Marketing and customer service are evolving—and mobile is taking over! In just a year, the time spent per day on mobile devices has increased by seven minutes: people spend on average about 3 hours and 15 minutes per day on their smartphones! The focus has shifted not just from desktop to mobile, but also to highly personalized, bite-sized experiences. With conversational marketing, you can make the most of these interactions.
Talk in real-time – with the help of automation
When you send out a promotional campaign, you’re speaking directly to customers. You can identify trends and patterns from how they react. But communication is always flowing in one direction.
Conversational marketing, on the other hand, involves dialogue and instant, real-time reactions. Your audience can talk about what they want, when they want to—as long as you’re available. But how can you be accessible 24/7 without hiring an expensive human team? You need an automated system. And that’s where a Chatbot comes in!
Deliver real-time communication
With conversational Chatbots, communication can be rapid and responsive. Customers can get answers any time, day or night—and this is important. Today, people expect nothing less than real-time communication with their favorite brands!
What’s more, Chatbots can be connected to your existing CRM data to answer questions and personalize the user experience. For instance, you can script your Chatbot to fetch relevant information, such as a customer’s order summary or password details.
Creating structured conversations
At the most fundamental level, a Chatbot must offer an understandable conversation. Access to customers’ data is key but there’s much more to it than that. For a Chatbot to answer queries correctly, it must use a decision tree to work out what’s being asked. This means the Chatbot will ask a series of questions to zero in on the customer’s exact needs and identify their intentions.
Programming a decision tree is vital step in creating an intelligent Chatbot. But it’s no good if it can’t understand what the customer is saying. Language can be ambiguous, confusing and highly complex: a single word can have multiple meanings. But thanks to Natural Language Processing (NLP), this isn’t a problem. Through NLP, the ChatBot can comprehend the meaning behind the customer’s words. It can therefore have real, coherent conversations, whether it’s in English, French or Russian. NLP means the bot will understand some, if not all, of the conversation.
With conversational marketing, communication doesn’t need to be one-way traffic. You can push rich content through a Chatbot on Facebook Messenger and now you can also deploy pull campaigns, where customers come to you. The latter can be a powerful weapon in your marketing arsenal, but only if your brand is ready to listen to customers.
When conversational marketing works well, it’s a treasure trove of information. By linking Chatbots to CRM software, you can build up a mass of valuable data. You can then use this to create highly targeted and personalized campaigns that cement customer loyalty—all while filling in the finer details of your customer base and profiles.
Customized, real-time interactions and structured conversations can play a key role in increasing customer loyalty. Want to create an effective conversational strategy? Talk us here at myElefant!