Natural language conversations provide an effective medium to engage and understand consumers. Whether a consumer is in pre-purchase stage looking for a product or service or in-purchase stage or even during post-purchase stage, conversational channels provide a window to consumers' individual thoughts and expectations that other channels like web/apps have had limited success in capturing so far.
Digital marketing today provides huge improvement over traditional marketing; however it suffers from two main limitations:
- It’s one way - very little information can flow back from consumer to the marketer.
- It’s not personalized - achieving one to one personalization has been difficult with current methods. Most current methods work on basis of customer segments. Behavioral traits are derived from customer clicks and taps.
Conversational consumer engagement provides huge improvement in delivering value to the consumers across the entire consumer life cycle
Asynchronous messaging channels
Asynchronous messaging channels provide significant advantages over other conversational channels such as telephone/web chat as:
- They already have consumers using them. They are the most used applications on phone.
- Conversations don’t get disrupted by any interruptions, context is not lost.
- Multiple conversations can happen in parallel.
- Much effective in reaching the consumer at the right time. For example, proposing a seat upgrade just when a customer has arrived at the airport (message vs. email).
