1.

Business Context:

My chatpot is Chatfuel and ManyChat, which are known as chatbot platforms for Messenger. By
using Chatfuel and ManyChat, businesses can create chatbots for Facebook Messenger without
coding skills or knowledge, then this software will talk with users automatically in a humanlike,
conversational style like the way that other chatbots are being operated (Megaplaza, 2021).
Chatbots created by chatfuel and ManyChat can support business activities and customer interaction
including automatically answering questions from users, customers, they can recommend products
and services, automating tasks and performing other functions to benefit the business purposes
(Chatimize, 2021).
In terms of 4Ps of innovation, these two chatbots can be considered as process innovation as they
positively influence the business operations, supporting to deliver services to users, they are also
product innovation as they bring opportunities for businesses and agencies to create chatbots
without coding skills and expensive costs, simultaneously, bringing expected results for the
businesses (Akgun, Keskin & Ayar, 2017). The chatbots have high potential business values
because they are effective supporting agencies and businesses to build bots to interact with
customers online more effectively and connect to a bigger number of online customers (Jain et al,
2018). Besides, these two chatbots can also be used to support advertising agency, marketing
activities and other customer services purposes on social media.

2. Chatbot Design
2.1 Chatfuel

Regarding the first chatbot which is Chatfuel, there are some characteristic of this Chatbot Design.
First of all, in terms of Chatbots’ gender and personality, this chatfuel is gender neutral, whose main
personalities are friendly, helpful and supportive. For example, this Chatfuel has been created for
users who are customers of a cake bakery in Hanoi, the users may ask this chatbot many
information about the types of cake, prices, delivery services, chatbot will communicate with users
in a very humanlike and conversational style, they can flexibly change the communicating style to
different types user personas, then supporting users services that they need.
This Chatfuel has been created in the Blocks of Automation section, which is known as individual
pages on a website. There are eight types of blocks depending on using purposes, this chatfuel has
used content blocks to create this functionality for users (Chatfuel, 2021a).
When the conversation starts, user will see the welcome message from the Chatfuel first, which is
the first part of the conversation flowchart, the chatbot created by Chatfuel will warmly welcoming

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the user by their names automatically and promoting about the best Choux au Craqueline in Hanoi.
From this point, Default Answer will be provided to collect particular concerns from customers
about services or products of the store. These includes simple questions and simple answering
options for users for the AI system to understand customers’ needs. Then, the Chatpot will continue
to answer customers’ questions and concerns to figure out consumer journey, their needs, demands
and preferences, then marketing about the best products and recommending some choices for
customers (Chatfuel, 2021b).

Below is the screen capture with the descriptions of how Chatfuel has been created in blocks, its
basic functionalities and how this AI system has been used to communicate with users in a
automatic conversation flow.

2.2 ManyChat

Regarding the second chatbot which is ManyChat. Similar to Chatfuel, this chatbot is also a
software supporting users and businesses to create chatbox easily, Manychat creates chatbot to
directly conntect with Facbook without any limitation. ManyChat has been used mainly to support
customers’ concerns and enquiries automatically, it also helps to reduce the waiting time for
replying customers’ message. Similar to Chatfuel, ManyChat also aims to navigate customers by
Common questions and Default Answer. ManyChat is a useful software in digital marketing.
Different with Chatfuel, Many chat may also response customers’ questions by text message or
photos, then helping customers to make purchasing decisions (Manychat, 2021).
2
In terms of the design of ManyChat, it has friendly and easy display for users with detailed
guideline in the left hand side of the software. When getting started and signing in with Facebook,
users will access the Chatbot options in Automation part, which include some important points to
build the chatbot with users’ using purposes. The main menu is where automatic messages bases on
marketing strategies are set, followed by Default Reply which includes automatic responses to any
message from customers, the answers are set up in advance.
About the conversation flowchart, similar to that of Chatfuel, customers will see a welcome
message from ManyChat, in an example, this chatbot created by Many Chat has also been for users
who are customers of a cake bakery in Hanoi, it will direct the conversation according to customers’
concerns and questions, also navigating purchasing decisions of customers by Default Questions
and Answer. However, with ManyChat, the conversation with customers will be attached with
useful tips and photos which are used to illustrate for each recommendations. This functionality is
useful to provide customers visual images about the products, triggering their interests and
encouraging their purchasing decisions.
Other contents in Manychat supports for the Chatbot creating process so that users can easily access
the performances, results and chatting history with customers. Besides, the Broadcasts aims to send

message for all customers who follow the Fanpage through ChatBot. In this way, the customer
engagement can be much improved.
The ManyChat display and functionality are shown in the photo below.
3. Evaluation

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The reasons that I selected these two tools are because they have been developed and used
effectively by many businesses, these tools are useful in Vietnam when there have been more online
businesses operated and due to the development of digital marketing. There are some advantages
from Chatfuel and Manychat, some of them are cost-free, unlimited chatbots, no approval
requirements from Facebook, and both of them can connect directly with Facebook, so that users
may not need to create another account (ThinkTuitive 2018). In addition advantages, there are some
limitations about these two tools, for Chatfuel, users can not build a more complex chatbot but only
very simple ones. Another limitation of both tools is the advertisement constantly appeared in the
displayed, which may cause inconvenience for users.
The table below illustrated the results of evaluation of Chatfuel and ManyChat:

Tool/ Criteria Chatfuel Manychat

Meets definition of chatbot Chatfuel meets definition of Manychat meets definition of
chatbot when offering users chatbot and it goes beyond
simple chatbot and easy the human conversation
display when providing tips and
photos illustrated the
products to customers.
Provide AI functionality Chatfuel provides simple AI Many chat provides AI
functionality to direct functionality in offering
customers’ conversations customers products through
their concerns and questions
Availability of process templates The software provides many Manychat provides many
process templates for users to process templates for users,
choose, depending on using users may need to select the
purposes of businesses flows and many process
templates options are
available for them.

4
 Complex functionality Chatfuel provides only simple Manychat offers more
chatbot, not more complex complex functionality than
functionality. It may be not Chatfuel, however, with free
really suitable with users who plan, it also has limited
prefer complex functionality functionality. Users can
with complex chatbot. upgrade to Pro plan to get
more complex functionality.

Primary function Chatfuel offers the ManyChat allows users to

functionality to send a user a create chatbots for Facebook
very humanlike conversation Messenger, its primary
style and basic navigation function is for marketing and
customer care purposes.
Easy to learn It is very easy to learn with It is easy to learn with simple
simple display display. Users can learn from
instruction online.
Easy to learn for non-IT user It is very easy to learn for non- It is very easy to learn for
IT user non-IT user

4. Conclusion and Recommendations

The report has provided an overview of two chatbot tools which are Chatfuel and Manychat,
through AI technology, they can help to support digital innovation by providing automatic
conversation with customers online, responding to their questions and navigating customers’
purchasing decisions. These tools are very helpful to online business by increase interaction with
customers and revenues. To improve these chatbots effectively, it is important to make the pot more
humanlike, follow up all the activities and monitor success metrics regularly. With Manychat, users
can improve the conversation flow in a more logical way with a more reasonable amount of
information and number of photos used to illustrate products, so that customers may feel more
comfortable when taking in the chatbot.

Reference

5
Akgun, A, Keskin, H & Ayar, H. 2017, ‘Why Companies go positive marketing innovations: A new
theoretical prototype for 4Ps of Innovation’, Journal of Business Economics and Finance, vol.6,
no.2, 70-77.

Chatfuel 2021a, ‘The easiest way to build a no-code chatbot for your business’, viewed 9th
November 2021, <https://chatfuel.com/>

Chatfuel 2021b, ‘Getting Started’, viewed 9th November,

<https://docs.chatfuel.com/en/articles/2568024-getting-started>

Chatimize 2021, ‘Which one is better? ManyChat vss Chatfuel’, viewed 8th November,
<https://chatimize.com/manychat-vs-chatfuel/>

Jain, M. Kumar, P, Kota, R, & Patel, S. 2018, ‘Evaluating and Informing the Design of Chatbots’,
DIS’18: Proceedings of the 2018 Designing Interaction Systems Conference. pp. 895-906.

ManyChat 2021, ‘Turn Conversations Into Conversions’, viewed 9th November,

<https://manychat.com/>

Megaplaze 2021, ‘Manychat vs. Chatfuel Comparision: Which to Choose?’, viewed 8th November,
2021, <https://www.mageplaza.com/blog/manychat-vs-chatfuel.html>

ThinkTuitive 2018, ‘ManyChat vs Chatfuel’, viewed 10th November,

<https://www.thinktuitive.com/comparison-manychat-vs-chatfuel/>