Conversational support leads to better relationships with new consumers

Research shows that 72% of consumers prefer not to contact customer service by phone. They want to take matters into their own hands and find an answer to their question themselves (81%) and now prefer to chat. The latter applies to 61% of consumers, with 75% believing that this creates a closer relationship with the company. This means that the business community is looking for new applications to reach the consumer and strengthen the relationship. The rise of Generation Z makes conversational marketing even more important for future survival as a company. They have grown up in a digital society and have their smartphone in hand 24/7. Do you want to reach them and associate them with your brand? Then, as a business, you’ll have to switch from your own channels to the one they prefer, says Thijs Wolbers of Adwise.

customer’s wish
Eight of the ten most downloaded apps today are social messaging apps like Facebook Messenger, Instagram, Snapchat, and TikTok; It should be clear where the consumer is. This makes multi-channel communication strategy and the use of conversational marketing indispensable to businesses. This also requires the integration of often separate silos for marketing, sales, and customer service for personal communication. In this way, the activities of consumers on different channels can be recognized, providing new opportunities for customer base allocation and segmentation. This may include linking your purchase history and previous contact with the customer service team.

In addition, the integration of silos and communication channels ensures more low-level points of contact with the consumer. Rather than just an email to confirm the due date, the consumer can be constantly informed via reminders and, for example, delivery updates in e-commerce. This reduces no-shows or closed doors. The same applies to following up when the consumer has not ordered anything for a long time, sharing personal promotions and discounts. An added advantage of creating additional touchpoints with a channel like WhatsApp is that the open rate is at least 78% higher than 20% with email campaigns.

The dimension
Another step is conversational commerce, where social media channels are transformed into a sales channel, including insight into lineups and the ability to complete payment directly within the app. This maintains the same benefits of conversational marketing and adds an extra dimension of convenience to both the consumer and the business. For example, the number of touch points can be increased to increase sales – whether it is 7 times out of 10 when the (virtual) shopping cart is left without a purchase. If you want to stay relevant to the consumer – also in the future – now is the time to get into the business of conversation. In five years this will be the norm for the entire Dutch business community. I’m convinced of that, says Ferrel Knechten of MessageBird.

lower costs
To satisfy the consumer’s desire to find answers to any questions themselves, the use of advanced chatbots with automated flows on each communication channel is an important part of the omnichannel strategy. 10% of support tickets handled by phone call now set 90% of customer service costs. Chatbots with automated flows have the ability to reduce call traffic to customer service by 19%. In addition, agents can resolve 2.7 tickets at the time of a single call. In general, this reduces the cost by 30%.

Using social media channels to connect with customers also allows for asynchronous communication. The consumer can call and respond whenever they want and the conversation is always transparent. They no longer rely on queues or accidentally closed browsers, allowing the conversation to start again from scratch. This not only provides a better consumer experience but also has advantages for customer service agents who, due to the asynchronous nature, can handle multiple questions at the same time.

Leave a Comment