Best Practice

Chatbots: communicating directly with your customers

A chatbot is not just technology: it’s a tool for communicating with the customer in an increasingly direct and innovative way.


Simple and intuitive communication

A chatbot is a software capable of interfacing, on the one hand, with the end-user, utilising natural language, and on the other hand, with information systems, with the aim of supporting the company in its various functions using an efficient and innovative approach. But it is not just about technology: it is a new, customer-oriented communication channel that utilises advanced machine learning tools to put the company in contact with its stakeholders through a wide range of communication channels, such as messaging apps, websites, mobile apps, phone, to name a few.

Machine Learning Reply works alongside companies to offer customers a channel that best represents the voice of the brand in the relationship with the end consumer, through an ecosystem approach.

Natural interaction and advantages of choosing a chatbots

The strength of the chatbot lies in its simplicity, as it provides an interactive service using a language similar to that used by people on a daily basis. From a technological point of view, the ability of chatbots to interpret and process user requests represents the natural evolution of a Question Answering system that exploits Natural Language Processing (NLP) capabilities. NLP makes it possible to translate a sentence transmitted in natural language into more structured information, better suited for processing on the IT side. The chatbot therefore essentially plays the role of an interpreter.

Tools such as Siri, Google Assistant, Alexa and Cortana, which are the most popular voice assistants on the market today, providing access to a wide range of functions and information, use chatbot technologies and conversational flows. Chatbots are easily scalable, they enable businesses to be connected with customers 24/7 and they can easily solve various kinds of customer enquiries, thus reducing waiting times, dropout rates and, at the same time, the need for human interaction.

The applications of chatbots

Product configurator

The chatbot guides the user in configuring more or less complex products, such as a car. Interacting with the chatbot can facilitate the user in the product configuration flow and make it easier to choose the preferred features: in the case of the car, the equipment, the engine and the various optional extras.

Smart customer support

The chatbot makes it possible to filter users’ initial requests and resolve them quickly and easily, thanks to its ability to understand the scope of the request and the availability of a database with claims resolutions. The call is forwarded to an operator only in the event that the chatbot is not able to resolve the problem.

Smart sales

The chatbot facilitates a new and interactive product navigation approach, as it is able to present products and services within a catalogue offering customised possibilities based on feedback received from the customer. In the most advanced contexts, payments can also be made directly though the chatbot channel.

Business to employee

The chatbot can be used by a company in the internal communication context to handle certain requests from its employees quicker, such as forms, appointments and more. In some cases, it can also be used to pre-screen candidates for open positions in the company, and quickly find answers to standard questions about studies and experience in a more efficient way.

The added value of
Machine Learning Reply

Although chatbots are expected to grow significantly, for many companies the main obstacle to their adoption is still linked to the actual ability to implement such an advanced and intelligent system.

For this reason, Machine Learning Reply accompanies customers through all the project development phases, starting from the analysis of the application itself, to understanding the bot's intended use and target users, through to the selection of the best technology according to the use case to be implemented.

The step-by-step process includes interaction design and brand representation, up to dialogue and user relationship management, and full integration with the client's corporate systems. Machine Learning Reply offers services that can increase the efficiency of the chatbot. For example, continuous learning, which enables the chatbot to continuously learn from the user by implementing its interaction capabilities, or smart analytics, which enable the acquisition of customer data for marketing purposes by classifying tastes and preferences. This ecosystem approach enables the creation of highly customised solutions that meet the specific needs of the customers.


Machine Learning Reply is the Reply Group company specialised in providing artificial intelligence services and solutions, guiding its customers towards a process of digitisation and helping them become more competitive and data-driven thanks to the adoption of Smart Analytics, Machine Learning and Artificial Intelligence technologies. With extensive experience in deep learning, artificial vision, natural language processing and predictive modelling, the company helps its customers to enhance their business, putting highly experienced development teams at their disposal.

You may be also interested in