This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process. Opinions expressed by Entrepreneur taxpayers own.
Conversations between a client and a machine are becoming more common. The arrival of chatbot allowed to solve one of the main challenges of companies, customer service, and that is that today many people avoid calling by phone and prefer to send a message through apps like whatsapp .
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Developing positive experiences for the user is one of the main objectives that companies, in any sector, must meet. Conversational commerce is positioned as one of the tools that encourage the generation of a positive customer journey that translates into higher levels of loyalty, increased sales and engagement , to mention just a few consequences.
But chatbots are not a recent innovation. Its beginnings date back to 1966, long before the advent of the internet, and by 2018 it had more than 300,000 assets. However, its growth has come hand in hand with changes in consumption habits.
In recent years we have witnessed the evolution of message communication, from plain texts with limitations in terms of functionality, to increasingly interactive messages that lead us into a dynamic conversation.
According to data from a study carried out by Meta, owned by Facebook, it indicates that in Latin America 58% of people say they have sent and received messages from the brands they consume . The same study states that two out of three people in the world indicate having chatted with brands and businesses.
Chatbots take on great importance in a world where people spend more than four hours a day on their cell phones, much of it receiving and sending messages. This is the opportunity that companies should seize to start incorporating more efficient communication strategies, such as customer experience.
Currently, brands not only talk, but also implement marketing strategies, sales, order tracking, customer surveys, all through instant messaging channels. Companies that are available on these platforms and allow their customers to transact on them will undoubtedly win in a world where the conversational experience is becoming more important every day.
Send the right message at the right time
Not everything is limited to sending and receiving messages: the true success of the Customer experience It is based on handling the correct message, at the correct time and through the channel that the client wants. Doing so by applying the appropriate formula allows for a better conversation with the final customer, in this way it is possible to obtain increases in sales and consumer satisfaction, ensuring greater commitment .
Conversational commerce helps create positive shopping experiences and increases customer satisfaction no matter where they are. Currently, the country where this way of communicating with the client has been most developed is China.
Brands such as Netflix, Louis Vuitton, Gucci or Yves Saint Laurent have wechat accounts, the main messaging service in China, through which you can locate physical stores, make payments through the same application, as well as purchase products with discounts. special for customers who use this system.
Main challenges when implementing the customer experience
The growth of digital sales is essential to simplify and automate customer communication, making it increasingly personalized, relevant, secure, immediate and effective.
After implementing a solution such as a chatbot, it is important to run it internally with the appropriate team and audience, monitoring potential failures before making an official release. Once the implementation is done, it is key to constantly review the data and information to measure the quality of the user experience or the effectiveness of the tool and to be able to improve it progressively.
In a world where more and more consumers find phone calls ineffective Creating a conversational commerce strategy focused on serving users in an omnichannel way is a real need that companies, from all sectors, must consider.
(About the author: Stiven Caratgena is editor of the GeekTime en Español site).