At present, the conversion rate of traditional stores oscillates around 20% and 30%, while in eCommerce it is situated at 2%. According to iAdvize, it is the rich, visual and palpable customer experience that makes the difference between traditional stores and online storesIn the words of Beatriz Zabalegui, ARMENIA BUSINESS EMAIL LIST Manager at iAdvize Spain: “To guarantee the success of eCommerce and rival the results of traditional stores, brands must give a human touch to the online customer experience, the conversation between a brand and its customers it is a centerpiece of the online shopping journey ” .In fact, conversational commerce groups together all the interactions that participate in creating engagement and in converting a consumer. It can be a chat conversation on a website or in an application, an interaction on social networks such as Twitter or Instagram, a sending of an offer through a link, a buy button or a conversation between a brand and a client on messaging applications.
Furthermore, since 2016 there has been a strong enthusiasm for chatbots, especially through messaging operators. Smart little robots can help brands reduce repetitive tasks for teams and allow them to focus on tasks that generate the most added value. For this reason, 33,000 chatbots are already available on the Facebook Messenger platform to interact with its users.Lately, chatbots have reappeared after the arrival of personal assistants such as Siri (Apple), Google Now or M (Facebook). All are based on speech recognition and are able to understand messages and perform some tasks, but there are big differences between them.Types of chatbotsAccording to studies, 80% of brands will use chatbots for interactions with their customers in 2020. In this sense, iAdvize distinguishes 4 types of chatbots:The informative: CNN, the North American news chain proposes in Messenger a selection of articles recently published through its chatbot.The commercial: Interflora proposes a bot in Messenger that allows users to place their flower orders.The experiential: Hellojam or Citron accompany users during their leisure time with suggestions for restaurants, movies, ideas to go out during the weekend .
Services: provides precise assistance to users. Voyages-SNCF.com or Air France KLM, have a chatbot in Messenger for their after sales service.Messaging platforms like Armenia Business Email List have long understood the interest of bots for brands. Therefore, they have opened up to them and developers to allow them to create and deploy their chatbots easily and in a way that encourages innovation.From iAdvize they affirm that 50% of bot conversations are assisted by people in charge of validating or correcting the answers proposed by the chatbot. This system allows operators to focus on questions with strong added value, that is, those in which they can apply all their experience, empathy and goodwill.In relation to this, the bot on a web would take care of pre-qualifying a conversation and also replaces the pre-contact form. When this form only retrieved all the necessary information in 26% of the cases, the bot collects all the information in 95% of the cases. For Zabalegui: “In this way, the brand’s customer service operators can manage contacts with the necessary data without wasting time in the customer discovery phase, a very repetitive task . ”
On a brand’s website, in its app, or in a messaging app, bots can take care of users’ basic questions, perform the simplest repetitive tasks, or rate a contact or request through painstaking need discovery. before escalating contact to a human operator.In conclusion Zabalegui says: “We believe that the automation associated with human operators allows us to propose an extraordinary customer experience. It is undeniable that the human being combined with the machine offers abilities superior to those of the machine alone ” .