In an ideal world, every brand would be able to dedicate enough resources to give each customer the time and attention they need. Nothing can be as annoying for a customer as a bad or lacklustre customer service experience, where they feel that they were not being given the attention they deserved.
If a brand gives too many of their customers this kind of experience, they may find that they don’t have as many customers after a while.
In a survey of Fortune 500 marketing professionals carried out by LiveWorld, 52% of respondents thought that advances in technology would allow them to engage in meaningful two-way conversations with their customers. Social media, messaging apps and, in particular, chatbots are seen as effective tools to usher in ‘conversational marketing’.
“Conversational marketing is disrupting the brand playbook as consumers spend more time in messaging apps,” said Peter Friedman, Chairman and CEO, LiveWorld.
“Marketers must employ two-way dialogue tactics to boost consumer engagement, be in the moment, and foster lasting customer relationships.”
Conversational marketing is the shift away from brands trying to dictate to customers how to think and feel about products and services. Instead, through the use of chatbots, auto-responders and tech that integrates live agents, brands can actually converse with their customers in real-time, leading to personalised experiences and lots of lovely data on consumer intentions and behaviours.
Conversing with customers
55% of the LiveWorld respondents wanted to deploy messaging apps for the purpose of delivering better customer service. However, currently less than a third are using the technology to try have a positive impact on customer experience. 43% have deployed messaging apps in order to further marketing campaign goals.
Chatbots are the tool that most marketers anticipate allowing them to talk more with their customers. 40% anticipated that their company would begin to use more chatbots in the coming year.
“Chatbots are altering the future of brand marketing campaigns with conversations between brands and the always-on consumer,” says Friedman.
“Early adoption of messaging platforms enables natural and authentic engagement with customers and provides brand marketers with a competitive advantage.”
Source: marketingtechnews.net; 14 Nov 2017