Conversational commerce - the future of customer service
Conversational commerce is a concept that denotes brands interacting with users using applications such as Messenger, WhatsApp or WeChat. It is relatively new since it was used for the first time in 2015.
Currently, the popularity of conversational commerce in Poland is growing slowly, but the first attempts to use bots in contacts with users are already appearing.
What is conversational commerce?
Automation of communication, i.e. conversational commerce, takes place using properly programmed chat bots. It is thanks to them that the client does not have to search for information on the website, it is enough to send a message in one of the messengers and almost immediately he will receive the information he is interested in.
This is due to bots - software that automates activities that the average person can easily do on their own. Currently, the most common group are the so-called chatbots, which during the conversation are supposed to give the impression of a conversation with another person, not software.
Currently, bots have become loud thanks to Facebook, which introduced the Bot Store to Messenger, enabling companies to integrate with a chat bot.
Conversational commerce is not that terrible!
Currently, bots are mostly the domain of large enterprises. However, smaller companies that see the potential of this technology are also slowly entering the world of conversational commerce. Arguments that testify to the future increase in the popularity of conversational commerce include:
- Use of the popular messenger
It is not necessary to install additional applications to use chat bots. Everything is done using the most popular instant messengers, such as Facebook Messenger or WhatsApp. As a result, customers increase the comfort of communication with the brand through the use of common applications.
- Multi-channel
The concept of multi-channel means the possibility of continuing a conversation on various devices. It manifests itself, for example, in starting a conversation on a smartphone and continuing on a computer or any other device with Internet access.
- Access to user information
By using popular applications, companies have access to basic data about the user (name, gender, etc.). This allows you to adjust the personalized message in an even better way, and thus get to know your target group more precisely.
- Benefits for consumers
Conversational commerce also benefits users. Namely, thanks to this, their current purchasing path is shortened and they no longer have to waste time searching for information about the product on the Internet and on the seller's website. Thanks to bots, access to information is much faster and does not require such effort from the user.
Conversational commerce is definitely the future in customer service.Currently, we can observe the development of technology, which in a few years' time will be able to largely replace a human being and help a potential client obtain the most interesting information possible. That is why it is worth observing this process with interest, and even trying to implement conversational commerce in your company.
This process will facilitate the functioning of small businesses and new start-ups. They will not have to bear any additional costs related to customer service. A properly programmed bot will be able to successfully replace expensive sales applications, and the product will be purchased directly from the conversation level. It may still seem unlikely at the moment, but it is the direction in which the future of online commerce is heading.
