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Conversational Marketing and Customer Experience: The Value of Chatbots and Customer Satisfaction
Conversational Marketing: How to Build Trust and Strong Customer Relationships
is a next-generation approach, involving one-on-one conversations that are relevant to customers on their journey to purchase. This strategy, especially interactive and therefore more personal, makes the
consumer listen and contributes to fostering long-term relationships.
Younger customers especially expect a high level of experience and may be tired of one-way messages where there is no room for dialogue. Conversational platforms, for their part, allow a dialogue between companies and consumers to ensure that companies can gather opinions, analyze data and obtain strategic information that helps improve business performance.
Real-time conversations with customers allow companies to build trust and foster strong relationships. . Suffice it to say that most companies spend 30% of their time on low-value activities that can be automated. 50.7% of companies believe that they can respond more quickly to their consumers through conversational marketing. According to a Hubspot study, 90% of respondents say that an immediate response is very important, and Chatbots Magazine states that companies can reduce customer service costs by up to 30% by implementing a conversational chatbot.
Conversational Marketing and Consumer Engagement
In
conversational marketing, therefore, the emphasis is on consumer interactions
rather than top-down transmission from the company, with the goal of building consumer relationships and building trust through meaningful conversations. The strength of this strategy lies in
making the user feel really involved
and not making him seem like a mere passive recipient of a unilateral communication.
You have to make sure that the user has a smooth path through the funnel and this is achieved by using tools that are able to communicate with the user in the way they want, perhaps with tools that integrate the different options of messaging, phone calls, social media on a single platform.
Conversational marketing is becoming more and more important because the shopping experience is currently just as important as the product
(in some cases even more so). Interacting with the customer, who increasingly wants to communicate with companies and give their opinion, offers a direct opportunity to convert.
Artificial intelligence, chatbots and customer service
Chatbots are great tools for functional marketing. For example, when entering some sites a message appears that encourages visitors to click and interact, engaging in a short conversation with what is actually a lead capture tool. The AI-powered service will ask questions to understand what the customer’s real needs are, trying to engage them in a real and meaningful conversation with the brand.
Thus, the chatbot helps qualify contacts and leads the user to the right operator to handle complex questions, or it can directly complete the sales process if the purchase intention is simple.
The conversational marketing platform provides staff with user notes and answers to questions, allowing them to guide the consumer through the various options, with the goal of building customer loyalty and satisfaction.
who will appreciate being followed and supported throughout the entire customer journey.
Areas of application of conversational marketing
According to Facebook data from Hubspot,
66% of consumers trust brands more than they use instant messaging apps.
as a customer service channel because they are quicker to respond and also offer some customization.
Conversational marketing is suitable for B2C companies while for B2B companies, the question varies depending on the sector. Since the questions in B2C tend to be more repetitive and less complex than those of B2B. The fields where chatbots are used the most are technology (73%) and retail (67%), followed by manufacturing (57%) and healthcare (56%).
