryptorecover Contact: [email protected] 📞 Call/Text: +1 (336) 390-6684 🌐 Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 14.10.25 08:46 robertalfred175

    CRYPTO SCAM RECOVERY SUCCESSFUL – A TESTIMONIAL OF LOST PASSWORD TO YOUR DIGITAL WALLET BACK. My name is Robert Alfred, Am from Australia. I’m sharing my experience in the hope that it helps others who have been victims of crypto scams. A few months ago, I fell victim to a fraudulent crypto investment scheme linked to a broker company. I had invested heavily during a time when Bitcoin prices were rising, thinking it was a good opportunity. Unfortunately, I was scammed out of $120,000 AUD and the broker denied me access to my digital wallet and assets. It was a devastating experience that caused many sleepless nights. Crypto scams are increasingly common and often involve fake trading platforms, phishing attacks, and misleading investment opportunities. In my desperation, a friend from the crypto community recommended Capital Crypto Recovery Service, known for helping victims recover lost or stolen funds. After doing some research and reading multiple positive reviews, I reached out to Capital Crypto Recovery. I provided all the necessary information—wallet addresses, transaction history, and communication logs. Their expert team responded immediately and began investigating. Using advanced blockchain tracking techniques, they were able to trace the stolen Dogecoin, identify the scammer’s wallet, and coordinate with relevant authorities to freeze the funds before they could be moved. Incredibly, within 24 hours, Capital Crypto Recovery successfully recovered the majority of my stolen crypto assets. I was beyond relieved and truly grateful. Their professionalism, transparency, and constant communication throughout the process gave me hope during a very difficult time. If you’ve been a victim of a crypto scam, I highly recommend them with full confidence contacting: 📧 Email: [email protected] 📱 Telegram: @Capitalcryptorecover Contact: [email protected] 📞 Call/Text: +1 (336) 390-6684 🌐 Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 15.10.25 18:07 crypto

    Cryptocurrency's digital realm presents many opportunities, but it also conceals complex frauds. It is quite painful to lose your cryptocurrency to scam. You can feel harassed and lost as a result. If you have been the victim of a cryptocurrency scam, this guide explains what to do ASAP. Following these procedures will help you avoid further issues or get your money back. Communication with Marie ([email protected] and WhatsApp: +1 7127594675) can make all the difference.

  • 15.10.25 21:52 harristhomas7376

    "In the crypto world, this is great news I want to share. Last year, I fell victim to a scam disguised as a safe investment option. I have invested in crypto trading platforms for about 10yrs thinking I was ensuring myself a retirement income, only to find that all my assets were either frozen, I believed my assets were secure — until I discovered that my BTC funds had been frozen and withdrawals were impossible. It was a devastating moment when I realized I had been scammed, and I thought my Bitcoin was gone forever, Everything changed when a close friend recommended the Capital Crypto Recover Service. Their professionalism, expertise, and dedication enabled me to recover my lost Bitcoin funds back — more than €560.000 DEM to my BTC wallet. What once felt impossible became a reality thanks to their support. If you have lost Bitcoin through scams, hacking, failed withdrawals, or similar challenges, don’t lose hope. I strongly recommend Capital Crypto Recover Service to anyone seeking a reliable and effective solution for recovering any wallet assets. They have a proven track record of successful reputation in recovering lost password assets for their clients and can help you navigate the process of recovering your funds. Don’t let scammers get away with your hard-earned money – contact Email: [email protected] Phone CALL/Text Number: +1 (336) 390-6684 Contact: [email protected] Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 15.10.25 21:52 harristhomas7376

    "In the crypto world, this is great news I want to share. Last year, I fell victim to a scam disguised as a safe investment option. I have invested in crypto trading platforms for about 10yrs thinking I was ensuring myself a retirement income, only to find that all my assets were either frozen, I believed my assets were secure — until I discovered that my BTC funds had been frozen and withdrawals were impossible. It was a devastating moment when I realized I had been scammed, and I thought my Bitcoin was gone forever, Everything changed when a close friend recommended the Capital Crypto Recover Service. Their professionalism, expertise, and dedication enabled me to recover my lost Bitcoin funds back — more than €560.000 DEM to my BTC wallet. What once felt impossible became a reality thanks to their support. If you have lost Bitcoin through scams, hacking, failed withdrawals, or similar challenges, don’t lose hope. I strongly recommend Capital Crypto Recover Service to anyone seeking a reliable and effective solution for recovering any wallet assets. They have a proven track record of successful reputation in recovering lost password assets for their clients and can help you navigate the process of recovering your funds. Don’t let scammers get away with your hard-earned money – contact Email: [email protected] Phone CALL/Text Number: +1 (336) 390-6684 Contact: [email protected] Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

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