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Immersive customer experience and conversational experiences: customer expectations and immediate assistance

10 May 2023

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SUMMARY

Conversational marketing: an advantage for companies in customer interaction I consumers want to have a smooth and natural interaction when they approach a company, with the ability to lead the game in this exchange. The conversational experience must allow The opportunity to switch to another channel or to terminate the relationship and resume it later, perhaps with another operator. In fact, customers want to be able to Rely on assistance that does not interfere with their current activities. The conversational marketing will therefore bring concrete and measurable benefit to organizations, ensuring stronger customer relationships. According to a study conducted by Zendesk, a singular unsatisfactory interaction will be enough to prompt a consumer to purchase products or services from elsewhere. Conversational experiences and customer expectations One of the most basic elements of good customer service is immediate assistance, increasingly desired by customers. Users don’t care if it happens through a AI-based bots or with a human agent, but it is relevant that in a conversational experience the interactions are natural, friendly, and personalized. Consumer expectation is increasingly high, so much so that the interlocutor at the company is expected to have complete information regarding their purchases and previous interactions. Underlying these…

Conversational marketing: an advantage for companies in customer interaction

I consumers want to have a smooth and natural interaction when they approach a company, with the ability to lead the game in this exchange. The conversational experience must allow The opportunity to switch to another channel or to terminate the relationship and resume it later, perhaps with another operator.

In fact, customers want to be able to Rely on assistance that does not interfere with their current activities. The conversational marketing will therefore bring concrete and measurable benefit to organizations, ensuring stronger customer relationships. According to a study conducted by Zendesk, a singular unsatisfactory interaction will be enough to prompt a consumer to purchase products or services from elsewhere.

Conversational experiences and customer expectations

One of the most basic elements of good customer service is immediate assistance, increasingly desired by customers. Users don’t care if it happens through a AI-based bots or with a human agent, but it is relevant that in a conversational experience the interactions are natural, friendly, and personalized.

Consumer expectation is increasingly high, so much so that the interlocutor at the company is expected to have complete information regarding their purchases and previous interactions. Underlying these requirements is the practicality, that is, the desire that the company can solve the problem from where it is. It should be noted that a decreasing separation between physical and digital experiences has emerged.

According to a study by Zendesk, 72 percent of customers want immediate assistance and 71 percent want natural, conversational experiences. Sixty-six percent of consumers want interactions not to interrupt ongoing activities, and also 62 percent believe that experiences should flow naturally between physical and digital spaces. Seventy percent of users also expect the interlocutor, whether a robot or a physical person, to have complete context and comprehensive information regarding their customer journey.

Conversational experiences and how companies behave

Currently, according to data from Zendesk, only 42 percent of companies offer two or more support channels and 60 percent of consumers report that they often find themselves forced to interact with agents who have little or no context, which is why they have to provide the same information multiple times.

Customers also complain about service experiences interfering with ongoing activity and the inability to interrupt a conversation to resume it later with an agent who already has the necessary context.

However, many companies are working to meet this essential element of the immersive customer experience, initiating a complex process of redesigning the customer journey. According to Zendesk’s research, 71 percent are actively engaged in reworking customer service and 60 percent intend to implement conversational customer service experiences.

Automation will play a key role in increasing efficiency and providing the right data to agents, who will in turn have to adopt new ways of working such that they offer truly conversational experiences. It will also serve to create new metrics to measure service quality and agent performance. Seventy-five percent said the goal is to make customer service a more conversational than transactional experience.

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