This article was originally written by Greg Kihlström for Forbes Agency Council. Read the original article here.
Customers reward brands that demonstrate they know and understand their needs. While this includes things like providing relevant messages, offers, products and services, it also includes the way that brands communicate with them. This not only means the way you send them communications, but also the way that your brand allows customers to communicate with you.
Increasingly, we’re seeing customers wanting to use tools like online chat, which enable them to communicate and get answers to their questions in real time or near real time. This greatly speeds up the ability to make purchase decisions and get pointed in the right direction with product questions, and it can have a positive impact on the customer experience, which increases the chances of a sale.
Conversational marketing approaches can take several forms—from automated chatbots that present a predetermined set of choices, to conversational AI that can adapt and respond to more free-form questions posed by customers and prospects, to live chat solutions that have humans answering questions via a chat interface in a similar manner that they might if a customer called via phone.
In this article, I’m going to discuss three important benefits of using conversational marketing approaches with your customers.
This article was originally written by Greg Kihlström for Forbes Agency Council. Read the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
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