How ‘Conversational Business’ Can Improve Both Customer Experience and Results

As a business in 2022, overlooking the power of messaging would be a mistake.

The pandemic, in particular, has allowed customers to communicate with companies virtually en masse. Now, there’s no turning back.

However, the big dilemma in our digital world is always identifying where, when and how customers want to be contacted. What’s more, it’s extremely tricky to know just which communication channels to prioritise - especially if you’re looking to scale.

Getting this balance right can be very challenging, but not engaging in this discussion at all can be very costly.

Embracing a conversational approach to business is an enormous opportunity. But how can businesses seize it and continue delivering high-quality customer experiences at scale?

What is ‘conversational business’?

What is now known as ‘conversational business’ is the use of text messaging applications to deliver scaled, more personalised experiences through either human interactions or, in some cases, chatbots.

This growing trend is set to become the principal way in which businesses engage with their customers. This is because, in its essence, ‘conversational business’ is about connecting with customers exactly how and where they want to connect.

In 2022, that’s through messaging apps, with an estimated 3.09 billion mobile phone users accessing them to communicate last year.

What’s more, the numbers show that 64 per cent of consumers want businesses to contact them via text message more often. In fact, almost two-thirds of consumers in the USA say that they would switch to a company if it offered text messaging as a contact method.

This doesn’t only apply to customer service either. With almost everything (from shopping and banking to healthcare) to varying degrees, now all making use of text messaging, this only strengthens the argument for embracing a conversational approach to business.

Driving results through quality messaging

Growing your customer service offering while keeping customer experiences authentic is a major challenge. However, quality messaging is an extremely powerful tool that allows businesses to form stronger bonds with their clients and, in the long run, drive revenue in a cost-effective way.

Nowadays, everyone’s email inbox is bombarded by offers and campaigns on an almost hourly basis. So much so, that the majority are ignored. In fact, the average person has 1,602 unread emails in their inbox.

By contrast, messaging is now the preferred method of digital communication across all age groups, with the average person taking just 90 seconds to respond to a text message.

With consumers at every stage of the customer journey

Messaging is an extremely powerful tool that businesses now have at their disposal. It’s allowing more and more companies to move beyond the old ways of doing business to get closer to consumers during each step of the customer journey.

1) Pre-sale

Messaging can be used in this stage in a bid not only to boost engagement with your brand, but also to persuade those who are sitting on the fence and get that sale over the line.

This can be achieved in two ways:

  • Instantly answer queries. Sharing relevant supplementary information regarding product specifications or about the service or delivery could be exactly what turns a browser into a buyer.
  • Offer personalised promotions. Having found out what the customer is interested in, you can offer personalised promotions to secure the sale.

2) At the moment of purchase

Even after a customer has decided to purchase a product or service from you, there are still further opportunities to increase results.

  • Make ordering easy. Cut out the metaphorical ‘middle man’ and allow customers to carry out transactions/make appointments/schedule orders via text message. Statistics show that 54 per cent of consumers become frustrated when they can’t text a business. Adding an option such as this will therefore come as a welcome feature.
  • Give personalised recommendations. Knowing what your customer is intending on ordering can be very useful as it presents the opportunity to suggest supplementary products or services that may be of interest to them.

3) Post-sale customer support

Another way that messaging can help to maximise results is by helping to turn one-time customers into repeat customers.

This can be done in the following ways:

  • Resolve customer issues quickly. If a customer has had an issue with their order, allow them to get in touch with you via text message. Better still, use this technology to answer them quickly and get to the bottom of the issue with them in real time.
  • Send reorder reminders. If your product or service is of a recurring nature, encourage follow-up sales by sending reminders when a new purchase is due.

Other benefits of ‘conversational business’

Beyond driving sales, quality messaging has other benefits too.

It can enhance your brand by helping you to appear more human and empathetic. This is something that is lacking in many brands, with a survey showing that 59 per cent of consumers feel that companies no longer offer a “human touch”.

In reality, this means being seen to by a human, not a robot, and being answered quickly. In fact, up to 90 per cent of customers are more likely to be satisfied if they receive attention that is both immediate and flexible. In this context, “flexible” means on a platform that they are familiar with and on which they can respond in their own time - i.e. text messaging.

‘Conversational business’ can also be beneficial in that it allows companies to harvest feedback. Clients are much more likely to give comments via text because it is straightforward.

In turn, it gives them the feeling that their views are being listened to and appreciated.

How Superagent can help

With Superagent, your business can seamlessly embrace ‘conversational business’.

Download our application for desktop or mobile and bring together all of your communication channels in one place.

Fully compatible with email, SMS, Whatsapp, Live Chat... and about 3,000 other apps, connect with your customers wherever they want to be reached.

Seize the potential of quality messaging, drive results and make sure that customers come back time and time again.