This article has been translated from our Spanish edition using AI technologies. There may be errors due to this process. Opinions expressed by Entrepreneur the collaborators are his.
Conversations between a client and a machine they are becoming more common. The arrival of chatbots allowed to solve one of the main challenges of the companies, the attention to the customer, and is that nowadays many people avoid to call by telephone and prefers to send a message through applications like WhatsApp .
Developing positive user experiences is one of the main goals that companies in any industry must meet. Conversational commerce is positioned as one of the tools that encourages the generation of a positive customer journey that translates into higher levels of loyalty, increased sales and commitment. , to name 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 there were already more than 300,000 active. However, its growth has been accompanied by a change in consumer habits.
In recent years we have witnessed the evolution of message communication, from simple texts with functional limitations, to increasingly interactive messages that lead us to a dynamic conversation.
According to a study conducted 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 that they have talked to brands and companies.
Chatbots are gaining in importance in a world where people spend more than four hours a day on their mobile phones, most of them receiving and sending messages. This is an opportunity that companies should take advantage of to start incorporating more efficient communication strategies, such as the customer experience.
Today, brands are not only talking, they are also implementing marketing strategies, selling, tracking orders, surveying their customers, all through instant messaging channels. Undoubtedly, companies that are available on these platforms and allow their customers to transact with them will win in a world where the conversational experience is becoming more and more important.
Send the correct message at the right time
Not everything is limited to sending and receiving messages: the real success of the Customer experience it is based on managing the right message, at the right time and through the channel that the customer wants. Doing so by applying the right formula allows for a better conversation with the end customer, this way you can get increased sales and consumer satisfaction, ensuring greater commitment .
Conversational trading helps to create positive shopping experiences and increase customer satisfaction wherever they are. Currently, the country where this way of communicating with the customer has developed the most is China.
Brands like Netflix, Louis Vuitton, Gucci or Yves Saint Laurent have them WeChat accounts, the leading courier service in China, through which you can locate physical stores, make payments through the same app, as well as buy discounted products. special for customers who use this system.
Main challenges in implementing the customer experience
The growth of digital sales is key to simplifying and automating communication with the customer, 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 for possible errors before making an official launch. Once implemented, it is key to take a constant look at the data and information to measure the quality of the user experience or the effectiveness of the tool and to be able to progressively improve it.
In a world where more and more Consumers consider phone calls to be ineffective Creating a conversational commerce strategy focused on serving users in an omnichannel way is a real need that companies, from all sectors, must take into account.
(About the author: Stiven Caratgena is the editor of the GeekTime site in Spanish).