What Does a Rewarding Chatbot Content Flow Consists of

The world has given in to the power of convenience that chatbots come with. The use cases of the mechanism is too difficult to not pay attention to or implement in the business workflow.

Bot Conversation Flow is one of the most important factors to consider when defining the chatbot design strategy. It is the conversation flow that defines the future and capability of your chatbot application/ feature in your mobile.

With big brands like Dominos and Sephora giving their high revenue credit to chatbots, the mechanism is finally been seeing its fair share of demand from both – companies and users. While on one hand the users are opting for chatbots as the primary mode of contact between the brand and themselves, the businesses on the other hand are now able to remain accessible 24*7, while seeing a high conversion rate in their monthly marketing reports.

But, ultimately the future of a chatbot can only be decided with the powerful content and content flow that has been embedded into it. It is only through the right content businesses would be able to reel in the prospective customers and then keep them hooked.

And one of the modes of doing that is through making your chatbot more human. While, the ultimate tone would always be different between a human and a bot, the aim that a company should keep should be to give their bots an understanding of context and logic so that they know what is being talked about and in what relation and more important to know when they should handover a query to their human counterpart.

In this article, we will be looking into the ways businesses can make a conversation more interactive and revenue serving. And the answer to that lies in the 5Ws content framework. Here is what it is about –

5 Ws Content Framework

  1. Who

The beginning of all the conversations that you have through your chatbot should start with asking the users who they are. The aim should be to get a clear differentiation idea of whether the one conversing is a new user or an old returning customer.

  1. What

The next element in drafting a content flow for your chatbot app is knowing what the user wants. The chatbot dialogue should be drafted in a way that it is upfront in asking the users what they are looking for.

  1. When

Next in line is the When question. This can be used in a series of different contexts – when was an order placed, for when does the table needs to be booked, when do you need to get the flowers delivered, etc.

  1. Where

Where is the next question that the chatbots need to ask and get answers to. While used mostly in case of location based apps like restaurants, cinema booking, and travel apps, this section of the chatbot content flow helps convert maximum users in real time.

  1. Why

Used mostly in case of customer retention and event based apps or bookings, the answer to this question is focussed on getting context for expanding the bot learning skills and making the conversations more learned.


Now that you know what elements should be present in the conversations that your chatbot carries out with your prospective customer, let us look into the purpose or goals that it would have to solve.

  1. Initiate and Gather

The first purpose of the chatbot should be to initiate the conversation with a question that is designed specifically to gather answers for taking the conversation further.


  1. Understand and Answer

The second and last purpose behind chatbot development is to make sense of the information that is gathered in the first stage and then curate an answer that is directed towards getting the information to the user.

Now that you know what are the elements of the content framework that helps convert prospects into users and the goal that the bot is supposed to serve once the flow is made, it is time to implement them in your chatbot design strategy.

In the end, you should always aim for a content flow that is short and direct so that users end up getting relevant, tangible value at the end of all interaction.