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WHAT IS CONVERSATIONAL MESSAGING?

Dean Macri | Posted on May 11, 2021 |



What is conversational message?  As its name implies, it is a dialogue.  A back
and forth with the expectation that when a question is asked, you will receive
an immediate response.

Perhaps it’s better to discuss what it’s not.  It is not email.

Sure, you can pose a question in an email.  But let’s be clear, you are not
asking your question, you’re submitting it.  And then you wait.

Email messages, and even your social media channel, if not manned 24/7, leaves
your customers waiting.  And in today’s market that doesn’t cut it.  Waiting
does not meet their expectations. What it does is create friction and
frustration.

IMMEDIACY

Customer experience author and thought leader, Shep Hyken, says, “Fast response
builds trust and confidence, shows you care and is respectful. It’s just the
right thing to do. A slow response – or no response – sends the opposite
messages and will work against you for future business.”

Conversational messaging provides an immediate response to your customer, at the
exact point when their emotional need is at its highest.

For example, your customer’s purchase is in your ecommerce cart.  They have
selected a size and are wondering if the item runs true to size.  If their only
option is to submit their question via email, then you have missed the most
critical point in their journey.



FEELING CONNECTED

What is conversational messaging?  It’s a feeling.  A feeling your customer has
when they connect with you.  A feeling that you are listening to them, that
their questions matter and that you value them as a customer.  That feeling
builds trust and keeps your customers coming back.

Submitting a message by your customer does not leave them with a feeling of
being connected.  It leaves them feeling ignored.

The Salesforce survey “State of the Connected Customer” found that 83% of
customers expect to interact with someone immediately when they contact a
company, and 82% expect to solve complex problems by talking to a person.
Patrick Beyries, Vice President Product Management at Salesforce says, “it’s a
myth that the phone channel is no longer important for customer service.  In
fact, it’s still the most used customer service channel for direct support – by
far”

There’s a reason why your voice channel remains the #1 channel.  Your customers
call you because they want an immediate conversation regarding their needs and
concerns.

IMPLEMENTATION

Conversational messaging can be deployed in a number of ways.  Its goal is to
achieve the same immediate connection  voice conversations accomplish.   This
can be implemented with a chatbot using conversational (two-way) SMS.

Of course, chatbots, if poorly designed, can spawn their own problems.  However,
a purpose driven bot, designed to resolve specific issues, successfully engage
customers with an immediate dialogue.  A two-way asynchronous dialogue, that
doesn’t leave them waiting for a response.

Conversational messaging can also be deployed directly in your IVR.  The IVR and
call queue is a hornet’s nest of delayed connections.  Especially when call
volumes are high.

Long queues are often filled with low touch common questions that can easily be
resolved with a single conversation – boosting 1st call resolution.  Automating
these repetitive issues out of your IVR with conversational SMS  is a ROI slam
dunk!

Using SMS to deflect low touch issues offers your customers an immediate
conversation – which is why they called your voice channel in the first place.

Automating low touch issues out of the IVR allows your agents to handle high
touch issues with greater speed and effectiveness.

So – what is conversational messaging?  It is engaging with your customers via
SMS, Chat, or other digital dialogue that is immediate, responsive and leaves
them with the feeling of being connected.

Your customer will feel they are being heard and appreciated. You have
communicated that their business matters and they will reward you with their
loyalty.



Filed under: News

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