Chatbots, in many ways, are a sensible next for the kind of personalized marketing that brands have found to be a necessity moving forward. These automated SMS assistants provide a two-way customer service dialogue with customers while reducing the resources needed to engage with these consumers.   Why then are these chatbots simply on the periphery of customer experience initiatives, as opposed to front and center? Part of this is due to apprehension from brands that are still unsure of the concept’s ability to effectively....

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