By now you may have heard the term conversational commerce. Aside from some catchy alliteration that, honestly, just makes it fun to say, you may not know much about it why everyone’s talking about it. Let’s clear things up a bit.

Conversational commerce refers to the transactions that take place through digital conversations consumers have with brands on messaging apps like web chat, Apple Messages for Business, text messaging, and even Facebook Messenger.

The interactions that take place are powered primarily by chatbots that process consumer messages and offer relevant responses. Conversational commerce takes on many forms and can take place across a multitude of channels.

Here are a few examples of conversational commerce in real life:

• Consumers shopping and completing transactions within a messaging conversation
• Brands helping consumers shop by find a store location or online promotions and deals
• Customer experience agents Interacting with a customer to reschedule an appointment or a delivery

These are just a few ways messaging has greased the commerce wheel, making it easier and faster for business to get done. In this article we’ll take a close look at conversational commerce and what companies need to do to fully leverage its benefits.

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How Does Conversation Commerce Work?

Consider the smartphone — you know, the thing that is essentially glued to everyone’s hands now-a-days — and reflect on how much searching, browsing, buying, and texting takes place on any given device on any given day. Even before it was egged on by mandates, when our normal was just normal, consumers leaned on the ease, convenience, and speed that shopping from their smartphone offered.  

As the world still works through “new normal” restrictions on physical locations, we’ve seen a surge in use as more consumers have looked to online shopping, delivery, and curbside pickup to get through their days. According to comScore consumers spend 85% of their smartphone time using only 5 apps, which tend to be either social media, messenger or other media apps. It makes sense that businesses would marry the power of messaging with consumers preferences.

He predicted these real-time conversations would facilitate more convenient online sales. Mr. Messina has yet to comment on where he picked up that incredibly accurate crystal ball of his, but looks like he was pretty spot on. Now, let’s talk about how your company can benefit from an investment in conversational commerce.

Why Invest In Conversational Commerce 

Consumer expectations of speed and convenience have birthed new innovations that are opening up a seamless communication between brands and customers. Gone are the days where customers were satisfied with dialing an 800 number or having to write an email to get help. 

Whether it’s a chatbot on Messenger, someone managing direct messages on Twitter, or taking orders via text message, consumers will choose brands that go that extra mile to make their experience personalized and efficient. Needless to say, businesses are investing to make that happen.

Consider these statistics by Gartner:

• At least 60% of companies will use artificial intelligence to support digital commerce. 
• 30% of digital commerce revenue growth will be attributable to artificial intelligence technologies, such as those that power conversational commerce. 
• 5% of all digital commerce transactions will come from a bot, such as those that power conversational commerce. 

All of the major trends in commerce over the past couple of decades have been in moving to where customers are. Rather than forcing customers to come to you, you go to where they are. The next generation of that is conversational commerce. 

Create A More Natural Brand-Consumer Relationship With Conversational Commerce

Conversational commerce, much like regular conversations, are meant to build relationships. Conversational commerce is an opportunity to move beyond email blasts, promotional posts on social media, and other communication methods that provide just one-way communication. SMS and other messaging apps enable you to keep your customers informed with updates, and allows them to respond on the same message thread. A real-time exchange of information? Now that’s a conversation.

Creating engaging experiences on these channels are better and easier if your agents have a single view of your customers. Quiq makes it easy for companies to manage conversations with an intuitive agent desktop and native integrations with Salesforce.com, Zendesk, Shopify, and Oracle Service Cloud.

Quiq is architected with an “API First” strategy which means we seek to work in harmony with your existing systems. With Quiq’s integration frameworks you can customize our UI to include data from your internal operations systems or synchronize conversation data into your reporting, customer and other backend systems.

Get Started with Conversational Commerce

Getting started with conversational commerce isn’t complicated. Start with one new channel where customers are visiting every day such as WhatsApp or Facebook Messenger. Better still, start with text messaging, a universally accepted way to engage with consumers.  

If you’re ready to put conversational commerce to work so that your business can thrive schedule some time to speak with one of our conversation experts today.

Augmenting Your Human Workforce with Bots

No, this article isn’t about The Governator or Tony Stark taking over your contact center. It’s about augmenting your human workforce with bots and giving them some superpowers of their own. 

Bots have become commonplace in recent years thanks to platforms like DialogFlow. They’ve been deployed across numerous messaging channels as well as voice. They have become increasingly conversational – using natural language to collect data and trigger workflows. With all of these advances, it might seem as though we’re living in the golden age of chatbots. So what’s missing? 

The biggest omission is that many bot services result in bots that are only aware of the messages they’re exchanging with customers. They neglect the presence of human agents, and possibly other bots, participating within the same environment. 

It makes sense that we ended up here. So much of the recent progress has been focused on increasing the intelligence and capabilities of bots such that they can single-handedly address more types of interactions without human involvement. Indeed, many businesses wish to put a bot in place on their website with no possibility of escalating to a live agent. By this point, many of us have interacted with such a bot with a need that surpassed the bot’s capabilities. 

The Right Way To Combine Bots and Human Agents

The best approach is to combine bots and human agents. The bots can handle the common and repetitive customer intents, which will keep wait times down. Meanwhile, the human agents can help with infrequent or difficult conversations and keep the customer base happy. It’s a win-win for the business and its customers. But what is necessary to create such an environment? We count the top 5 foundational principles of an automated contact center:

1. Shared Customer Session

The first foundational requirement is a shared customer session. This means that all of the messages exchanged between the customer and a combination of human agents and bots are stored on the same conversation record. The same must be true of any structured data that is gathered or extracted from the exchanged messages. We’ve all been through the painful process of providing our personal info over a telephony system, getting transferred, and then being forced to provide the same information again. 

This same problem is prevalent in chatbots and is no less annoying. Many bot services make it possible to receive the session data such that you can inject it into another platform, but this requires custom coding and can result in a disjointed customer experience. Ideally the session data will be tracked and transferred seamlessly and automatically by the system. 

2. Escalation & Transfer as First Order Concepts

In order for bots and humans to cooperate, they must be able to pass conversations between them. This can be accomplished by direct transfer (e.g. a human agent transferring directly to a specific bot) or through escalation (e.g. a bot routes the conversation to a human agent queue based on the intent). 

The concepts of escalation and transfer shouldn’t be arcane things that require custom coding. They should be first-order concepts that are visible in a workflow designer and thus configurable by administrators. Put another way, the ability to move conversations around between segments of your workforce (including bots) should be fully commoditized. 

3. Open-Ended Workflows

The most obvious bot-enabled workflow is to have all conversations start with a bot, which will dutifully deflect as many inquiries as possible from live agents and escalate as necessary based on intent. However, there are many other useful workflows. 

A human agent should be able to transfer to a bot mid-conversation (e.g. to help with a repetitive task) and know that the bot will send the conversation right back to them once the task is complete. Bots should also be able to conclude conversations by doing things like administering in-channel surveys. The bottom line is that, by virtue of commoditized escalation and transfer, you should be able to inject bots whenever the time is right. 

4. Bot Awareness of the Contact Center & Workforce

In the spirit of bots being a cooperative part of a contact center, they should be able to see and make decisions based on information about the contact center and workforce. What sort of data might they inspect?

• Business hours & holiday schedule
• Human agent staffing (how many available agents)
• Estimated wait times and depth of various queues

By making decisions on such data, the bot can do the following:

• Take away the ability to escalate to live agents if queues are too deep
• Limit the supported conversational intents based on the staffing of skill-based live agent queues
• Provide the appropriate guidance and options after-hours or during holidays

The preceding capabilities should be readily accessible in the bot design experience, because these types of requirements can change frequently.

5. Bot-to-Bot Cooperation

The last foundational element has been hinted at several times already. When you think about augmenting your contact center, you should consider not just one, but potentially multiple, bots with specific purposes. While “one bot to rule them all” may sound tempting, by utilizing multiple bots you can keep your bots simpler, more manageable, and also independently updateable. 

This is very useful if your business consists of multiple departments that need to administer their bot flows independently. Of course, the bots should be able to transfer to one another easily and all data should be shared in order to provide the best customer experience.

By now it’s hopefully clear that the ideal bot deployment will consist of bots that are an integral part of your contact center, not something bolted onto your existing operations. At Quiq, we designed our bot framework with this goal in mind from the outset. 

The aforementioned foundational principles are all commoditized and available within visual designers. If you’d like to learn more, please contact us. We believe Quiq can truly give your contact center superhuman powers.

 Author: Kyle McIntyre

Referrals have always had their place in marketing. It’s just that now, your customers have more reach and influence than ever before. Not only can they tell their closest friends about your product or service, but they can post Google reviews, share a social post, or use any number of methods to amplify their voice.

Nielson showed us that consumers believe recommendations from their friends and family over all forms of advertising. An impressive 92% of consumers who responded to their study agreed. We all have seen the power of word-of-mouth marketing grow.

Reaching out to your customers manually, at just the right time, to encourage or request a referral is possible. It’s just that it’s time-consuming and expensive. That’s why so many companies have turned to business messaging to increase customer referrals.

In this post, we’ll explore some of the nitty-gritty details of how to use business messaging to increase customer referrals. We’ll also give you a great example of how one of our leading clients puts messaging and bots to work in their organization to boost their customer referrals.

Why Referred Customers Are So Valuable

Aside from being a really effective form of marketing and making your business look awesome, referrals contribute directly to your bottom line. Here are 3 reasons why you need to make sure you have a healthy mix of referred customers in your pipeline:

1. Referred customers have a lower acquisition cost

Customer Acquisition Cost (CAC) is the price you pay to obtain a new customer. That number includes your total Sales and Marketing. With other methods, you pay for each click and impression that lead up to converting that customer. 

Your CAC is significantly decreased when you recruit your current customers to do the sales and marketing for you. How much it decreases depends on the success of your referral program, if you offer incentives, and if you are manually doing outreach to your customers.

2. Referred customers are more loyal

In an era where consumers have so many readily available choices at their fingertips, it’s not a surprise that brand loyalty has dwindled. It’s more important than ever to reduce your customer churn.

The Journal of Marketing reports that referred customers are 18% more loyal than non-referred customers. When your customers refer you to their family, friends, or extended network, you receive the benefit of the trust and credibility they’ve built up among their community. It’s also likely that referred customers will have a stronger sense of commitment and attachment to your company because someone they know, like, and trust has matched them to your brand.

Customers that refer you also have a higher likelihood of having a long-term relationship with your company. This is why the intention to refer a company is frequently used as an indicator of loyalty to that brand.

3. Referred customers are more profitable

So far, we’ve determined that referred customers are less costly to acquire and have a higher likelihood to be more loyal. But that’s not all. There are also other ways they are generally more profitable for a business. Referred customers are also more likely to refer others to your business. Rinse and repeat #1 and #2.

In addition to that, your referring customer will likely have a deeper relationship with your product or service. That may mean a higher frequency of using your service or a history of exploring more features. These customers are a lot more advanced than a novice customer. 

Consistent positive experiences with different products means that these customers are likely to spend more over their entire life time as your customer. Think of it like this. If you’re a clothing brand and your customer loves the new pants they bought from you, it’ll be a lot easier to sell them the shirt and the jacket.

Why You Should Automate Your Customer Referral Program

With these incredible benefits, you’d think every company would have a referral marketing campaign. The honest truth is that asking your customers at the right time to leave a review isn’t always as easy as it seems. And you will have to ask. 

According to a marketing survey conducted by Texas Tech, 83% of satisfied customers are willing to refer products and services. But, only 29% actually do. Implementing and managing customer referrals can be difficult to present at the right time if you have to do it manually.

A lot of companies out there know how painful it is to effectively execute a referral program where agents are making outbound calls to request a referral from their customers. Brinks Home Security has been able to automate their referral program using messaging and bots.

In a previous post, we examined how Brinks used messaging and bots to increase their customer retention. Now, let’s take a look at how the company was able to take their customer referral process to the next level with messaging and bots.

The Quiq bot that Brinks created combines their survey platform with their email service provider. The Quiq bot brings those two customer data streams together to invite new referrals to the Brinks family. 

Once a current customer submits a survey indicating that they are a happy customer, the Quiq bot will ask for email addresses of anyone they think would enjoy Brinks service as well. The Quiq bot will pass those email addresses to Brinks Email Service Provider. 

Prospects are then informed that they were referred and invited to take a look at Brinks products and services. If the prospect signs up, then the Quiq bot will match the newly signed customer with the customer who referred them and send both customers free product options.

All of this is done with no human intervention. The process is streamlined and infinitely repeatable with none of the intense labor and expense of outbound calling.

Don’t Wait To Use Business Messaging To Increase Customer Referrals

It’s great when your customers eagerly act as advocates for your business on their own accord. That may happen now and again, but if you want to grow your business, retain the customers you already have, and reach your revenue goals, you’ll have to be more proactive with your referral program.

Implementing messaging and bots to automate your customer referral program will save time, money, and make the process easier for your company. More importantly, an automated process like the one Brinks uses makes it easier for your customers.

If you’d like to learn more about using bots in your current workflows visit our bot webpage or take a look at one of our bot webinar replays.

The 2019 holiday season saw Cyber Monday break ecommerce records with $9.4 billion coming from online sales. An impressive $3 billion of those sales occurred on a smartphone – double the prior year. Mobile rules consumers’ personal lives and how organizations engage with consumers via mobile is quickly evolving.

Mobile shopping has been clearly gaining ground year over year, but retailers are still “catching up” to consumer’s preferences. In a recent survey conducted by Sapio research titled “2020 Mobile Retail Trends”, retailers admit they have a lot of work to do.

Let’s take a brief look at the history of mobile shopping for insight into why this game of catch-up is afoot. Then, we’ll examine the mobile retail trends happening today which are shaping the future of retailer’s mobile shopping strategy.

The Evolution of M-Commerce or Mobile Shopping

Believe it or not, consumers have been buying things on their phones since 1997. Back then, purchases were limited to ringtones and services. No one called it M-commerce then, but that term now describes any monetary transaction completed using a mobile device.  As years passed, transactions became more sophisticated, but the first tangible goods weren’t sold until 2003. Even then, the process required users to register their bank accounts online and reply “yes” to special offers sent to them through text messages.

Mobile shopping didn’t really get a boost until the first iPhones were released in 2007. Turns out, putting the internet into everyone’s pocket would change everything. According to data from Ericsson, data usage exploded at a staggering rate, while voice data clipped on at a steady pace over the years.

The accessibility and freedom that smart devices offer created a whole new generation of tech-savvy and informed buyers. At the same time, the number of new services, like streaming videos and music, shaped a new expectation that purchases should be available instantly.

Not only did consumers expect retailers to make products more available, but they expected any pre-sales service or post-sales support to be available too, especially with the ever-growing popularity of social channels like Facebook and Twitter adding to the digital places consumers expect to see their favorite retailers and brands. All of these changes took place at a staggering rate, leaving many retailers trying to discern where and how they should best invest their resources.

That brings us to today. The new era of mobile commerce requires retailers to have a presence on the digital channels their customers spend their time, including SMS/text, mobile web chat, and social channels. M-commerce has evolved into conversational commerce, and there are real costs to missing out on this new way of doing business.

The Cost of Missing Out on Conversational Commerce

According to comScore, mobile retailers are missing an opportunity to capitalize on the amount of time consumers spend on their phones, evidenced by the gap between share of minutes and dollars spent. Four of the top five reasons consumers cite for not-converting on a mobile site involve basic difficulties with usability.

If you’ve ever visited a website that isn’t optimized for mobile on your phone, you know how frustrating it can be. Tiny buttons and links serve as impossible touch targets, scrolling that never ends, and forms that are difficult to fill out on a tiny keyboard, create hassles and often result in abandonment.

The issues above are a source of friction for consumers. The more friction, the less likely customers are to convert. Busy, stressed out, and impatient consumers are not willing to wait for a slow page to load or spend time trying to figure out how to add products to their carts.

Contrast that to the new conversational commerce way of engagement:

• For example, let’s say you are shopping for some new decor on Pier 1’s website, so you send their customer service a text for a little help. Pier 1’s agent sends you a few options of artwork that may match your style by using rich messaging in order to better help you visualize your choices. You find artwork that you think would work over your couch and snap a picture of your room to view the artwork over your couch using augmented reality. Happy with the piece, the agent places it in your cart and you securely check out with just a few taps – all within the messaging conversation.

That’s a big difference from today, and it’s a difference that retailers can feel on their bottom line. According to research conducted by Sapio Research, 65% of respondents state that mobile technology has actually increased their revenue. For your customers, it means a more fluid experience. In fact, our clients have experienced double digit higher customer satisfaction scores with messaging versus traditional email and phone channels.

Trends Shaping Mobile Shopping

According to the “2020 Retail Mobile Trends Report”, the evolution of mobile shopping is clearly pointing retailers in the direction of being “mobile-first”. This goes way beyond making sure that your website has a responsive design. Although responsive design is important for a better experience across multiple screens, being mobile-first means just that – putting the mobile experience first.

In the 2020 Retail Mobile Trends Report, 37% of retailers have integrated mobile into their holistic customer experience. From browsing to buying, to engaging with a brand online and in-store, mobile is part and parcel to the planned and purposeful buying experience. You can download the full report from Sapio from the Quiq website.

The majority of respondents (54%) to Sapio’s survey admitted that they’re not fully prepared to meet consumer demands for mobile, and it shows. According to the latest conversion rate data by Smartinsights, approximately 4.14% of consumers convert when shopping on their desktop, while only 1.53% of shoppers convert on their mobile phone.

Seizing Mobile Retail Trends

Mobile is the future of retail and consumers will not tolerate the outdated retail processes and channels that existed before smartphones, like calling a 1-800 number and waiting on hold to place an order. If you’re like most retailers, you may be wondering what the fastest way to seize the opportunity of today’s mobile retail preference is. Luckily, there’s a way to leapfrog into this new era of conversational commerce by implementing messaging.

With Quiq’s messaging platform, you can enable your current landlines to send and receive messages across a wide portfolio of digital channels. Skip the app entirely. You can easily provide your customers with rich messaging experiences through Google Business Messaging and Apple Business Chat, allowing them to browse, shop, and complete secure transactions without leaving the messaging conversation. With Quiq’s conversational engagement platform, companies can easily orchestrate commerce and service conversations involving both bots and humans.

If you’re ready to dismiss the reservations around messaging and increase your mobile conversion rate, set up some time to discuss it with one of our messaging experts. We’re looking forward to helping you ride this wave of mobile retail trends to a more profitable future.

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