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Conversational marketing and customer experience: the value of chatbots and customer satisfaction

15 February 2023

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SUMMARY

Conversational marketing: how to build trust and strong relationships with customers The conversational marketing is a next-generation approach, which involves one-to-one conversations that are relevant to customers during their path to purchase. This strategy, which is particularly interactive and therefore more personal, makes the consumer listened to and helps in the promotion of long-term relationships. Especially younger customers expect high-level experience and may be tired of one-way messaging where there is no room for dialogue. Conversational platforms, on the other hand, enable a dialogue between companies and consumers, ensuring that enterprises can collect feedback, analyze data, and obtain strategic information to help improve business results. Real-time conversations with customers enable companies to build trust and foster strong relationships. Suffice it to say that most businesses spend 30 percent of their time on low-value activities that can be automated. 50.7 percent of companies believe they can respond faster to their consumers through conversational marketing. According to Hubspot research, 90 percent of respondents said an immediate response was very important, and Chatbots Magazine said companies can reduce customer service costs by up to 30 percent by implementing a conversational chatbot. Conversational marketing and consumer engagement The conversational marketing thus places emphasis on…

Conversational marketing: how to build trust and strong relationships with customers

The conversational marketing is a next-generation approach, which involves one-to-one conversations that are relevant to customers during their path to purchase. This strategy, which is particularly interactive and therefore more personal, makes the consumer listened to and helps in the promotion of long-term relationships.

Especially younger customers expect high-level experience and may be tired of one-way messaging where there is no room for dialogue. Conversational platforms, on the other hand, enable a dialogue between companies and consumers, ensuring that enterprises can collect feedback, analyze data, and obtain strategic information to help improve business results.

Real-time conversations with customers enable companies to build trust and foster strong relationships. Suffice it to say that most businesses spend 30 percent of their time on low-value activities that can be automated. 50.7 percent of companies believe they can respond faster to their consumers through conversational marketing. According to Hubspot research, 90 percent of respondents said an immediate response was very important, and Chatbots Magazine said companies can reduce customer service costs by up to 30 percent by implementing a conversational chatbot.

Conversational marketing and consumer engagement

The conversational marketing thus places emphasis on interactions with the consumer and not on top-down transmission by the company, aiming to create relationships with the consumer and building trust through meaningful conversations. The strength of this strategy lies in the Make the user feel truly involved and not to make him seem like the mere passive user of one-sided communication.

You have to make sure that the user has a smooth path down the funnel, and this is achieved by employing tools that are able to communicate with the user in the way they want, perhaps with tools that integrate the various options of messaging, phone call, social media into a single platform.

Conversational marketing is becoming increasingly important because the buying experience is currently as important as the product (in some cases even more). Interacting with the customer, who increasingly wants to communicate with companies and have a voice, allows for a direct opportunity to convert.

Artificial intelligence, chatbots, and customer support

I chatbots are great tools for functional marketing. For example, when entering some sites a message appears encouraging visitors to click and interact, entering into a brief conversation with what is in effect a lead capture tool. The AI-driven service will ask some questions to understand what the customer’s real needs are, trying to engage them in a real and meaningful conversation with the brand.

The chatbot thus helps to qualify contacts and lead the user to the right operator to handle complex questions, or it can directly complete the sales process if the purchase intent is simple.

The conversational marketing platform provides staff with notes about users and answers to questions, allowing them to guide consumers through the various options, with the the goal of retaining and satisfying a customer, who will appreciate being followed and supported throughout the entire customer journey.

The areas of use for conversational marketing

According to some Facebook data captured by Hubspot, 66 percent of consumers trust brands that employ instant messaging apps more as a customer service channel because they are quicker to respond and also provide some personalization.

The Conversational marketing is suitable for B2C companies, while for B2B companies the issue varies depending on the industry since questions in B2C are generally more repetitive and less complex than those that are carried out in B2B. The areas where chatbots are most employed are tech (73 percent) and retail (67 percent), followed by manufacturing (57 percent) and healthcare (56 percent).

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