How to Use Conversational Commerce To Change Your Business

From increasing conversion rates to receiving more on-time payments, the results from brands that have embraced conversational commerce speak for themselves. Conversational commerce can help brands resolve inquiries and satisfy customers.

Conversational commerce means using messaging and bots to enable two-way conversations with your customers. You won’t  just tell your customers things like “Hey, we’ve got a promotion on these products today.” You can have a conversation in real-time about ways you can help them shop, find what they need, and complete transactions..

Conversational commerce enables you to listen and learn from your customers while building a solid relationship. That relationship means everything to your business.

Here’s a few of the biggest benefits conversational commerce can bring to your business:

  • Increased sales  
  • Broader reach and engagement
  • Higher customer satisfaction 

In this article, we take a look at how conversational commerce can change your business. We review the solutions that help businesses enable conversational commerce for sales and customer service and the simple steps you can take today to get started.

As a quick refresher, we defined conversational commerce in a previous post as the transactions that take place through digital conversations consumers have with brands. These conversations take place on messaging apps like web chat, Apple Messages for Business, text messaging, and even Facebook Messenger.

Conversational commerce is all about answering customers’ questions and concerns when and where they prefer. Your customers are given hands-on, personalized support, across the digital channels they prefer like SMS/text, live chat, and social media platforms.

Consider how differently the conversational commerce experience is with technology’s help:

  • With proactive chat on your website, chatbots or human agents can intervene at critical moments, like when a visitor toggles back and forth between two product options or hesitates at checkout to help them make a decision
  • Rich Communication Services (RCS) like Apple Messages for Business and Google’s Business Messages enables agents to present products in carousels, schedule appointments, and collect payment, all within the messaging conversation.

The possibilities are limitless. Small and large brands alike are using conversational commerce to reach customers, boost sales, and interact in a personal way with consumers. But where do you start?

Conversational commerce is all about answering customers' questions and concerns

Where Do You Start With Conversational Commerce?

The answer for this question is the same as others where there is no hard, fast, or linear answer — it depends. Where you start depends on a few key things:

  • Your business goals and any identified opportunities for improvement
  • How your customers currently contact you
  • Pain points within your customer’s experience that you want to address

Let’s say you own retail stores that sell outdoor apparel. In-store sales have dropped dramatically so your company has decided to have a summer sale that is heavily promoted across your website. You’ve also decided to test Facebook ads to reach new customers. A lot of retailers probably can relate to this scenario and understand how important the sale is for year-end results. Every transaction counts.

Now, let’s say you’ve kicked off that sale and are getting inundated with calls. Customers are having trouble with the promo code at checkout. While some may stop and call, others may decide to just abandon their cart never to return again. Since you kicked off Facebook ads, you’re also seeing a huge spike in conversations in Messenger about the promo code and other product questions as well.

This is where conversation commerce changes the outcome. With messaging, customers are able to easily reach you either on your website, text, or Facebook Messenger while shopping or while they are trying to checkout. By bringing all interactions together in one platform your business saves time and your customers receive a faster, more fluid experience.

Quiq has helped many large retail clients overcome situations just like this by implementing messaging. Because Quiq supports messaging across SMS/text, web chat, social, Apple Messages for Business, and Google’s Business Messages, companies have the option to start with one or all of the channels.

How Do You Scale Conversational Commerce?

Now. you may be thinking, “That’s all well and good but I still need agents on the other side of the conversation.” Ah, yes but no one said they all had to be human agents. Remember when we mentioned chatbots before?

The beauty of conversational commerce is the ability to automate conversations using chatbots. Chatbots allow brands to scale while still offering a personalized experience.

In our retail scenario above, a chatbot could greet the customer, ask questions to understand the customer’s intent or issue, and then present information to guide the customer along. For example, after collecting some information, the chatbot learns that the customer needs help with a purchase, specifically, they need to know where they can enter the promo code.

The chatbot can inform the customer that they’ll have the opportunity to enter the promo code after they enter their credit card number and confirm their purchase. The chatbot can also share a screenshot of the screen with the exact field where the promo code can be entered. If the customer is still having trouble, the bot can seamlessly introduce a human agent into the conversation for further assistance if needed.

Quiq clients have seen call volumes drop by 20% as customers switch from phone calls to messaging. At the same time, customer service agents are able to handle 6 – 8 concurrent conversations. This boost in agent productivity translates directly to the bottom line and to customer satisfaction scores.

Elevate The Online Purchasing Experience With Conversational Commerce

Now is not the time to get sweaty palms about a digital-centric approach to your commerce business. Now is the time to use conversational commerce to change your business for the better.

Conversational commerce isn’t just an easier, more useful way for consumers to shop.  It’s also a way for brands to continue growing eCommerce revenue.

Ready to support your customers quickly, boost conversions, reduce sales and support costs, and increase customer satisfaction? Contact one of our conversation experts to discuss the future of conversational commerce in your business.

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