One of the newest episodes of Bright Founders Talk by Temy features Cris Villar, Co-Founder of Landbot, sharing his journey as a pioneer in conversational commerce. The episode explores the world of software development through the insights and experiences of a visionary entrepreneur.
Cris shares the innovative approach of Landbot in creating chatbots that don't just converse, but drive revenue, setting them apart in the industry. His leadership spans the critical areas of success support and sales, where he directs a dynamic team of 25-26 people dedicated to enhancing customer-company interactions through technology. In our conversation, Cris reflects on his transition from aspiring corporate professional to tech entrepreneur, sparked by an entrepreneurial program in Valencia.
His narrative is not just about business but about the transformative power of seizing opportunities and shifting mindsets. Cris’s journey from a glassware design firm to the forefront of conversational technology illustrates the serendipity and strategy behind entrepreneurial success. Join us as we explore the insights and experiences that have shaped Cris Villar's visionary approach to business and technology.
Cris Villar on the Evolution of Landbot: From Concept to Conversational Commerce Pioneer
Cris Villar vividly recounts the dynamic shift from a conventional career path to a daring dive into entrepreneurship with Landbot, a platform transforming how companies engage with their customers. His journey began unexpectedly when he and a friend ventured into the startup world, initially dabbling in a glassware design firm. This first attempt didn’t pan out as hoped, but it was a crucial stepping stone. Villar shares, "It wasn’t successful in the traditional sense, but it was a valuable lesson in persistence and innovation—key drivers for any entrepreneur."
Transitioning from potential failure to success, Villar's pivot to Landbot was spurred by his participation in a major Spanish accelerator program alongside Jackie Pan, his future co-founder. This experience was a game-changer, recalibrating his aspirations from the structured world of economics to the fluid, unpredictable realm of startups. "We just applied for the program, got in, and everything changed," Villar explains. His narrative highlights a common theme in the startup ecosystem: adaptability and the willingness to embrace change are indispensable.
Perhaps the most compelling part of Villar's story is how he and Pan saw an opportunity to leverage the burgeoning field of conversational commerce, inspired by trends in China. The concept was simple yet revolutionary—creating a "butler in WhatsApp" where users could interact and transact seamlessly through chat. Villar's recount of this phase is filled with a mix of excitement and realism: "It was a beautiful model, really, because it's B2C, high volume. People were super excited about it." This innovative approach underscored the potential of conversational AI in reshaping commerce, setting the stage for what Landbot would become—an industry leader in creating chatbots that drive meaningful, revenue-generating interactions.
How Landbot’s Strategic Shift Sparked Innovation
In the throes of their early entrepreneurial journey, Cris Villar and his team at Landbot faced a pivotal moment that could make or break their future. It was a classic startup dilemma: their initial business model, a WhatsApp-based service for ordering just about anything, was becoming unsustainable. "It was a very tough business model, difficult to scale. You needed money or technology. We had neither," Cris explains. This harsh reality led to a strategic pivot away from B2C and into the uncharted waters of B2B SaaS—a decision driven by necessity but fueled by a vision for something bigger.
It was a very tough business model, difficult to scale. You needed money or technology. We had neither
Cris VillarCo-Founder at Landbot
With a newfound focus, the team set out to leverage their unique edge—integrating chat services with WhatsApp at a time when such capabilities were rare. This shift wasn't just about survival; it was about anticipating the market's future needs. "There was already early interest, and we had an unfair advantage with WhatsApp integration, which was not possible at the time," says Cris. His team's ability to adapt quickly and pivot towards a more sustainable, scalable model epitomizes the agile mindset that defines successful startups.
The transition to a SaaS model opened up new avenues for innovation. Cris and his team began experimenting with their technology, ultimately leading to the development of a full-page conversational interface. This innovation was born from a serendipitous glitch that turned a chat widget into a full-screen interactive experience, significantly boosting user engagement. "The only way for visitors to interact with the website was through the chat, which led to a crazy conversion rate," Cris recalls. This accidental discovery prompted them to rethink their approach and double down on creating immersive conversational experiences, setting the stage for Landbot's emergence as a leader in the field.
Cris Villar Talks AI Hype: The Practical Use of Technology in Business
Cris Villar delves into the current fascination with AI, drawing parallels to past technological trends that swept through the business landscape. According to Villar, the rush to adopt AI mirrors the early 2000s rush for websites and the mid-2000s push for social media presence—often without a clear strategy or understanding of the technology’s role. “It’s like everybody just jumped on the AI bandwagon without really knowing why. They know they need it, but not what for,” Cris explains, highlighting a common trap businesses fall into with new technologies. This lack of direction can lead to misallocated resources and missed opportunities, underscoring the need for a more thoughtful approach to technology adoption.
It’s like everybody just jumped on the AI bandwagon without really knowing why. They know they need it, but not what for
Cris VillarCo-Founder at Landbot
Exploring deeper, Villar reflects on how AI has been integrated into Landbot, emphasizing a measured, purposeful adoption rather than a blanket application. “If AI is going to help your process, then add it. If not, don’t do it. You don’t need AI for everything,” he asserts. This philosophy is born out of extensive testing and real-world application within his company, demonstrating that while AI can enhance certain aspects of customer interaction, it often performs no better—and sometimes worse—than simpler, more traditional methods in many scenarios. Villar’s pragmatic view is a breath of fresh air in an industry often captivated by the newest shiny technology, regardless of its practical utility.
Drawing an analogy to the dot-com boom, Villar suggests that the current AI craze could be more about keeping up with trends than about genuine utility. He reminisces about the initial excitement around chatbots when Landbot was first launched, where the emphasis was more on having a chatbot for its own sake rather than its functional integration into business processes. “We've seen it before with chatbots. People wanted one just because it was the thing to have, not because they had a process that needed improving,” Cris points out. His insight invites businesses to consider their real needs before jumping on the AI bandwagon, advocating for a strategic approach that prioritizes genuine enhancement of customer experience and operational efficiency over merely following the latest tech trend.
Cris Villar on AI in Customer Service: Bridging the Generational Divide
Cris Villar brings a nuanced perspective on how different generations interact with AI in customer service. His observations suggest a generational gap in acceptance and trust toward AI-driven communication. Younger users, he notes, tend to accept AI readily, viewing it as a commonplace tool designed to streamline interactions. In contrast, older individuals might not only be more skeptical about AI but are also more likely to be deceived into believing they're engaging in a human conversation. "Older people are fooled the most by AI, thinking these conversations are real," Cris shares, shedding light on the complexities of user engagement across different age groups.
Diving deeper into the discussion, Villar emphasizes that the effectiveness of AI in customer interactions depends significantly on the context of its use. For industries dealing with sensitive information, like banking or healthcare, the stakes are particularly high. Missteps in AI communication can lead to misunderstandings or errors, as highlighted by the infamous example of a chatbot misunderstanding a user’s report of fraud. This underscores the importance of aligning AI applications with specific use cases, ensuring they are appropriate and effectively meet user expectations.
Looking forward, Villar outlines the strategic direction for Landbot, focusing on AI's role within the company and the broader industry. With a significant portion of their engineering efforts devoted to AI, Landbot aims to refine the technology's application in lead generation—a critical area for any business seeking to capture and convert customer interest effectively. "We are shifting focus from quantity to quality in lead generation," explains Villar, illustrating his approach to harnessing AI not just for innovation’s sake but to drive tangible improvements in customer engagement and conversion rates. This forward-thinking strategy highlights the ongoing evolution of AI in business, aiming to balance technological capabilities with real-world application and value.
