This article was originally written by Greg Kihlström for CMSWire. Read the article in its entirety here.
While it would be nice if we could provide every customer with their own personal concierge during the buying and post-purchase journey, for all but a handful of brands that simply isn’t possible. What’s more, not all customers even want that level of human interaction any more, with 41% of customers preferring live chat to telephone support (32%) or email (32%) in recent research by Tidio.
Instead, it is incumbent on brands to provide multiple ways to give customers the feeling of quick responses, tailored answers to their queries and an overall personalized experience. One of the tools in a marketer’s toolset that is growing in importance in this regard is what is called conversational marketing.
First, let’s make sure we define conversational marketing. As we all know, we marketers love our buzzwords as well as our acronyms, so let’s get on the same page here! There are a variety of tools that can be employed under the umbrella of conversational marketing. These include automated chatbots, more freeform conversational AI, as well as live chat solutions.
In this article, I’m going to discuss each of these approaches to conversational marketing, talk about the strengths and weaknesses of each and how they can work together. Let’s get started!
This article was originally written by Greg Kihlström for CMSWire. Read the article in its entirety here.
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The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
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