Why Conversational CX is the Modern Marketer’s Most Powerful Tool

Today’s customers are more connected and better informed than ever before. The stakes are high when it comes to making purchase decisions, and your competitors are only just a click away. That’s why product and pricing alone aren’t the only things that are important. You also need to offer a conversational customer experience that’s personalized to the unique needs of every individual.

Customer experience is the new marketing, and it has always revolved around facilitating meaningful conversations and building relationships with customers. Being personable and human in your approach is now the key to maintaining a solid brand reputation in the age of online reviews and social media.

But CX is still widely viewed as purely transactional, focused on interactions like open support tickets and time spent waiting for someone to answer the phone. However, it is time for the focus to shift towards conversational CX, which focuses more on the relationship element. After all, it’s through conversations that you get to know what customers like and dislike, and it’s what helps you build detailed profiles of your customers.

Today’s consumers are accustomed to shopping online at any time that suits them, including outside of business hours. While we normally think of chatbots as ways to deliver self-service customer support and answers to frequently asked questions, they can be adapted for use in marketing too. In fact, it’s safe to say that chatbots are now one of the most important tools in the modern marketer’s collection. They’re always ready to enter into a conversation to help maintain a consistent customer experience throughout every stage of the purchase journey.

Easily the most obvious advantage of chatbots is that they’re always available to keep your marketing engine going even when your team isn’t at work or is preoccupied with matters that specifically require a human touch. Chatbots can automate a wide range of marketing routines, such as the following:

• Engage new website visitors or app users with a simple welcome message or a prompt asking them if they have any questions about your products and services.
• Redirect the most promising leads directly to your sales team. For example, any visitor who spends a lot of time looking at the pricing page is likely to be a high-potential lead.
• Upsell and cross-sell to your visitors by automatically suggesting products and services that are related to or complementary to the ones they’re looking at.
• Provide customized quotes and other personalized information to engage users based on previous browsing history and other interactions.

Check out this article for the guide to chatbots and the benefits of using one.

While an AI-powered chatbot might not be able to completely replace human sales teams, it can greatly augment their abilities to boost customer experiences by streamlining engagement both during and outside of office hours and during periods where capacity is limited. That way, sales and marketing teams can focus on providing high-touch customer experiences in cases that demand human interaction.

Facilitating unrivalled customer experiences must be the primary goal of any modern marketer. After all, today’s customers have many more options than they ever have before, and a change of heart is always a click away. Trust, transparency, and meaningful engagement are essential ingredients for success, especially in the age of online reviews and feedback on social media.

A conversational customer experience powered by an AI chatbot is a complex art and science, whereby text- and speech-enabled assistants can automate routine communications. These are built on a subset of artificial intelligence known as natural language processing (NLP), in which machines deliver a more human experience by offering personalized experiences in a more natural communication environment. This is far more efficient than manually searching through knowledge bases and other resources, thereby reducing friction between your brand and its potential customers.

More than ever, the experience customers have when interacting with your brand is the new marketing dynamic. Modern marketing focusses on the unique needs of the customers, rather than relying on interrupting them with generalist ads and a lack of personalization. A chatbot can work wonders for facilitating one-to-one conversations at any scale and helping potential customers through each stage of their purchase journey.

AiChat is a powerful conversational customer experience platform that ensures you’re always available to engage your target audience across all chat channels. Contact us today to book your demo.