According to an American study, 74% of consumers are extremely or somewhat 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 since they are connected all the time from everywhere : smartphones, tablets, laptops, smartwatches, even smart houses made the access to information easier and therefore the market of competition harder to handle for companies since they have to improve their innovation all the time and adapt themselves to the new and changing needs of their consumers.
And because of that, 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 because they have just decided that they need to travel and go on holidays, then they want the company to reply to their request instantly and be where the customer is and connected to : WhatsApp, Facebook Messenger,…
But the market developed a new trend, named by Uber’s Chris Messina in a 2015 piece published 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 is 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 all sorts of devices. Not only have we begun talking to our smartphones and smartwatches but we’ve also begun to have conversations with artificial services on social networks”.
Why companies should consider it seriously ?
92 % of consumers visit a brand’s website for the first time to do something other than make a purchase. But with conversational commerce, behaviors might switch into something new and make therefore skeptical buyers purchase since day 1. It is mainly due to the fact that they do not find immediately what they are seeking, websites are not attractive or easy to navigate.
As a matter of fact, a lot of digital companies using artificial intelligence (AI) are proposing their services to companies in order to support them with this issue. Therefore, it helps them engage the buyer by talking with him and answering to his questions, engage with the e-shop and never lose the direct contact with the company. Successful brands will prioritize real-time, always on communication by embracing a mobile-first mindset and using technology to respond as soon as, or even before, a customer reaches out.
But it doesn’t only benefit the customer, because since this last is happy, the company is also happy. Conversational commerce has brought four main benefits to businesses :
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 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. It is a 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 making a comeback is the rising popularity of mobile commerce : eMarketer 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 earlier, the market is being harder to handle : managing the competition while being all the time present for the consumer is a big challenge for companies and if they do not follow the right pace, they might lose market share and also lose the most important : 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 of potential leads or 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.
Next step ?
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 when we think about conversational commerce is “convenience”. And at Marketeer, we believe in your business and can help you sell more by making it really work, developing a strategic consulting and business intelligence and therefore 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 :
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