B2C communication is both a science and an art. Technology platforms have evolved impressively over the past two decades, from newspaper advertising/flyers/billboards to TV, radio, internet, and mobile (correspondingly adopting mediums like search, social, SEM and SMS). These mediums are a boon for a marketer, both because of the unprecedented reach and data-driven capabilities they offer. But conversely, this has also brought in several pain points.
Customer engagement is central to business success. With everything going online nowadays, customers have come to expect fast, easy, and secure digital experiences. Customers no longer want to respond to emails, download apps, subscribe to pages, or like a page on Instagram / Facebook. Instead, they just want to buy a product, make the payment and carry on. This leaves businesses in a lurch as they have less interaction, reduced engagement and fewer opportunities to exactly understand the future needs of customers.
In such frictional scenarios, conversational messaging, powered by conversational AI, can play a vital role by utilizing the available information faster, automate communication and help deliver an enriched customer experience as well as gain a powerful competitive advantage.
“Connecting with customers in a valuable, relevant manner is as old as marketing itself. But we’ve seen a shift recently in how, exactly, customers want to connect with brands. Strong brand connections are about whether or not the brand helps customers present themselves in a way that’s consistent with their own value.”
Every kind of business ultimately comes down to two main stakeholders: the provider (company or brand) and the customer (buyer). As they do business and engage in transactions, companies and customers often communicate with each other. In the olden days, this happened via phone or snail mail, and later via email and voice-based call centres. But today, the world of brand-customer-brand communications has opened up to include many more channels than ever before – thanks to conversational communications messaging.
A conversational app is one that uses conversational messaging to enable a customer to converse with a business seamlessly, across channels that they are comfortable with. The conversational app workflow takes the customer along an omnichannel journey that may start with a website, leading to an SMS, carry on, on a WhatsApp channel where a Whatsapp chatbot could guide the user to the culmination on a mobile app. The workflow could be a commerce workflow or a marketing workflow or a customer support workflow.
Why Conversational Messaging?
Businesses need to engage with their customers in real-time. Customer engagement drives revenues, customer satisfaction and market share growth. Therefore, businesses are always looking for better and newer ways to engage customers. Earlier engagement formats such as web and app were structured formats consisting of screens, tabs and buttons – they require humans to behave like computers; conversational messaging is natural, intuitive and conversational – it forces computers to behave like humans. In that sense, conversational messaging is the most advanced format for engagement.
Upcoming Top Trends in Messaging
- Enterprise messaging apps
While messaging apps such as Whatsapp are incredibly popular with consumers, new apps are emerging to support enterprise requirements. Enterprise tools need to support large teams, advanced workflows, heavy collaboration etc. Enterprise messaging apps are easy to use, can be integrated with backend systems and make collaboration easier by keeping all conversations in one place. Enterprise messaging apps such as Slack, Cotap, Teamchat, etc are gaining rapid adoption in the market. Continue Reading