By Sthitaprajnya Panigrahi
Through one-to-one online conversations in real-time, Conversational Marketing is an alternative way to arrest, implement and connect with leads at a quicker rate without having to use lead capture forms. Having this one-to-one interaction is important for any company that want to create remarkable relationships with their customers, as it makes them feel significant and helps build trust. Despite directing campaigns that can reach millions of audiences online at once, conversational marketing is about building personalized experiences through one-on-one interaction with your clients.
Some of the benefits of implementing conversational marketing as a strategy to gain a competitive advantage over other players in the market are mentioned below.
Remaining occupied 24X7, customers can no longer wait for their queries to be answered as per the convenience of businesses. With plenty of vendors floating in the market, this absence to attend to their questions might provoke the customers to change their preferences. One of the most noteworthy benefits bestowed by conversational marketing is that it works very well for customers and businesses round the clock. It is convenient and whenever a customer wants his questions to be answered the business is available.
Since resources are limited businesses often feel the scarcity of sales executives or product support specialists. Conversational marketing tools are scalable, which means they can assist multiple people simultaneously. No client gets left behind due to the lack of resources. Since everyone receives instant attention, with specific AI-based system can help in prioritizing important matters for human intervention.
While interacting with customers, the conversations should have context instead of showing out the same generic text every time. The AI-based chatbots accumulate data as they learn from prior conversations with customers to distribute a more useful experience. But they fail to add any context in the conversation which makes the customers feel detached from the brand or product.
Apart from providing context to conversations, the implementation of conversational marketing helps in personalizing the customer experience. Instead of interacting with a robot that fails to empathize with human emotion, the option to interact with your brand via conversational marketing humanizes it.
One of the terrific ways to achieve a progressive customer experience is by acquiring and analyzing feedback from current clients. Although this can be a challenging task, conversational marketing ensures brands collect effective feedback. After collecting this feedback about various queries, all these strategies can be implemented to improve the products, services, and processes of the business.
As per a recent study, companies that respond to customers within few minutes of a preliminary contact have the most chance of qualifying a lead. By implementing conversational marketing as a strategy, the business has more probability of reaching more audiences across various channels, which can foster stronger relationships and brand loyalty by ensuring strong and continuous support between customers and brands. In the long-term, these tools permit the business to acquire a growing amount of useful information about customer preferences, which makes the conversations more eloquent and customized. This enables the brands with an opportunity to cross-sell and upsell along with encouraging the customers to share and refer others.