In 2022, conversational experiences will build strong bonds with customers
The experience of loyalty is replacing brand loyalty, so it is more important than ever to interact with consumers in the moments that matter to them. Experiences and transactions with consumers are becoming conversational. Therefore, it is essential to use conversation throughout the entire life cycle and sales funnel. Why? Because it consistently provides a flawless and personalized experience.
In the wake of the digital transformation, companies are facing the challenge of how to reinvent their business models to remain competitive and, above all, how to meet the changing consumer needs. We gradually accepted that nothing will be the same as it used to be. We have learned to go with the flow, especially through flexibility, quick responsiveness, accelerated digitization and constant (re)shaping of the shopping experience. This creates an experience that meets the needs of the time and is focused on the here and now.
Flawless digital experience is the new standard
Flawless digital experiences have completely redefined what your consumers expect from the brand as they move through the sales funnel. Conversational marketing has become synonymous with the new user experience on digital channels since consumers want answers immediately.
The expectations of our consumers are growing in spite of the numerous, accelerating changes we face. Digitally empowered consumers demand direct and authentic communication, personalization, quick response and 24/7 accessibility from brands and companies. When these expectations are not met, they become frustrated. In a world that is becoming increasingly complex and chaotic, people are looking for clarity and as little friction as possible. The formula of a good user experience is based on simple and great experiences. It is the marketer’s task to create them by building on trust and conversation.
THE CHARACETRISTICS OF AN EXCELLENT CONVERSATIONAL EXPERIENCE
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Immediate response
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Authenticity and friendly interaction
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Quick and easy accessibility
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Integration of different channels
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The importance of the conversation or content
Conversational marketing promotes a great experience
Direct and clear communication and intuitive chat interfaces are the main advantages highlighted by users of conversational marketing in various studies. Positive experiences with the use of conversational marketing solutions are characterized by quick, accurate, clear and friendly answers to consumer questions. The communication solution should be friendly, accessible and easy to use.
Inaccurate information and slow response times halt your customer's shopping journey in its tracks. Bad shopping experiences are not only bad for your consumers but can also be disastrous for your business. The rule of thumb is that it takes 12 positive customer experiences to replace one negative experience.
Employee engagement can enhance or interrupt your consumer experience
A lack of staff who are committed to building positive relationships with your customers can be a problem in today's world of instant communication that requires quick responses. Poor communication, which also includes a lack of willingness to help or enthusiasm when talking to a customer, can jeopardize your relationship with him. Particularly when it comes to long-term customers, such a loss can be painful for the company.
Consumers have better access to resources, content and data today than ever before. The digitization of products and services is becoming a business necessity and more and more business is done remotely. Successful companies are adapting to new consumer purchasing channels and are creating new user experiences.
Consumers prefer to buy through chat tools
Many digitally mature companies have already implemented conversational marketing into their business. In order to communicate with consumers via chat, they use AI-driven chat bots that instantly respond to consumer needs, offer personalized answers and customized offers. Chat bots have become a key channel in multi-channel campaigns that integrate e-mail, text messaging, digital ads and social media posts.
A LivePerson survey found that more than two-thirds of consumers are happy to research or buy products through chat and are even more likely to make a purchase when they receive additional product information.
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FROM BROWSE TO BUY
This preference for messaging is increasingly driving shopping preferences, presenting an opportunity for brands to drive increased
revenue by offering this communication option.
Source: Report: Conversational AI is brilliant for business: 2021 Consumer Preferences Survey; LivePerson; October 2021
77% are more likely to make a purchase if they could browse or get answers over messaging.
A huge majority (83%) of consumers would browse or buy products in messaging conversations.
Seamless conversational experiences in 2022 will set leading companies apart from the pack. Conversational marketing can help you attract new consumers and help you retain them with great, personalized and direct communication that remains empathetic to their needs. It trengthens your relationships, creates stronger bonds, and hence has a positive impact on your income. As a result, investing in conversational marketing and conversational experiences will be profitable in 2022.
