Customer Chatbot Conversation
Chatbots and conversational marketing are enabling companies to make great strides into improving customer experience.
These are the questions that brought potential customers to your landing page in the first place. These are the seeds from which meaningful conversations are grown.
As well, this is the cadence of typical conversations. It’s hard sometimes to realize that much of the media today is one-directional. As David Ogilvy, a legendary copywriter said so eloquently,
“Write the way you talk. Naturally.”
However, your website copy is telling people, or more specifically, your customers: “We do this. We do that.”
And that’s fair, for most of the history of marketing we’ve been in a place where you have had to speak and have not been able to listen.
So modern copywriting techniques evolved, trying to replicate conversations. This resulted in HUGE advancements in direct mail and content marketing. Great techniques were developed that were damn near bullet-proof. Still, even with the rise of Social Media the conversation streamed primarily one way. As Spencer Waldron, the European Regional Director of Prezi, said
“Even social media – which promised two-sided conversation – simply became another broadcast channel for brands.”
We’re now standing at a crossroads, where we finally have the technology to make our copy not merely “conversational” but to truly engage in omnichannel conversations with customers – reaching them in the channels of their choice.
“Conversational marketing is the ability to have 1:1 personal conversations across multiple channels – meeting customers how, when, and where they want. It is more than just live chat – it extends to phone calls, texts, Facebook Messenger, email, Slack, and more — basically any channel in which a customer wants to communicate with your brand.”
More importantly, we can make this happen without having to hire a giant sales team!
Chatbot software has given us a means to make our copy think on its toes, and respond in the moment. Conversations that make it simple for people to engage with your business or brand have become a necessity today.
Do chatbots and conversational marketing work?
- $8 billion will be saved by 2022 from businesses using chatbots according to IBM
- 85% of all customer interactions will occur through chatbots by 2020 according to Gartner
- 53% of customers would happily message rather than call a customer service agent
Using Chatbots to Increase Prospect Conversion
Responding in the moment to a lead or current customer leaves a better impression and allows your business to begin building real relationships. Let’s be honest, no one today is willing to wait 24 to 48 hours for an email response.
After just 5 minutes of waiting, research from Neil Patel shows a 10x decrease in opportunity to generate a lead. Customers have come to expect quick responses. In fact, in the same study 9 of 10 people stated having a chat option was “expected”.
The bottom line here is that conversations convert!
But the problem is that brands don’t know how to build conversational content… yet.
Chatbots Improve Customer Experience
Conversations are a holy grail. You can learn so much from your customers through simple conversations. Why do you think large businesses make it a point for their sales or support teams to record phone calls with customers? But you shouldn’t stop here.
The transition to Conversational content and chatbots are a natural progression for which your customers have been primed for decades.
We started in the 90’s with Clippy and Voice-to-text on your PC. Remember those days? Then we saw the rise of rudimentary chatbots like Smarterchild back in the days of AIM. And then we saw more mature rule-based chatbots, “if this, then that” chatbots for actual business, like KitCRM for buying ads and Siri/Bixby/Alexa for managing your digital life.
Back in 2016, we started working on a conversational educational app, WeGrow, in the horticulture space. Constant experimentation taught us how to improve the user experience with a conversational agent.
Everything from a greeting to the right time to send a friendly reminder to a user, to how we talked about a particular topic in context of the type of user we were interacting with (e.g. beginner, intermediate, or seasoned grower). At one point, we had finessed our on-boarding experience so much that in the first 60 seconds of a user interacting with their bot, we were collecting 6 key data points that helped personalize how we engaged with that user throughout the rest of their growing journey.
Conversation as Content
Customers are looking for innovative chatbot software that actively engages with people, addresses their pain points at the respective root causes. As Ian Schafer, Kindred said
“Innovation needs to be part of your culture. Customers are transforming faster than we are, and if we don’t catch up, we’re in trouble.”
Accessing usable data about customers is equally important. Knowing your customers and their pain points gives you the power to help them. As Carly Fiorina has stated so well,
“The goal is to turn data into information and information into insight.”
This conversational realm is moving at hyper-speed, even more with the rise of faster, cheaper, and less technically challenged machine learning platforms. The earlier one starts, the more interactions and data one can analyze and turn into actionable steps to achieve a better customer experience.
If you’re looking to provide more value to your customers and your leads…
If you’re looking to turbocharge the effectiveness of your sales and support teams…
Then we are looking for you.
I invite you to browse around our website and learn more about how we helping businesses address customer pain points through our AI-powered conversational interface.
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