Why Conversational Commerce is an effective strategy?
According to an American study, 74% of consumers are likely to switch brands if a company has a difficult purchasing or checkout process. In fact, people are expecting from companies to receive an instantaneous reply. They are connected from everywhere: smartphones, tablets, laptops, smartwatches, even smart houses made the access to information easier.
Therefore the market of competition become harder to handle for companies since they have to improve their innovation and adapt to the new and changing needs of their consumers.
A culture of immediacy drives the needs of consumers now. 64% of consumers expect companies to respond and interact with them in real time. So, if they want to order a pizza, book a taxi, or look for a flight they want the company to reply to their request instantly. Than, they need the company be where the customer is connected to : WhatsApp, Facebook Messenger,…
The market developed a new trend, named by Uber’s Chris Messina in 2015 on Medium: Conversational Commerce. But what is it? Marketers use nowadays so many technical words but do we really know what do they mean and what’s behind them? Let’s look into conversational commerce, get to know more about it and understand how it can help companies increase their sales while at the same time satisfy their customers.
“When you have 20,000 customers and you want to communicate with them as if you know them very well and (…) communicate something relative to them—something they care about—we can enable them to get to that level of personalization at a scale that wouldn’t be possible with people,” said Katy De Leon, vice president of marketing at Narrative Science.
What is conversational commerce ?
It mostly refers to “the use of intelligent chatbots and other services like real-time digital customer support on every device. We started talking to our smartphones and smartwatches but we’ve also started having conversations with artificial services”.
Why companies should consider conversational commerce seriously ?
92% of consumers visit a brand’s website for the first time to do something other than make a purchase. Most of the times they go out from the website without buying anything. It’s mainly due to the fact that they don’t find immediately what they are seeking. In fact most of times websites are not attractive or easy to navigate. Conversational commerce might make skeptical buyers purchase since day 1.
As a matter of fact, lot of digital companies using artificial intelligence (AI) are proposing their services to companies to solve this issue. Therefore, it helps them in engage the buyer by talking and answering to his questions. It manages the e-shop and never lose the direct contact with the company. Successful brands will prioritize real-time always on communication, embracing a mobile-first mindset and using technology to answer as fast as posible.
1 – Be next to customers: according to Statista, both Facebook Messenger and WhatsApp have an active monthly user base of more than one billion people. This means that by engaging with the client through this channel is a good way to reach his expectations. And, furthermore, make him loyal to the brand;
2 – In and out of the website : it releases the website from sole responsibility. Therefore, messaging channels will do the work instead of the company. The best way to save time and money and as it is well said “Time is money”;
3 – Less importance in social networks : the user is allowed to move from one site to another following reviews. There, it solves companies doubt directly;
4 – Messaging apps and mobile momentum: one of the reasons why text-based communications are coming back is the rising popularity of mobile commerce. E-Marketer statistics report that retail m-commerce grew up by 37.5% in 2015.
How do AI companies contribute to the business and help them with “win-win” strategy?
“Our technology, our machines, are part of our humanity. We created them to extend ourselves, and that is what is unique about human beings.” – Ray Kurzweil, futurist, computer scientist and inventor.
As said before, the market is being harder to handle: managing the competition and customers is a challenge for companies. If they do not follow the right pace, they might lose market share and also lose customers.
But to fill this gap, AI companies are providing their services to make this problem solved and even profitable. Indeed, they help them by selling their products through omni-channels to reach the maximum potential of leads/loyal clients. They use a customer service with artificial intelligence, making them available through mobile and desktop.
And to make it even worth it, they make this strategy more efficient. These AI companies go through different stages :
a- Understanding first the customer needs,
b- Answering user questions in real time,
c- Optimizing resources,
d- Adapting interaction to customer behavior,
e – Last but not least, interacting with the visitor at the right moment.
E-commerce is shifting into a whole new era, going from transactional interaction to conversational one and making this digital world moving and proposing new ways of behaviors and habits.
If there is one main word to remember, we think that conversational commerce is “convenience”. At Marketeer, we believe in your business. We can help you sell more by making it really work, developing a strategic consulting and business intelligence. Therefore we could be a reseller for your company through Facebook Messenger and WhatsApp. If you are interested by this opportunity, you can visit our website or find us through our social media pages.