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Future-Proof Your Tech Stack with Conversational Customer Experience (Infographic)

Future-Proof Your Tech Stack with Conversational Customer Experience (Infographic)

Learn the five key aspects of a conversational customer experience and how implementing them can increase engagement, satisfaction, and ROI.

Consumer behavior has been rapidly changing in the last decade. However, the well-known circumstances have pushed customers to expect and demand even more over the previous two years.

Whether it’s 24/7 availability, instant support, personalization, or being available through the channel of their choice – they expect it, they want it, and it’s here to stay.

Customer service stats
Source: Hubspot

Because of the evolution of customers’ needs and wants, companies have started looking for ways to address these demands and create long-lasting relationships with them.

Partnering with Infobip enables you to have the CX stack that will help your clients do just that. It allows you to drive digital transformation on an unprecedented scale, tailored to your clients’ needs and challenges – now and in the future.

So, how can your clients have the best customer experience possible? By being conversational.

Read on to learn the five aspects of a conversational customer experience and the benefits they can bring to your business and clients.

What is conversational customer experience?

Conversational customer experience is a type of CX that doesn’t only focus on problem-solving. It aims to build long-term relationships with customers that result in greater customer loyalty, improved brand image, and in the end – more revenue.

It uses context and conversations to allow both agents and customers to pick up wherever they left off – and enables marketers to engage customers in a trusted and familiar way. Simply put, it makes it easy for:

  • customers to interact with their favorite brands and receive help when needed
  • marketers to engage customers across their journey – from onboarding to retention
  • agents to provide personalized support, quickly and easily

5 Pillars of a great conversational customer experience

To provide true conversational customer experience, you need omnichannel capabilities, a full overview of the customer, agent empowerment and support, flexible co-creation, as well as data analytics and reports.

1. Omnichannel availability and coverage

It appears every few months a new channel or social media network enters the market and disrupts what marketers thought they had figured out.

Staying connected with customers has become a job in itself. Deciding which channels your customers use and adding them to your tech stack can be confusing, time-consuming, and sometimes frustrating.

According to the latest Microsoft Global State of Customer Service, the majority of customers are still using 3-5 channels to get their issues resolved. 

That’s why an omnichannel approach is what most businesses have turned to over the last few years.

The main goal of setting up an omnichannel communication strategy is to make all the channels you use to communicate with customers work together. This enables you to continue conversations from one channel to another – and with the right solution, your customers can interact with your brand from anywhere at any time, while your agents and marketeers hold access to conversation history and context.

To better understand the power of omnichannel communication, let’s take a closer look at a potential customer journey:

  • Discovery/Consideration: A customer sees a sponsored ad on Facebook and wants to know more about a product. They click the “WhatsApp” button on the ad to open a conversation on WhatsApp with the brand. The customer asks the question and the brand’s chatbot answers it within a few seconds.
  • Purchase: The chatbot prompts the customer to purchase the product if they’ve received the answers to their questions. So, the customer places their order directly in the app.
  • Delivery: Later, the customer leaves the city and loses their internet connection. Luckily, the brand has SMS set up as a failover channel. Because of this, the customer receives an SMS with their package tracking information.
  • Support: A few days later, the customer receives a package, but it contains the wrong item. They contact the brand’s customer support team over Live Chat on their website. An agent answers their query – and because they have the customer’s order information and conversation history, they’re able to resolve the issue within minutes.
  • Retention: The brand later sends an automated message on WhatsApp asking the customer to rate their satisfaction with the product and the brand’s services. Now, they have feedback they can use to improve in the future – and the customer is happy they cared to listen.

It’s easy to see now that if it weren’t for the popular channels the brand was present on and the cloud solution that enabled its employees to engage and support customers in a timely manner, the customer’s experience would have been suboptimal – leading to the frustrations and brand abandonment we often hear of today.

Tip: Partnering with a global cloud communications provider can help you provide clients with coverage anywhere in the world. This gives them a competitive advantage over other businesses that are limited to a specific region.

2. Full overview of the customer

A complete overview of the customers is essential in providing an everyday conversational customer experience. 75% of customers want the agent to know who they are and their history. Unfortunately, the same study showed that customers had this information in only 31% of cases.

Using a customer data platform enables you to connect insights from all online and offline sources including your:

  • Website
  • App
  • contact center
  • CRM
  • ERP
  • loyalty cards
  • payment system

This data can help you create 360° customer profiles that make it easier for marketers to set up targeted, personalized campaigns and for agents to provide fast, personalized support.

Understanding your customers’ preferences, analyzing their purchase history, and making note of how they interact with your brand are all aspects that can help you keep them engaged.

Here are a few examples:

  • providing product suggestions based on their previous purchases
  • sharing special offers based on their loyalty status
  • referencing previous conversations with a chatbot or agent to avoid repeat answers or questions

Tip: Use an omnichannel customer engagement solution that has a built-in customer data platform to make understanding and engaging your customers easy.

3. Agent empowerment and support

Customers aren’t the only ones that struggle with support. Agents experience a myriad of challenges daily.

One of the easiest and most cost-effective ways of supporting your clients’ agents is by introducing chatbots. Most customers want fast answers, and your clients can accommodate them with always-on support through chatbots.

In addition to helping customers avoid long wait times, this also opens up agents’ time to focus on more complicated requests.

Depending on the type of chatbot a business chooses to implement, it can help:

  • Automate answers to frequently asked questions
  • Recognize customer intent to provide detailed answers and support
  • Direct customers to their next step using links and rich media (images, videos, documents, etc.)

Tip: Connect your chatbot to a cloud contact center to enable seamless agent takeover when needed.

4. Flexible Co-creation

A key component of a conversational customer experience is inviting the customer to take part in building your brand. Listening to a customer’s input is equally, if not more, important than sending them offers or providing a solution to their problem.

According to Microsoft, 77% of consumers view brands more favorable if they proactively invite customer feedback.

A good way to invite customer feedback is to use unique, rich features on messaging apps.

Here are a few examples:

  • Create a WhatsApp or Messenger chatbot survey that prompts customers to rate your products/services
  • Enable customers to submit videos or pictures of their ideas through MMS or RCS
  • Set up geo-targeted push notifications around your store locations to engage customers that are nearby

Tip: Using one solution for all types of customer communication will help you keep your entire customer journey connected – giving your employees the insights they need to produce better business outcomes.

5. Data Analytics and Reports

Numbers never lie – which is why most leaders rely on them to make informed decisions for their business.

In fact, 90% of business leaders have improved their customer experience since using data analytics reports.

Keeping track of how customers interact with your brand can help you understand where you need to improve. You can track metrics such as messages sent, delivered, and opened rates – as well as the engagement levels on a certain campaign or the number of participants in a survey.

You can also track metrics to improve internal processes such as agent workload, efficiency, and quality of work.

Tip: Use a solution that tracks data and generates reports automatically to minimize adding tedious tasks to an employee’s to-do list and to ensure you track metrics regularly.

Future-proof your tech stack 

Partnering with Infobip allows you to offer all of these and more to your clients, regardless of how they want to use these solutions – whether through API or a web interface, while also being easy to scale, fast to onboard, and simple to use.

Here are a few examples of how we’ve helped companies around the world improve their customer experience:

  • Flamingo increased its conversion rates, NPS scores, and agent productivity.
  • UNICEF cut donor churn by 33%.
  • Bolt optimized its driver registration journey and secured a 40% rise in conversion rate.

Download our Partnership Guide to see how you can augment your current offerings, help your clients, unlock new revenue streams, and future-proof your tech stack.

This post was last modified on June 14, 2022 and originally published on September 2, 2021.

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