Mav
Mav is a digital assistant with a modern, text-first approach to call centers.
Using Conversational AI, Mav automates lead outreach and qualification, then directly connects qualified leads with sales reps with a party line-style live transfer.
What I do at Mav
Marketing + Conversation Design
I manage all things marketing at Mav - the brand, content, events, PR, social media and then some.
I also lead conversation design, so I write all of the automated playbooks Mav runs and strategize how to make our customer experiences the best of the best.
My Design Process
Address the Problem
When designing the playbook experiences for Mav, which focus on Qualification, Appointment Setting, Re-Engagement and Live Call Transfers, I first needed to understand how those conversations play out between a human and a human, and what the biggest pain points are for the customer.
Pains:
Not being able to message at their convenience (and opt out if they want to)
Conversations not being state-aware between agents and online forms
Lengthy process with little visibility into length or outcome
Solutions:
Set expectations of outcome from the first text
Put customer in control of the experience - allow for opt outs, follow up if they drop off, transparency on length of conversation
Always be state-aware. Connect back to the CRM and confirm existing knowledge instead of re-asking questions they’ve already answered
Outline & Drafting
Documenting every step that needs to occur to get a user from Point A to Point B (using a flow map tool like Miro). Next, I’ll write the conversation and create the flows (using Google Sheets*). If I’m iterating on an existing experience, I can create a new playbook using Mav’s Playbook Builder.
Here’s a script example for a playbook used by multiple different types of companies. The text that appears inside of {curly brackets} will be dynamically pulled in from the CRM or other contextual sources (like a time of day, day of the week, etc).
*Want to use my exact template for writing and organizing scripts? Get it here.
Prototyping & Testing
To help our clients understand how their experience will feel, we make it real and usable in a staging environment. That way, they can send a text and see exactly what their customers will see.
From there, I iterate on the experience with the team, client and users to find room for improvement and gaps in the dialog.
Launch & Improve
🚀 Releasing the experience to the public, and watching what happens. Of course, the design is never “done.” We review the conversations and the metrics to determine where improvements and expansion can be made on a regular basis.
Featured Content
I write, design and distribute content for Mav on social media & to the world 💖 Here’s a selection of my favorites
