How does conversational marketing revolutionize customer service?

The internet gave voice to a new customer profile, who is more informed and demanding. That’s why companies need a new customer relationship strategy to keep their relevance.

In this scenario, conversational marketing, or conversation marketing, emerges as a way to meet this new audience’s demands, who is a more qualified customer regarding to the relationship with brands and shopping experience.

What is conversational marketing?

First of all, managers need to know how conversational marketing works. The concept refers to the need of communication between brands and consumers to be a two-way street. That is, the two sides can send and receive messages, providing feedbacks and requests promptly.

The idea is that humanization and the readiness of service attention are essential elements in the relationship with the client. But this does not necessarily mean human agents.

In this strategy, the humanized service is one that values agility when responding, contact personalization and message contextualization. This mindset makes customer interests at the center of the approach and relationship.

Therefore, your company needs to prepare to offer this kind of customer service. Keeping an eye on the consumer journey and the best communication channels, you can deliver the right messages when being convenient (like e-mail marketing, reminders, etc.). In addition, it is also necessary to track and incorporate customer feedbacks, such as criticisms, doubts, suggestions and others.

How do conversational marketing impact customer relationship?

It is clear that conversational marketing is connected to customer relationships. This strategy shows the company’s ability to communicate properly with consumers and meet their expectations.

This way, when incorporating conversational marketing, your company must keep in mind the need of personalized and humanized service for the success of the interactions. Also, no aspects of customer history should be disregarded when contacting him.

For example, it is important to consider certain topics in the customer relationship:

– The appropriate language for that customer;

– His preferred channel for interacting;

– His previous purchases;

– His interests;

– And even doubts and complaints.

Among the main resources that enable conversational marketing, there are the virtual agents. These are, for example, chatbots and agents that help to automate service and to guarantee a good customer experience.

These virtual agents can also be integrated with various tools such as CRM, inbound marketing, and sales funnel. In addition, they are tied to technologies such as artificial intelligence and machine learning, what helps to have a constant improvement of the relationship with the client.

How to develop this solution in your company?

To deploy a conversational marketing strategy, your business needs specialized software, such as OlosChannel.

OlosChannel is an omnichannel platform that monitors the client’s journey. The software communicates with the consumer considering aspects such as the most used service channel, relationship history and customer preferences.

By using it, your company can perform a customized service, with efficiency and quality in the contact. This raises the chances of successful interactions with customers. Learn more and get in touch here!

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