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Learn MoreLearn MoreLearn MoreConversational commerce refers to the intersection of eCommerce and communication applications, such as chatbots, live chat, messaging and chat apps, and voice assistants. For example, a customer goes to an online store for a product but is confused about its specifications, so they select the store’s live chat and are met by customer service. The consumer requests information and is given the correct one that they need.
Conversational commerce is often characterized by enhanced customer service, increased customer loyalty and revenue, and lower operational costs. The stronger the customer service, the better the relationship is between the business and the consumer, resulting in an inclination to be faithful to the brand (a sign of a repeat customer) as good customer service positively impacts customers. Overall, this contributes to a positive customer experience which immensely increases business revenue. By covering the manual labor of workers, conversational commerce paired with AI can help lower costs for a company, and relieve staff of their workload, allowing them to focus on their tasks and utilize their skills in other aspects of the brand. Chatbots can be equipped with AI, mimicking customer service and assisting customers with their inquiries instead of an actual worker.
Establishing a sort of conversational commerce is necessary for a brand. However, they’ll have to be wise if choosing only one. A staff member in the role of customer service can be beneficial. Talking to another human being also plays a part in customers feeling more connected to the brand. Customers can have a conversation with them and air out their complex inquiries or difficult issues, making it possible to get a specific, instant response. Unfortunately, customer service isn’t always available. Sometimes consumers have to wait for a reply which can discourage them from being loyal customers. In comparison, chatbots and voice assistants are seen as better choices as they’re constantly available 24/7 and quick to meet the needs of customers. Nevertheless, those features can be overlooked when a customer has a difficult, complex problem that requires a human’s assistance. A frustrating ordeal experience is what the customer goes through, prompting them to reconsider shopping from the same brand.
A combination of human customer service and AI can help counteract the negatives each mode of conversation has. Artificial Intelligence can be responsible for simple inquiries, whereas a customer service worker can deal with complex issues. The two types of conversational commerce can yield more revenue and improve customer experience.
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