The Challenge
How can technology help people quit smoking?
The amount of people smoking is still far too high. As part of a campaign to help those who want to quit cigarettes, we worked with the NiQuitin team to develop a fully automated, personalised digital assistant to support their program.
Users signed up for up to 12 weeks and were helped by an interactive digital assistant ‘NiQ’ that would act as their Quit Buddy
The program features a rich range of motivational content, quizzes and distraction techniques to support the reduction or quitting of smoking.
The plan
Create a fully automated digital assistant to help quit smoking, supported by an integrated campaign across TV and social.
Steps to success
Understanding the need state of people trying to quit or reduce smoking was a key part of the initial planning. There are multiple triggers like socialising, stress and habit. We worked closely with the NiQuitin UK team to understand more about the possible external and internal factors as to what makes people want to smoke.
We then began the first part of our conversational AI framework, where field research, pilot program data and user personas were used to map out how we could personalise and help more people on their quit journey.
Getting up and running
With the diagnosis phase complete, we then move on to phase 2. We developed the flow and conversation personalisation – helped by social and customer service input and from there designed out the individual routes within the bot.
Each need state is personalised with the key reasons for wanting to quit or reduce smoking leading the conversation to make it useful and relevant.
Content (and context) is king
Keeping users motivated and wanting to continue interacting with NiQ was key to helping them quit, With the quit program running between 8-12 weeks depending on user requirements.
There needed to be rich, interesting and relevant content to help in those moments of need. Notification reminders that made full use of media, video, gifs and inspirational content, were also used.
The most popular content from our analytics was also used regularly – how much money a user had saved by not smoking to that point.
Optimise
Keeping a close view of analytics helped us to understand where the chatbot could be improved – which content was most useful and how we could help as many people as possible to quit or reduce their smoking.
We had some great results, with over 90% of those completing the digital assistant program stating that the chatbot had helped them reduce or quit smoking.
What to do next
Global healthcare businesses, wellness products, charities, and assistive technology start-ups partner with Synthetic to win big with conversational AI and emerging technologies.
We help diagnose the problem, prescribe the issue and apply the solution. From conversational AI design sprints to pilot programs all the way to end-to-end conversational customer experience, fully integrated with your CRM, call centre and social media activities
AI is here, your business can use it to stay competitive
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