 Hello, hi. Good afternoon, everyone. Today we are here to talk about the game that has just changed with Instagram messaging automation opening up for business. The art of possible is now beyond stories, posts and DMs to a complete customer experience life cycle that can be executed on Instagram Messenger. Instagram messaging now offers a personal connection at every phase of the customer journey from discovery, engagement, commerce and support. And it now helps managing high volumes of customer messages, making it easier and helping to turn conversations into business outcomes. Integrating with CRM inventory and other channels for a holistic engagement view. Triage inquiries based on user and inquiry type and route accordingly to automate workflows for common inquiries. Increasing efficiency for agents to handle inquiries on Instagram without redirecting to another channel with customer or on a private reply. And in order to discuss about how the market and the industry is looking at this change, we are here today with an elite set of panel and it's my privilege now to introduce the panel to all of you. So we have Ekta Agarwal here from Meta Instagram. She leads the strategic product partnership for Instagram and it's a driving force behind Instagram messaging adoption in India. We also have Shreya, head of marketing at India. Hi everyone. We have Kragati Rana SVP strategy experience transformation at Isobar India. Hello guys. Hi. We have Samyukta Ganesh Ayur VP and head of marketing at Kaya Limited. Hi everyone. I think there's some problem with my video but I should be visible soon. Alright. Hope to see you soon. Yes. Yeah. We have Shraddhul Beshtia, CMO of Modi Naturals. Hi Thanks Neel for the introduction. Hi everyone. Welcome Shraddhul and we have Kartik Nagarajan, Chief Content Officer at WaveMaker. Hi Neel. Hi everyone. So welcome to all the panelists and without wasting any more time I'll get into the set of queries, points, questions that we all have and would want your thoughts on it. Primarily to talk about the importance of Instagram messaging. Now my first question since we already have somebody from Instagram on this panel so I will route my first question to Ekta and maybe then take this question to the other panelists. So Ekta, how do you think brands and target groups on Instagram, for them how the priority has changed over the last few years and why? Thank you so much Neel for directing the first question to me. Happy to take this up. I know like when Instagram was initially founded in 2010, it was majorly a picture sharing platform but since then it has been revolutionized and has seen like a lot of emerging friends and apart from that a lot of consumer brands are now born on Instagram. So that's the major change which we have seen over time. With the stats keeping in mind 90% of the people on IG follow a brand and they feel that two-third of them feel that they can interact with the business on IG and that's the first platform they use it for interacting. That's amazing to hear. In this pandemic I am sure the things have changed. The businesses have shut down. We have seen call centres closed. People are shifting to the work from home environment. Now people are turning tuned to messaging to get in touch with the businesses but now the businesses have also changed. They are fast tracking and going digital just to connect with these people over messaging and I think like this momentum has continued even now where both big small businesses are using messaging as a key to connect with their customers across their journey. A very very simple example which I could see in our daily life is when being a mother of a one-year-old child I was majorly most of my queries browsing is nowadays for searching and making the life easier for me. While doing so I came across a brand where people or the mothers were talking about how it has made their lives changed in their life or how it has made their lives very easy. Just because I was trying to message them and interact with them on time when I actually needed them I am now a loyal customer of theirs. So that's how Instagram messaging is changing their lives and I know like it's from browsing to scrolling. Now it has more become to talking and purchasing on Instagram. That's it. So yes, there we have a story of brands making an impact on Instagram and it's going beyond just engagement, going all the way from care to commerce. So I'll take this question to Shreya from a brand's lens how have you seen this evolution on Instagram happening? So I think Ekta covered it when she said Instagram as a platform has gone through a myriad of changes and I think for us as a brand it pretty much exists in every part of the consumer funnel. Given that most people are on Instagram today and spend quite a few hours there I think awareness and reaching out to new audiences that are not captive audiences becomes a huge priority for us. Instagram's targeted consumer advertising helps us reach out to people who have not shopped with us before probably do not follow and engage with us regularly. So I think first and foremost from an awareness and widening the top of the funnel Instagram plays a really important role. Of course with the way the platform has changed we've also seen that Instagram has now become sort of a product discovery platform. So with your Instagram shop you can put your latest products and kinds of audiences. So you have the running and the training audience you have the yoga audience, you have the lifestyle audience you have the sports fan and we need to ensure product visibility and availability for all of them. So I think product discoverability is also where we use Instagram in a very strong way. And I think finally post purchase as well engaging with the same consumer that has shopped with us before is critical. And there again you would leverage a platform like Instagram to continue to engage with them that can be through interesting content or various features that Instagram has as a platform right now whether it's alive or reels or the various media features but also in terms of people who will constantly drop a comment saying customer query hey where can I get this product, what's the status of my refund, what's the status of my order so I think pretty much every part of the consumer funnel is where we would leverage a platform like Instagram today very interesting point said thanks for sharing that Shia. So nothing upon with the consumer at every part of the consumer life cycle we've seen a lot of impact happening in the health and beauty segment with the Instagram messaging opening up and I would like to take this question to Samyukta and now that we are able to see you so the question is now to you in terms of the importance of Instagram messaging how has you changed the priority I mean how have you seen the priority change from a brand's lens? Yeah so I think I would like to mirror a lot of things that Ekta and Shia were also talking about for us particularly Instagram has been a blessing in disguise because the kind of business that we are in I don't think there's any other business that kind of straddles so many words at the same time so we have 100 plus Dermats and then we have all of our skin clinics and then we have these entire range of FMCG products the product line that we kind of cater to so we have actually been able to use Instagram very effectively in each of its features to the fullest to say how do we kind of leverage where can we use our Dermats to speak about certain content where can we use customer testimonials to seed in how customers feel when they come into the clinic and experience a kaya journey or where can we leverage the entire play that happens with influencer experientials or then where can we actually seed in all of our product content so I think Instagram has been gorgeous in the way it has kind of helped us at every stage of this entire brand building journey that we are a part of and it plays a very huge role even in our entire CRM gamut as well as our performance marketing gamut so actually like what Shreya was saying it touches every touch point of the customers life like pre-during post literally it's like end to end funnel is happening on Instagram and the content we are creating here is what is then getting disseminated across our offline D2C e-commerce everything is kind of this becomes like a hub and spoke model for us so it's super critical and it's really working well for us Thank you Samyukta thanks for sharing those insights taking this question to Praveethi and Karthik to speak from an agency from dimension of an agency but I'll add I'll top it up a little more and talk about the Instagram messaging use cases we are seeing every day we see many people shopping and seeking support in addition to engaging and we just heard that from Shreya and Samyukta kind of summarizing that and sharing their experiences that it's gone beyond engagement what do you think and Praveethi I would start with taking the question to you what do you think is the best way to support them at scale when using Instagram messaging as a channel Thank you, thank you so much for the question just to start off I completely agree with what the team has been saying till now the evolution of Instagram in India and the way it's impacted consumer behavior at such it's been brilliant we as a collective had never thought that we would be posting picture of the dinner that we're going to take that we're eating and that people are going to react to it and that's actually going to make us a mini-celebrity of sorts who would have thought of that but I think Instagram as a medium has really moved from being a medium to express yourself like this is what I am this is what I do, this is my lifestyle so that medium of aspiration and it's kind of client it's at the right place where you can even shop on Instagram and now I think somebody was mentioning that customer care complaints which was something that we would always think of as a sorry to say this but when you had good compliments to give you would go to Instagram and you would say wow I want to buy that and I want to buy this pair of shoes I love it, I completely resonate with the brand and when you had some nasty brutal things to say I would go to Twitter but that bridge I feel like is collapsing right now because the audience set of Instagram is growing and therefore the audience there want to do everything on Instagram get inspired by and if I'm not happy with something I want to come and find a solution there so I think that whole journey is getting completed and so coming to the question that you asked I think it's brilliant in the way that the information and the Instagram messenger platform the opportunities it's going to give to us right so not only I mean I'm just going back to I think one of the points that Shreya was making and Samyukta was making that it's going to impact every stage of the funnel from the exploration stage where I can go to the now I can click on a story and I can be directed to explore the whole range so for example if I were to be one of the brands that we work on is M&S right if I were to and they have a winter collection and they launch a red sweater which I see on my Instagram story and I go and click on it now M&S can send me a message saying that hey this is a discount coupon for your next purchase or it can also which is a more instant gratification kind of a thing that they can do or they can also do a long term thing where they can tell me that hey this sweater looks best with this pair of boots or you know this pair of pants and I can buy the whole look and that solves the pain point for me because a lot of people who are buying who are buying a product they also want to buy a full look when it comes to fashion so it solves that problem for me or if I were to talk about a different category say like if we do a lot of movie marketing so for example if there is something like a matrix resurrection that is going to release and you have to do like a promo of matrix resurrection you take the social feed and you convert that into matrix for example if all the posts look the same and they have one different messaging and the trick is that you have to go to the right post which is the right pill and if you comment on that particular post only then will you get a discount coupon so the fact that through your comment and the journey there can be automated and the discount coupon is only available to the person who clicks or comments the right thing it doesn't have to be done manually anymore so that is really cool it can really open up avenues and of course I am not going into the regular things that you can do that you can explore the product portfolio you can set up the whole support system like for the longest time I think the problem is that we have not a problem it's a lot of labor that we have put in that every time audience on our social media is giving us a compliment one person has to go and reply to it or you want to heart it but now you can just automate that or if there is a complaint and you can bucket it and you can sort that problem so those are of course the first level things that you can do with this but there is so much more just say for example if there is something like we work on a sexual wellness brand and score and a lot of women in India I think the stat is somewhere close to 70% 70% of women in India actually don't experience orgasm and score for one has a lot of pleasure products that they offer and again sex and intimacy is a very private conversation that I'm not going to have on a social media or have anywhere else I want a very one to one chat on it so I can again this is again an opportunity that we can use that handle and create have those one to use the messenger and have those one to one conversations with the audience about what they need the most and when they need the most so a lot of I think it can be completely plugged into different stages of the funnel whether it's exploration, whether it is consideration, whether it is reading more about the product for categories such as Bosch where you want to read and absorb more before you come to a conclusion and then lastly when you want to just buy the product or you want to complain about something so I think it just plugs in everywhere in the funnel so yeah it's a powerful thing that Instagram has come up with Thanks Pragati for sharing that insight Karthik takeaways from that conversation instant gratification it's a channel for giving compliments and I recall one earlier conversation with Pragati where we were actually discussing how Instagram gradually is becoming the new Twitter for 18 to 35 go to Twitter to complain and people are 18 to 35 is probably coming on Instagram to complain your experience Karthik in terms of how have you seen the best way to support at scale using Instagram as a messaging channel Right I got to tell you you have such brilliant minds on this panel I'm going to absolutely hate you for making me go last after all the great points have been made but I'm going to keep it short so that we can move forward I love the point that Shreya made today Instagram is a fantastic tool for product discoverability and I would have created many different attributes for Instagram three years back this would not have been one of them so that's a great takeaway for me I'm just going generally by you know how the user behavior or my own user behavior has changed on the platform today I spend 4x more time on messaging on Instagram than I probably did two years back so automatically I think this is going to translate into a brand and a user sort of an experience as well and Karthik made some wonderful use cases so I'm not going to add to that you know we're probably going to a stage at the end by saying that we're probably going to go to a phase where multiple research has showed us that people are more comfortable on Instagram through the messaging through the messaging part of it than any other mode of communication and probably we are entering an era of conversation as content right and that's probably what we need to move towards Thanks Karthik for the insights Shadu in terms of the use cases that you have seen evolve on Instagram Messenger Instagram messaging what are your thoughts in the way and how do you see evolving or how is adoption going to be in the shorter run in the longer run how have you seen that adoption happening Okay so thanks thanks for sharing a lot of points and probably learning from me you were probably one of the traditional marketing guys who just moved on to a lot of so now after a long time I've finally moved on to more than half of my expense going on to digital so see this is something that we've seen going in from the moving from the traditional side a lot of consumer complaints coming in from food brands so first of all we used to have a lot of food queries coming in especially during the pandemic when people wanted to know more about where could they source their products from moving from there towards the other part of the so the biggest boon I would say with Instagram is the seamless integration across campaigns so typically every time we do a campaign influencers we see about 60-70% hike in the kind of queries that are coming in about the brand about in fact going towards the other side not just the pre-purchase but towards the post-purchase journey where a lot of we could aid people in handling a lot of different kinds of use cases like how do you create more recipes more interesting ones to cozy up with the family spending time with loved ones with the festive season so when people discoverability yes probably I would say about as reading this study about 80% of people are now discovering new brands through Instagram and in fact even on that stories is the biggest need medium through where messaging has been started coming in and Instagram messages starting off from stories it definitely takes a lot of load off my CRM teams about and it gives us much more better buckets to target with our consumers and handle and take them on the post-purchase journey further and ensure that they could probably look at the other so when especially in our food categories when we are getting into new products and CDs what selling happens this way so we can probably link it link up an olive oil with a pasta which we recently launched so that helps in more discoverability thanks Shadu thank you for sharing those points we spoke a lot about the use cases let's now talk about the Instagram messaging priorities and the focus verticals being maximum impact and I'll take this question back to you talking about the various use cases on Instagram messaging how do you think it can add value to an organization or to a particular vertical industry domain and which industry or vertical have you seen or you feel is going to benefit most from the Instagram messaging thank you so much Neel for reacting to this question and again like all the panelists mentioned we have seen irrespective of the verticals across the customer journey various use cases where Instagram messaging has been playing a great role telling or saying a very very cliche term which is conversational commerce that's what it is enabling imagine a scenario where with the store employee can be replicated in an online setting and that's something which is true for every industry to be honest but we have already seen some of the market players across different verticals like D2C and e-commerce telco and tech edge tech so these are some of the verticals where we have seen all the market players have already integrated and seen some of the use cases being implemented and we have seen a huge traction in the things of verticals where majority of the public and the private banks have already seen a great impact while generating the leads I think that's because what Praveethi mentioned consultative selling is one of the major use cases which can be leveraged by these banks and fintechs because of consultative selling all the verticals which have products which are which have the key token value very high they need a consultative selling because I will not buy a furniture not before like asking so many queries but I can buy a shampoo or conditioner before having those queries so I think that's something where we have seen a lot of brands are already leveraging it but one of my personal favourites again going back to being a mom is the service vertical while I was searching for a photographer who can do a one-year-old photo shoot this is something where messaging again played a great great role because I need so many details I have so many questions before I hire a service or get a service so I think like service sector can definitely leverage a lot from Instagram messaging Thanks Sita for the points you shared taking this question now to Karthik Karthik you spoke about how the evolution has happened in terms of the adoption that you have seen with the brands so taking this question to you which of the brands you think is going to prioritise this and you have seen adoption or you are experiencing the scale happening with these brands and of course I will take this question to you because you already had some examples that you shared so Karthik I will start with you if you can share your experiences Generally when it comes to social conversation I think we have seen a lot happening in the beauty and the personal care space this is not traditionally one of those high buzz sort of categories but a combination of many things that have been discussed till now, a lot of creators playing in the space, a lot of influences content being created and all of that has led to a lot of conversation in any case happening across platforms I was listening to Samyukta's point on how this is amazing for a brand like Qion and I think they are uniquely placed, you can have conversations you can engage appointments, clarify doubts multiple things can be done on a platform like this which makes it very unique so I think personal care and beauty probably is going to be right at the top but I also feel at some level as we move more towards this being the primary medium of communication and when I say primary I'm probably brand focusing less on the short form content they create and focusing more on a human plus machine sort of a conversation with clients to manage scale I think you will probably see a lot of traction in a lot of consultative sales brands which need that sort of consulting now I can think of a lot of technology brands from that perspective I think that's another area where I feel this can be huge and also a lot of food brands I'm just dialing this back to probably 8-9 years back when food brands were not necessarily accessible to many of you if you were to have a conversation on different aspects of the product these are some of the categories that I am very excited about yeah sorry Neel actually I jumped in because I completely agree with what Karthik is saying at the top of my mind is also food because if anything goes wrong in the chocolate you are having or in the ice cream you are having you are going to create a ruckus and you are going to let the world know I think managing sentiment there managing complaints there is very very important it directly leads to it directly starts having an impact on the brand because all the wrong things start getting written about you so I think food industry is very precarious that ways I think this will really come handy for them again like how Karthik and Ekta were saying I think in industries which are more problem solution like even kaya clinic like Samyukta if I have a problem and if that problem becomes better or worse with the solution then I will want to talk about it and plus they are also build a lot on authenticity and trust because I am kind of coming to you with a problem so I want it solved if I am losing hair and if I am coming to you for a solution then I want that solution I want to trust you for that or say like a lot of hospital chains or wellness brands like Prapto and Fine I think that for them also this becomes very important then also I believe that brands that are actually in a way I am going to be covering all the brands because in a way like if you look at fashion brands if you look at beauty brands if you look at cosmetic industry there the problem that they are solving is of closing the transaction or if I have a problem then the conversation is more about delivery and replacement and what color should I choose so I think the conversation becomes different but the relevance still remains or going back to what we were discussing earlier that even an industry where you take you want to have multiple conversations like Ekta was also saying that consultative like something like a consumer durable you are not going to buy it at the drop of a hat you are going to think about it you are going to mull over it and then you are going to take a decision so there the role that this platform can play is to re-engage, re-educate compare all of those things but in an industry where you need constant insurance, say like in health insurance industry you want to know if you are buying the right product, if it is covered everything there essentially you are replacing that human being that agent that you meet so I think it does have a very wide spectrum of things that it can tap into but I think the purpose will be different and how you use it will be different and like I already mentioned that something like a movie marketing client can use it but then it will be more engagement you want to capture the attention of the audience and then gratify him within the same native platform so I think it is immensely helpful but the purpose will differ Thanks Prakati, Samyukta I will take this question to you of course because everybody kind of spoke about what you had touched upon earlier and the impact that has been felt in the health and beauty domain so wanted to hear from you in terms of how are you seeing the adoption happening with Kaya as a brand adopting this and driving it and the benefits that you are seeing from it? Yeah, absolutely so thanks Neel and thanks Karthik, thanks Prakati so I think yeah absolutely because for Kaya again like I am we are in a position where and I don't think it's just Kaya it's also other brands as well because one is you want to understand what you are offering you may have a problem or you may just want to get something as simple as a party peel done or a vampire facial done these are just trending terms you may not really understand it but you definitely want to get on the bandwagon right? There are a lot of questions plaguing your mind and then there is only so much the call center is able to then kind of help explain like you run a performance marketing campaign then it automatically goes to your website and there it goes to the call center the call center agent will give you X amount of information and then say okay now you come into the clinic meet the doctor and the doctor will then recommend basis your skin type etc you will get a personalized treatment made for you I suddenly see that with something like a DM automation of sorts kind of coming in you kind of cut through a lot of refraft because it kind of eases the journey it becomes like an omni channel thing where and if it's going to like learn if there's going to be so much of machine learning and you can humanize this entire experience because right now it's more like okay call us on this number we'll get back to you or you know write to us on this email ID and we'll get back to you I don't think the instagram audience is actually waiting for people to get back to them like somebody was telling me they were doing some wedding Lenga shopping for their fiance and he said I wrote to I went to Amazon found the vendor went to instagram DM the vendor because I wanted to buy it for her and then they got back to me to two days later which is not a bad cat if you ask me but they had already lost out on the client because he had already moved on found somebody else who got back to him like pretty fast as compared to much larger vendor than say a boutique vendor sitting somewhere in Lucknow so I think that's what is happening I think all the brands are spending so much of time effort to kind of get new customer new audiences in but the minute you snooze on a platform like Instagram you actually end up losing so I do and I do see this working out very beautifully for all brands because you're and all you want to be done is you want to be heard it's a very human human need to just be heard and that I think Prakati use the word assurance you know you want want somebody to hand hold you and say hey you know you're in the right hands and we'll we'll guide you every step of the way but if you're going for us just to get back to tell you a hi again I think that's where a lot of leakages and losses happening I see something like this beautifully kind of ensuring that the right audiences stick around with the right brand I think that brand stickiness is something I see really moving up with with this kind of automation coming in thanks thanks so my takeaway there is when you when you snooze on a channel like Instagram you end up losing and share with Puma has I mean as far as I can remember I've never snoozed on a channel like Instagram so and your your engagement is I mean is is rapidly growing on this channel so share please share some of the best practices that you have seen or the other benefits that you've seen coming out of Instagram as a channel so you know while everyone was talking I was actually thinking back to something we did at the beginning of this year and of course the platform at that point was Facebook Messenger not Instagram but I think the learnings are very much applicable here as well I think we had a very unique challenge where we were launching this extremely high-end running shoe in India right and it had various variants you had one for like elite serious marathon runners you had something for an amateur runner who just wanted comfort and a specific shoe for women because their feet are structured differently you had something for stability so people over pronate under pronate right and this was the time when we were just going into the second lockdown right usually running as a category is something that everybody thinks you need to go to the store and try the shoe before you buy right and here we were in the peak of a lockdown and we had to sell you know this new extremely high-end shoe and communicate about it for the first time right so at that point we reached the time and we came up with this really interesting solution where we basically had this messenger bot with Virat Kuli as the face of the bot and he basically asked consumers a series of simple questions and helped them find the right shoe for them right based on gender running preferences what issues they face where they run how often they run things like that very simple very basic bot based questions and obviously immediate answers right and it ended with you know based on the shoe that you were finally allotted the link to shop the shoe right there or based on your pin code the nearest store that you could go and shop from right and of course the results to me were very interesting because we were in an age where we were talking about attention spans of 14 seconds and people not you know wanting to engage further than that but we saw a really huge completion rate right and this would have been close to a one-minute survey right so a lot of people who actually completed the survey and for me I think in terms of messenger and automation this ticked off two very important check boxes right and I'm not even going to the customer complaint and customer query bucket because that's a given for me I think the two big ones that it checked off in a really major way one was personalization right I mean we've seen the entire circle of you know small businesses and then large businesses and we're coming back again to talking about how small businesses are growing a lot on Instagram and part of that is the personalization factor right and I think for me this was a big tick box in terms of personalization somebody is helping you find your accurate shoe and we're doing it virtually right and I think the second thing that it ticked off which was very big for me is the number of clicks right I mean we all know this that the more number of times you redirect a consumer from platform to platform or page to page that's how high it was right but within the simple chat you'd solved everything from this you know like awareness to product discoverability to ability to shop right in a you know one minute chat so I think for me you know while customer queries and complaints are given I think messaging and automated messaging ticks off especially when you link in the product discoverability and the shop ability angle right ticks off these two very big checkpoints which is personalization and being able to complete an entire end to end transaction with minimal number of clicks and redirects right so I think for me this was a big learning and it's definitely something that we would want to experiment with further right on the messaging and automated base because I think it it gave me the confidence that we we could engage with consumers in a longer meaningful way rather than those 14 second 15 second or you know times that we we take now as a given in which we need to consume or like convert the consumer right so I think for me this was a big tick box in terms of how to use this platform and how to use this feature going forward thanks Shreya thanks for sharing those learning very very interesting points there and taking the question to Shraddhal in terms of your experience I mean you mentioned that your digital spends have just gone up your experience of using Instagram and where does Instagram messaging fit in your priority of order where you're seeing that option happening and your expectation from it I just remembered in fact while listening to all of you there was an instance some months back where somebody a parent wanted to know so their kid was suffering from cerebral palsy and we got a query on one of our pages about she dredged somewhere from another community it wasn't scientifically proven yet but something that olive oil is good for kids with suffering from palsy so yeah she wanted to know more on it we did not have a scientific claim a hard claim on that fact but then we tested and we sort of leashed out to some of our R&D executives and the team and you know this we obviously gave out some sort of counseling to the lady the one thing which probably take away from that was the level of customization that consumers are now reaching out for and as businesses and categories evolve especially food and ready to put ready to eat everybody they're looking for ways to create and recreate their own recipes some new sort of things thrown into the mix so we learn from them we can probably take it to the next level of customization for each and every one of them so I would say probably if in case let's say if somebody wants to have those kind of conversations it's pretty I mean we don't have to depend upon customer army of customer service representative so that really helps in cutting down first costs one response times yes and then sort of so quarter of our sales is now coming in from so the first and in fact in style is the biggest I mean shift to us for us in terms of marketing spendings now so it's only relevant for us that automation of insta messaging is the next level for us in our CX journey thanks thanks Shadil taking the conversation now from automating messaging to bringing automation on messaging and I'll take this question first to you because you've already been practicing automation automating the on Instagram so taking the question first to you do you think we should make the bots on Instagram messaging intelligent or just transaction and which of them you think is a future failure I think I'll break this into two parts the first is where we are now I think where we are now I think the first step really is to conquer is transactional I think even if I look at my own customer service queries that come in and the ones that are call center sort of feels on a daily basis I think 90% of them are very very basic where is my order when is my return getting picked up when am I getting my refund and I think the first stepping stone or the first block to really get right is transactional so if you can have a way to ensure that these three or four basic questions are answered I think for now 90% of most brands in terms of customer queries should be sorted and I have seen situations where if you know there are a lot of debates and questions on the intelligence of these bots and whether they can mimic intelligent conversations with human beings at least for now my recommendation would be A keep it transactional and B have a backup of a human being also because in case the bot is not able to answer certain specific questions you should have a backup and completely relying 100% on intelligent bots might be a recipe for disaster but like I said this is the now I would like to believe that I am extremely optimistic about the tech that we would develop in the near future and hopefully we would get to a point where you may not need human interaction at all and you know hopefully you would be able to interact with intelligent bots and you know solve simple to more complicated questions that way for the moment though at least the versions of tech that I have seen I think it's safer to take it one step at a time and start with a transactional bot have the access to a human being if needed right you would still 90% of your queries like I said would be solved with a transactional bot right I think most of us have experienced that of the percentage of queries that come in to call centres every day most of them can very much be replaced with a simple bot right so for now I think my record would be until we develop tech that is so intelligent that we can completely do away with the human element we stick to a transactional plus human at the end if needed for your last mile very complicated queries going forward like I said I am extremely hopeful I am always an optimist when it comes to how technology has developed so my hope is that in the future we would develop intelligent bots that can answer any kind of question that the consumer poses thanks, thanks Shreya speaking this question to Praveeti Praveeti you have been working with multiple brands from multiple verticals where have you seen or you have felt the need for the automation to be whether the bot should be more intelligent or it should be more transactional and even if you have seen anything where different verticals need to adopt differently or different brands have adopted it differently if you can share those experiences with us yes so talking about the bot so I completely agree with Shreya I actually had a different answer but I think I will change my answer because what she said is extremely pragmatic so right now we have used bot in different ways of course the first the very basic way of using it is in completing the transaction but we have also used it in the past and this is bot in general and I am not talking about just Instagram messenger a bot here but we have used automation earlier as part of campaigns like a few years back for a movie we were promoting we did a promotional activity where actually the user becomes a part of so basically the bot is a terrorist and the user is the one who is interrogating the terrorist right so it was a great engagement activity that we did and it created a lot of PR but it was I mean the purpose of that the engagement activity was to create conversation so it did that but on an now coming back I think right now I will completely agree with Shreya that the purpose of a bot is to actually create convenience in the pain points that consumers are feeling right now like am I can I get a better version of this product yes the bot can suggest to you can I create a better look yes the bot can suggest to you can I get a consultation so all of those things are very real very now that we can the need states that the bot can tap into but going in the future I think if we were to think about 10 years from now right how experience is developing or evolving right we are entering the world of metaverse right and there I think the bot will become a very important part of a marketing you know a marketing strategy and I'll tell you why at one point when you know when our you know most of our communication was through television right we used to think of brand personalities in terms of that ad we will think of I mean we'll create a brand world there but that but now with the coming of social that has changed right now the social personality because your brand has to talk on social every day needs to have a perspective on most things every day you need to create a more flexible personality more fluid personality while it's living up to the brand essence that we stand for the tonality has to be a little broader and little fluid right now when bot becomes the industry hygiene right or it becomes a more important part of our lives the we'll have to in you know we'll have to give it a personality it will start behaving like more like brand right it will go beyond a transaction and that is a safe assumption to make because something that you because that is how brand will then start differentiating itself right so some days the bot will help you in a consumer problem in a problem that you're facing some days it'll just be there to chat with you right on some random it'll I think the movement will be that people will want to like how we use social right now to every day connect with our audience I think that role will start to start getting played by bot but in a more personalized in a more one to one way right where I'm respecting your privacy but I'm also becoming your friend right so I think intelligence empathy all of those things will start you know percolating into that bot but of course still we achieve that level of finesse it is a journey we will bots will be more transactional in nature yes but I think going forward brands will also start giving more attention to bots creating the journeys creating personalities creating using them to shape brand perception I think all of that is a natural journey for a bot yeah thanks thanks Prakati for sharing that we are a little over time so we'll just take one one question from the from the audience that we have here and I'll take it to you first that we'll make it up to you so so in your opinion rate them in order of priority automation first experience first social first right yeah by the way before I answer the question I have to say thanks to Samyutta I googled what vampire facial is and I'm totally mind is completely fascinating okay cool so I don't know me if it is necessarily a zero sum game right but you know to me if I can take the liberty of you know not answering from these three options but generally probably even going back to a previous question is I think all three can coexist and in my opinion I don't necessarily share the optimism that Shreya does for for a human less sort of engagement that'll be very scary and I'm not even sure if that's one of the goalposts we're going to right I think most certainly we need transaction probably going to be what the bare minimum the execution excellence sort of lies in and but at the same time I think the intelligence part of it needs to be developed you know over a period of time right you're going to have these space palm moments whenever you're dealing with NLP like once in a hundred times for sure but that shouldn't deter us from sort of moving towards that I don't think I answered the question am I no you have you have and thanks for thanks for sharing that and I'll now take the same question to some of you in terms of how would you rate them in your order of priority automation first, experience first social first yeah so okay to begin with Karthik you're most welcome to Kaya anytime for the vampire special so yeah so Neel I'll answer your question I think experience first I'll echo what Freya and Pradhavi had to say that it has to be transactional first because it would be scary like Karthik said if it became human less because I think the kind of industries we are working on and I think Iqta was talking a lot about consultative commerce it does require a lot of experience lot of learning and then a huge amount of human touch and empathy in order to be able to you know actually explain and hand hold the customer through this entire journey having said that I think it can save a lot of human hours and the kind of manual intervention that is needed right now I think Prakati spoke about something as small as just hearting a comment but you know as a brand you end up panicking because you're like okay 10 people have you know said something nice about me but then I wake up the next morning and nobody has gone and even liked it because that's humanly impossible right like for any agency or any client to keep up at that pace in which consumers are interacting on the platform it's literally virtually impossible to do that I think something like a bot would be able to really save all of us a lot of time and effort that right now we are unable to do so as an industry we are unable to handle so I think that's one big part for a brand like Kaya even something as simple as you know book an appointment or taking somebody to your website to book a web consult we have an AI assessment tool so guiding somebody to just go there get their skin assessed and then that will then automatically recommend what kind of products and services that you can pick up so ensuring that you don't lose the customer and you actually guide them properly and this will require it is still very transactional in nature even something as small as say you're running a contest and people when you don't respond to them immediately when they don't get their gratification etc I think in the food industry etc gets even worse like Raghavati was talking about it does get a lot worse then people are very quick to respond quick to put up a lot of nasty comments I think that whole twitterfication that's happening on instagram is very real it's happening to all of us we're all dealing with it I think a bot will really help curb a lot of because there's so much of goodwill and equity that you build as a brand and it just requires one two of these negative comments to kind of zap the entire business I think a bot will genuinely help in a lot of little ways a lot of little things that bother us on a daily basis as organizations as brands I think a bot will definitely help streamline those things immediately and then of course to answer your question experience first then it should get into automation and finally we will get into the social first Thank you, thanks for that learning Samyukta Shadil now that your kind of planning and putting more spend behind digital instagram messaging and automation instagram how do you rate them in terms of priority in order of priority automation first, experience first social first and interestingly I'll next take this question to Ekta in terms of your thoughts and that way hear it from from how does Instagram look at it or what is Instagram's vision in terms of automation first, experience first or social first Shadil over to you Yeah, so I think I would probably take one step at a time and say yes automation first however compared to other platforms Insta is a much more human so it's like if you were to compare it to a messenger or a regular CX platform I would say it's more experience and I would put in a bit more a lot of our listening tools help us enable us to look for the white spaces in the categories that we operate in so it just sort of enables us to listen to our consumers better and probably the first step is to eliminate all the the usual suspects the product complaints availability problems discoverability issues and then yes maybe in that sense I would want to experiment with it because Insta allows you to go a little more I mean probably go out and speak and say consumers will probably forgive you for that one in one in a hundred kind of error that comes in from a brand so that's I think that's there for me Aikta taking the same question to you so I think I'll take it out and choose none of these but users first so I think if anybody has a use case it can be different for different verticals and based on what are they trying to achieve for example we have seen like we have seen again I'm taking some example but health and beauty if you are going there I think it's more personalized experience so it's going to be experience first but if I'm a bank and I'm generating leads I don't care really about the experience and the social I'll go for automation first and similarly if I am going about an engagement I'll go with social first so I think like depending upon what is the end goal I think users first should be the lens and that's where we can prioritize all these three things and definitely make it both as everyone agreed transactional plus intelligent but definitely not agent less I think like that will be scary thanks Aikta for sharing that we have gone much beyond our allotted time but that was expected from the PowerPack panel that we had today so thanks everyone for sharing your learning it was an extremely rich and learning full session for all of us I hope our audience have experience the same and thanks everyone for being a part of this panel today thank you thank you so much thank you Neel thank you so much thanks great learning from us