Executive Chris Messina, is used to define the practice of using messaging apps in commerce- e-commerce, to be precise. In other words, lots of conversations in e-commerce world are automated today, and conversational commerce is the term to define those automated experiences.
The convenience of communicating with brands via messaging apps like Facebook Messenger, WhatsApp, Talk and WeChat cannot be overstated, especially in online shopping experiences, and this has its roots in our natural need to communicate, to connect. Voice assistants, which do a similar job based on voice-commands can be put into this category as well. With these technologies, users can chat with customer representatives, get instant support, ask questions, get personalized recommendations, read comments and be directed to pages where they can purchase products or services. Today, majority of these operations are applied by chatbots.
Chatbots are very well received by the users. In fact, they were embraced even faster than social networks. For example, 37% of world’s population are using messaging apps today. And 40 million people are using voice assistants.
What Is The Benefits of Conversational Commerce?
- It is powerful because in addition to making it possible to reach to a greater number of users by automating interactions between brands and their audience, it can also significantly reduce the numberof steps -and the amount of time- the user needs to complete a specific action.
- It creates a two-way communication; it does not only talk to customers and tell them what to do, but can listen and learn from them as well. It recognizes their questions and complaints, and is able to create a connection.
- Brands who apply it correctly, are observed toincrease their annual income by 7% - 25%.
How Does Conversational Commerce Work?
When thinking about conversational commerce and how to apply it to your business, you need to focus on four different kinds of experiences. Here are they with examples:
1- Proactive/Automatic: Customer makes his first purchase from the brand, and the next day, brand sends him an automated message, thanking him for shopping from them.
2- Reactive/Automatic: Customer buys a camera, and finds out it does not work well. She sends a message to get help from the online shop. The automated system of the online shop recognizes the problem from the message, and redirects the customer to the platform/person to solve her problem.
3- Manuel/FromOne to Many: Let’s say a brand opened 10 new shops, and wants to inform the people living nearby. A specially crafted message is sent to the members of the target audience who live with in 10 miles(16 km) of each shop.
4- Manuel/Oneon One: A discount coupon or a simple thank you note can be sent to a customer, who shared a positive review or a photo comment on a social media platform.
In the upcoming posts, we will be focusing more deeply on how chatbots have become a part of our lives. Stay in touch