Chatbots, an essential tool to provide excellent customer service

“Human language is the new UI layer, bots are like new applications, and digital assistants are meta-apps” (CEO of Microsoft, Satya Nadella, March 2016)

The most basic human form of communication is our language. A newborn child’s cry is the first proof of life and throughout our lives we develop our speaking and writing skills by using them constantly. Language is therefore our most intuitive form of communication — and the one that saves most time.

Still, business communication on digital platforms is typically based on visual interfaces. With the invention of the website and most recently the app, users have excelled in navigating these interfaces and searching for information and entertainment, while digital speaking assistants and voice control have failed to gain a foothold.

Meanwhile things have started to change. Right now the chatbot is a burning hot topic in PR and the tech industry, bringing along a wide range of exciting possibilities in the field of customer support and event information. Experts claim that it is only a matter of time before all businesses and institutions, even public figures, will be interacting with customers and fans with the help from chatbots. There are several reasons for this, but one has to do with this simple fact; you interact with the chatbot in your language, by texting or speaking to it. For the user, the interaction is intuitive, time-saving, and fun — and for the business, chatbots are an easy and extremely profitable business initiative.

This white paper will highlight how chatbots can create value for businesses in the entertainment industry, and how to get started — whether you are organising a single event or representing a venue or a brand.

Following a technical definition of the chatbot, this paper will describe how chatbots can be used in the world of sports and in the entertainment industry in general. It will then be explained why businesses should consider including bots in their operations, as exemplified by successful global and local first movers.

Ultimately a couple of pitfalls in the use of chatbots will be listed, before providing a short guide to create and build your own chatbot.

Read the full paper: Chatbots, an essential tool to provide excellent customer service

Danish version: Værdiskabende brug af chatbots i oplevelsesbranchen

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Dan O'Toole
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Dan O'Toole, TSE Consulting
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While these organisations often engage in a significant amount of selling leading to revenue generation, they are also frequently reliant on the sourcing of funds from other external parties. A good start is to consider what the individuals behind these effectively unilateral funds consider when parting with their money. What traits do they seek in a recipient? What decision criteria to they consider when assessing how much is appropriate?


As of January 17, 2018, all international activities of TSE Consulting have been integrated into Burson-Marsteller Sport.

This new expansion and investment in sport will provide clients with new resources and new services. As such, Burson-Marsteller Sport will include services including Campaigning & International Relations, Crisis Management & Corporate Communication. Event Strategy Development & Evaluation, Destination Marketing & Event Host Communication, Sport Strategy & Policy Development, and Training & Knowledge Transfer. Read more:

Burson-Marsteller Sport is the sport unit of Burson-Marsteller. Burson-marsteller, established in 1953, is a leading global strategic communications and public relations firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 77 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leader in communications services. For more information, please visit