By Mentally Friendly
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Ben Henderson

Director of Product Management, Campaign Monitor

We talk about chatbots, digital metrics, automation, content affinity, and more.

 
 

Ben Henderson is the Director of Product Management at Campaign Monitor, one of the most popular email marketing platforms in the world. A large focus of Ben's current efforts is on automation and machine learning.

Ben classifies himself as a product, business and design strategist, consultant, advisor and mentor. 

 
 

ON THE CHATBOT DESIGN TREND

Sometimes you need a big trend—even if it feels like a trend—to drive deeper conversation on a business level.
 

ON CHATBOTS PROVIDING BETTER SERVICE

Would you prefer to call Telstra and stay online with them for an hour… or would you rather talk to a non-human chat-bot and get a resolution in 5 minutes? …

It may not be perfect… but I don’t think people care if [it] provides better service than a human could
 

ON MEASURING DIGITAL SUCCESS

The way that a lot of companies monetise their online presence is ad revenue. I don’t think that’s ever going to go away completely…

One area we’ve done a lot of work on [at Campaign Monitor] is personalisation of experiences… the more timely and the more personalised the content you make, the more effective it is.

It’s not about how many people I get to this page... it’s about how many of the right people I send the right content to.
If you can get someone to buy your product in five seconds… why do you want them to spend half an hour on your website?
 

ON BESPOKE CONTENT & CONTENT AFFINITY

I think people are rapidly learning that the web isn’t a mass-market tool… whether it’s content or outbound messaging, it’s all becoming much more one-to-one.
 

ON INTELLIGENT SYSTEM DESIGN PROVIDING MORE DIRECT RESULTS

The system should be able to tell me what the shortest path to success is... it typically has way more information than I’ll ever have.