Miller Time for Virtual Brewmaster

Robyn Greenspan

Updated · Nov 05, 2001

Bill the virtual Brewmaster will be tending the pages at Miller Brewing Company’s Web site, providing online customer service and answers to visitors’ questions. The beer company has implemented vRepsTM from NativeMinds — automated online personalities that interact with customers — to field queries about Miller’s beer brands and the brewing process with immediate and personalized responses, resulting in improved customer interaction at a reduced cost.

When asked to introduce himself, the vRep responded, “My name is Bill the Brewmaster and I’m the virtual brew master here at While our other brew masters are busy brewing great beers, I’m here to answer your questions about Miller Brewing Company, our web site, or our products.”

Eric Zoromski, director of interactive services for Fullhouse Media, the Milwaukee-based interactive agency that licensed NativeMinds’ NeuroServer® technology for the Miller project, said, “We really wanted to add a ‘personality’ to and the vRep technology made that possible. We evaluated NeuroServer and determined that a vRep was the best solution for providing online customer service. It actually emulates a live conversation rather than simply doing a search and it provides a level of differentiation and personality that other technologies simply don’t offer.”

Fullhouse employees attended a NativeMinds’ training course to learn the intricacies of vRep implementation and built’s virtual brewmaster in eight weeks. Andrew de Vries, NativeMinds vice president of marketing, said, “Fullhouse’s quick implementation of NeuroServer demonstrates how easy it is to use NativeMinds software — and Bill the Brewmaster is a successful case study. Online customer self-service is becoming a must-have for consumer product companies; and Fullhouse incorporated NativeMinds technology to create a lasting brand impression for the Miller Brewing Company.”

“This is the best job anyone could ever hope for. Brewing is a fascinating industry and Miller is a great company to work for. Imagine working for a company where it’s always Miller Time! And I really enjoy seeing people all around the world responsibly enjoying our beer,” said Bill of his new position at the Web site.

San Francisco-based NativeMinds develops self-service interaction management software to create via two-way, conversational dialog and relevant content from key corporate information sources, including Web site search, CRM knowledge bases, and customer-facing databases. Leading clients of NativeMinds’ vRep solutions include Ford Motor Company, Oracle, Convergys, Nissan, GlaxoSmithKline, Department of Defense, One 2 One (Deutsche Telekom), and Misys.

Fullhouse Media employs a staff of 40+, dedicated to developing programs and producing results for customers in the areas of Internet/Intranet/Extranet development, CD-ROM and DVD development, and a host of video projects; including training, promotion and sales. In addition to Miller Brewing Company, major clients include Johnson Controls, Midwest Express Airlines, and Players Inc.

Robyn Greenspan
Robyn Greenspan

Robyn Greenspan, an independent researcher and speaker, is interested in innovation, market trends and information technology. She was a participant in the AI Summit and also took part in the IEEE International Conference on Edge Computing, International SOA Symposium series and the International Cloud Symposium series. She graduated from Temple University. She was previously the communications and research manager for the AMS, an internationally recognized professional association that advances knowledge in the IT and business management areas.

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