Conversational marketing benefits


By Margot Bonhomme, Marketing Manager @Botfuel - August 10, 2020

For several years, brands have been investing in chatbots in order to develop their after-sales customer relationship. Conversations have recently taken place on another stage of the customer journey: pre-sales, in order to compensate for the lack of support.

Chatbots appeal to both marketers and customers. Its use is only increasing, yet it is starting to reach its limits: 74% of customers want to have a conversation with a human for more complex requests.

Beyond that, it is about the confidence that visitors place in it. According to a survey of UK consumers, €400 is the maximum amount a customer is willing to buy via a chatbot. Customers don't have the confidence to buy a product or service above this amount.

This is why many brands are changing their minds and turning to conversational marketing. Relying on shopping assistants or virtual sellers enables customers to be guided through their purchasing journey through a real conversation, while maintaining speed and availability. E-merchants can thus differentiate the way in which they interact with their customers according to their purchases. For example, they can address small baskets via virtual assistants and leave room for humans on larger purchases.

But what does that change?

A chatbot is present all the time at the bottom right. Less intrusive, the shopping assistant is present at the right time, with the right message, depending on each user's journey.

The chatbot is the same for all users. It has one scenario which customers have to navigate each time. With the shopping assistant, you can create as many scenarios as needed (frequently asked questions, hesitation in choosing the product, difficulty in the journey, etc.).

There is little to no personalization in chatbots. You can hyper-personalize according to the customer journey and the needs expressed by the user with the shopping assistant.

Chatbots have no product knowledge and therefore cannot support visitors in their purchasing decision. On the other hand, a shopping assistant is connected to the product catalog and can provide advice and recommendations.

Conversational marketing benefits with a shopping assistant vs chatbot

Consumers want to feel understood, have a personalized relationship and fluid interactions with brands. Conversational marketing can meet this need, and makes for a better customer experience.

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