CMSWire: How Conversational Marketing Could Enhance Customer Experience

This article was written by Greg Kihlström for CMSWire. Read the full article here.

How introducing or augmenting your marketing approach with conversational marketing can cause you to rethink your approach.

The buying process isn’t always smooth for customers. Sometimes they have questions that aren’t easily answered, or there are unanticipated snags in the buying process. Other times, they just need a little help to get “unstuck” from a dead end. While phone or email support is usually just a click away, there isn’t always time for those methods, and in other cases, customers just don’t want to have to talk with someone to get a seemingly simple challenge solved. That's where conversational marketing comes in.

Because of all of this and more, there is a huge opportunity to utilize conversational marketing approaches to keep customers focused on their end goal (often a purchase), and help them complete that conversion they have their eyes on. When I use the term “conversational marketing,” I’m referring to a broad set of tools that include automated chatbots, conversational AI, and live chat that is staffed by people.

In this article, I’m going to talk about some of the ways that introducing or augmenting your marketing approach with conversational marketing can cause you to rethink your approach.

This article was written by Greg Kihlström for CMSWire. Read the full article here.