We know that customers are increasingly active on digital channels throughout their purchasing journey.
Yet as 46% of retailers know (according to Forbes), while customers like to browse the internet to research major products, they still prefer to make the actual purchase in-store, in person.
Given the fact that a big part of the customer journey now happens online (and as we’ve explored so far), brands must make the most of digital opportunity; by finding ways to improve online sales conversion by creating more engaging online customer experiences.
“How can traditional brands in banking and telecom improve their online customer engagement?”
“Customers today want to do everything they can do in a retail store from their phone. They need to be able to securely take care of personal business on the go. By improving the services they offer through digital channels, they will improve the user experience of the customer. By standing by their customer promise they are investing in their customer relationships, creating better open channels of communicate among all stakeholders.” – Blake Morgan (*)
Conversational commerce solutions offer opportunity here – but how can Telecom brands actually use them to increase online customer engagement in real-time?
Tips To Increase Online Engagement With Conversational Commerce Solutions
Add live video chat and chatbots to your website
Live video chat is about connecting brands to their online audience in real-time. It defies traditional marketing limitations by giving brands the capability to reach hundreds of people with just one presenter – and build trust.
By adding a chatbot to a website it’s possible to firstly help and secondly redirect viewers towards an appropriate landing page where Telecom brands can have a basic “conversation” with a customer and segment the “ready to buy customers” from “just browsing” ones.
Have an interactive presenter
Having a live engagement solution on a website is just the beginning. Telecoms must make sure that their content is relevant to what the customer is looking for their message to resonate. But with live video it’s possible to not only listen to customer needs, but also adapt the content to suit their requirements. As live presenters can hold real conversations and interact they way they would in-store, this creates a much more helpful, engaging experience that better nurtures (and converts!) viewers.
Create an effective CTA to nurture and convert engaged viewers
Effective, helpful nurture is key to success. As not all viewers will be ready to immediately purchase, it’s important that the CTA’s you use (on your chat, videos, site pages etc) align with your visitor’s buying stages; you might want to encourage nurture via a white paper – if the visitor is ready to buy, direct them to an order form – or a specific Telecom product page. Whatever the next step, make sure the CTA is clear in all interactions.
By implementing a live video education tool on the website, it’s easier to interact, entertain and build trust with visitors. With the right presenters, and the right chat conversations, it’s possible to have much higher quality interactions with online prospects – leading to better online conversion.
A case in practice:
Vodafone Spain incorporated conversational technology on their website with a live video chat solution. This way they were able to engage with their web visitors in real-time and explain better their convergent bundle offers to their potential customers online.
This new approach has increased the number of customer interactions by 118%, average viewing time by 19%, raised the number of questions asked by 18% and improved their conversion rate by 24%!
Conversational Commerce solution is helping brands reach higher online sales conversion rate, by adding a layer of interactivity to their marketing campaigns. In 2017, live video marketing is leading the customer engagement game with solutions like live video, chat, voice and chatbots, all of which are customer-centric and bring the traditional face-to-face interaction online.
You can read more about how conversational commerce and Whisbi are helping telecoms reduce CPA & increase engagement by clicking here.
(*)Blake Morgan is a globally recognized thought leader on customer experience. Her first book is “More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences.” She is the host of The Modern Customer Podcast and a weekly customer experience video series on YouTube. She’s been ranked as ICMI’s Top 50 Thought Leaders To Follow on Twitter In 2016, Clarabridge’s #1 Social Customer Service expert to follow and Customer Gauge’s top 20 customer experience experts to follow in 2017. She’s worked with Intel, Verizon Wireless, and many more. She lives in the Bay Area with her husband, daughter and their two Yorkie rescues.