Dialogue Decision Trees

Dialogue Decision Trees could be the future of social media communication between brand and consumer. Below are 2 different suggestions for dialogue decision trees in the social media environment.

Porat (2013) considers conversational decision trees containing scripted dialogue shown below, figure 11. This can help make sure that the company is always sending the right message and reflect upon responses to make changes to the decision tree in order to increase customer satisfaction, engagement and sales.

It is important to note that Porat suggests the dialogue decision tree should be used by employees for more efficient replying rather than automated responses. This allows for variation in responses and will be less tedious to consumers.

Fig. 1 Example of Dialogue Decision Tree (Porat, 2013)

Smiciklas (2012) has also created an engagement decision tree, slightly varied from the dialogue decision tree, outlining the decision process that should be done before engaging consumers. The model describes four stages to consider for engagement, these include Listening, Assessing, Engagement and Repeat. The model suggests engaging in public and in private depending on the response necessary, for example legitimate sensitive issues should be engaged privately whereas compliments and complaints can be addressed publicly.

Fig. 2 Social Media Rules of Engagement (Smiciklas, 2012)

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