Love At First Chat, With Lemonade’s AI Chatbot Maya

Juliette van Winden
Dec 1, 2019 · 3 min read
www.lemonade.com

Yesterday I experienced my first truly seamless and enjoyable encounter with a chatbot. It was love at first chat.

If you’ve seen their quirky subway ads, super seamless website, or strangely satisfying Instagram account you know that Lemonade is a company to watch. This startup is changing the renter’s insurance game. Not only do they offer low coverage prices for the same amount of coverage as competitors, but they also donate the leftover money of your un-spent premiums to a charity of choice. Needless to say, I’m obsessed.

The biggest thing that pushed me to convert to Lemonade was the utterly charming AI chatbot named Maya. 24/7, 365, day or night, Maya is there to answer any questions to guide the user through the sign-up process. Unlike the drag of signing up with other providers, it took me a total of 2 minutes to walk through all the steps with Maya. She was programmed to answer any questions I had, sent me prompt confirmation emails, and even walked me through the app set up. What intrigued me the most, is that it didn’t feel like I was chatting with a bot. Maya is funny and charismatic — which made the exchange felt authentic.

When I think of my recent experience with Lemonade, I associate my evermore pleasant experience with Maya. It makes me less worried about having to reach out in the future with any questions. As a customer, it’s a great feeling to have when you know a company has your back. It’s an incredible retention tool when the chatbot works as effectively as Maya does. In fact, chatbots were ranking #3 on the top channels for customer service in 2020.

https://chart-na1.emarketer.com/229086/top-channels-customer-service-2020-according-customer-service-executives-worldwide-of-respondents

While there are clear benefits of having a chatbot like quick customer service, customer satisfaction, reduced labor costs, and one point of contact for all needs, chatbots do have their drawbacks. As a millennial, I enjoy conversing with a chatbot, but after asking my mom, it’s clear chatbots aren’t well-received by everyone. She’s personally run into frustrations with the limited answers bots can give to more complicated questions. This leads me to believe that some people (and businesses) just aren’t cut out for it. Lemonade has a relatively simple bot cadence, while other companies like internet services probably receive more customer complaints and specific queries. If a bot isn’t right for your business needs, it may lead to more frustration, loss of business, and issues internally.

Lastly, although a bot helps companies cut back on customer service costs, developing a bot is an expensive endeavor. If you take the time to make a quality bot that drives business and keeps customers satisfied, it is certainly worth it — just like Lemonade’s Maya drove me to make a purchase decision. Don’t believe me? Check out this short demo of Maya in action!

Marketing in the Age of Digital

thoughts and reflections on digital first marketing from NYUSPS Integrated Marketing Grad Students

Juliette van Winden

Written by

Life’s about giving and taking. I’ll give you my words, you take away what you wish. 26 y/o, NYC, B2B Marketing Manager, part-time Marketing Masters @ NYU.

Marketing in the Age of Digital

thoughts and reflections on digital first marketing from NYUSPS Integrated Marketing Grad Students

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