Category: Conversational AI

Organizations are constantly looking to optimize and augment their sales processes to drive better results, conversions, and productivity.

The best way to augment your sales process is to keep in touch with existing and potential customers whenever and wherever they need. However, with today’s multifaceted channels across social and dark social it seems humanly impossible to effectively do so. There is a silver lining here though. Conversational AI is what will help you here by enabling instant, relevant and persistent communication with your prospects helping you augment your sales process and drive conversions.

Here is how augmenting your sales using conversational AI can help you drive improved conversions:

1. Engage Cold visitors through contextual and human-like conversations using AI:
   Your website has different types of visitors depending on preferences and behaviours. Some of them actively engage in the website and others are aimlessly browsing. Which can be categorized as cold visitors. But with conversational AI like Convert AI there is an additional lever that you can use to engage them.
   
   Conversational AI interacts with visitors the way a human does. It greets the visitors and asks them questions to generate interest, and intent which are then converted into prospects. With the presence of a virtual AI agent or a smart chatbot, they are more likely to engage with your website and give you some information about their preferences.
2. Replicate offline agent-to-customer relationships to online customer journeys:
   With conversational AI it is super easy to build rapid and long-lasting relationships with customers. It can also act as a guiding light when customers are trying to buy something. Convert by ORI ensures that the entire buying process is smooth and adheres to all queries of customers.
   
   That makes it as good as an offline agent helping buyers throughout the buyer journey. Imagine a customer is trying to buy a product on your website and there is nothing to guide him through the process wouldn’t that be irritating for the customer you might even lose the customer base that you have built working so hard.
3. Use conversational analytics and Insights to upsell and cross-sell at scale:
   Conversational AI can be a great help when it comes to automating upselling and cross-selling. The user preferences, insights, and conversational analytics that you get using a conversational AI tool like Convert AI –  can be used for upselling and cross-selling at scale. The best thing about this whole process is that the analytics are auto-generated. And can be used to get deeper insights into your business.
4. Enrich your CRM with context-rich user personas and insights with a layer of AI:
   Conversational AI is increasingly being used as a sales enablement tool across industries and teams. It helps the sales teams to generate leads and helps them sell better and at a faster pace. It acts as a crucial factor to enrich your CRM with conversational insights and when your CRM is updated, your sales are ought to shine.
5. Get complete visibility across your sales & marketing teams:
   Visibility across the sales and marketing teams is undeniably the most important factor. Conversational AI systems like Convert AI – enable sales and marketing leaders to get complete insight across their teams, dealerships as well as other offline touchpoints and regions.

Conclusion: 

Who doesn’t want augmented sales and substantial conversions? Businesses strive for It day and night. The sales team works tirelessly but many times all the hard work you put into that doesn’t pay back. This is because there is this underlying factor of communication and keeping in touch 24/7.

Here you could use a little support from Gen-AI Agents to augment your sales process and drive 8 times more conversions. Schedule a demo with our experts to know how.

The automotive industry has undergone rapid transformation in recent years because market forces have induced a radical shift in both manufacturing and digital practices.

Automotive manufacturers started adopting new ways and innovative technologies to connect and communicate with buyers online.

One such strategy has been the adoption of Conversational Customer Experience through a combination of AI and Virtual Assistants. The Conversational AI assistant strategy considered by marketing teams of automotive companies is driving greater personalization, increasing revenue opportunities, and helping automotive organizations to expand and scale across new international territories.

In an increasingly digital world, customers want information easily accessible and questions answered at any time of day or night. Conversational AI can immediately engage visitors to the website because capturing potential customers in a virtual environment is all about compelling, sustained engagement. The deployment of virtual agents promises to create an experience where customers can engage 24/7, when, where, and how they want.

Importance of Conversational AI in the Auto Buyer Journey

With the rise of artificial intelligence, virtual assistants and conversational AI emulating a human mind are gaining popularity in the automotive industry. A conversational AI is an attempt to enable a computer to mimic and carry out the same experience as a human. The technology modernizes interactions between customers and organizations to enhance customer experience, customer engagement, and overall operations with increased efficiency at a reduced cost. Conversational AI can also efficiently carry out lead generation, lead conversion, operations, and customer support, surpassing human intelligence to add value to digital experiences.

Conversational AI platforms and virtual assistants are becoming a comprehensive avenue for customers to save time and yet involve themselves to know or explore more.

Let’s take a look at the benefits that conversational AI assistants provide in an auto buyer’s journey –  

1. Awareness:
   The concept of walking into a car dealership showroom is alluring and loved by many. However, the zeal of the car enthusiast has been capped due to the COVID-19 pandemic. Therefore, businesses are increasingly dependent on artificial intelligence to deliver comprehensive and provide more inclusive services to all of their customers. Automobile dealers are using Virtual assistants and Conversational AI-powered bots to engage customers and help them relive the good old times. Thereby, assisting in driving increased revenue, decreasing churn, and eliminating frustration. Additionally, the deployment of Conversational AI technology with voice assistance allows businesses to create an enhanced and innovative digital experience that mimics a dealership and test drive visit.

For instance, a global 2-wheeler brand improved visitors to lead conversions by 33% through the use of human-like virtual sales assistants. The full case study is here.

2. Customer Engagement:
   Consumers expect an individual approach and personalized content. Conversational AI can reach out to customers proactively at crucial touchpoints along the customer journey based on behavior signals to provide information at the precise moment of relevance. After a short get-to-know-you interaction, the user can be guided unnoticed through predefined questions to receive a customized product offer according to the conversation.

The personalized content increases interest, builds trust, and convinces the undecided user to share his preferences and details with the Conversational AI assistant.

3. Boosts Lead Generation:
   Using conversational AI, customers can interact with the company via the website or through a range of popular messaging apps. Facebook offers many social marketing tools, and a conversational AI tool can utilize the data and insights collected from conversations to create substantial leads for a car dealership and accelerate the process for your sales team. It is often observed that customers prefer to communicate with an automated chatbot rather than with a human agent, where they have to undergo repeated conversations each time they connect with a new agent.

4. Automate common FAQs resolution 24/7:
   It is important to create an experience that enables customers to engage 24/7, wherever they want, whenever they want. Businesses typically have 5-7 different types of customer service questions that account for more than half of the total inquiries. A powerful AI can comprehend the multiple ways people might ask the same query.

Conversational AI offers round-the-clock assistance to customers and answers their frequently asked questions. This may be quite beneficial to automotive businesses in terms of improving customer satisfaction.

5. Scheduling Test Drives for Interested Customers:
   Several potential customers want to test drive the vehicle they are interested in before making a final purchase. Acknowledging and scheduling these requests can be hectic for the staff. The conversational AI assistants take the requests for test drives and schedule them without any human interference.

This can go a level deeper where scheduled test drives are seamlessly mapped to the closest dealership creating a swift customer to dealership to HQ sync. Here is how Bajaj Auto used conversational AI to accelerate their test drive conversions by 14X!

6. Quick Loan Calculations:
   If a customer chooses to obtain loans to purchase the vehicle, the virtual assistance offers assistance in associated calculations. The virtual assistance will mention the loan amount, term, and interest rate to the customers. Thus, generating a personalized report. It captures the customer’s personal contact information to send these reports and figures to send them directly. Additionally, the feature can be integrated with the virtual assistant for a fixed loan type and amount.

7. Seamless After-sales services:
   Automotive businesses must offer after-sales services to their customers. Conversational AI assistants integrated with Messaging Apps can alleviate these requirements easily by reminding customers of their upcoming vehicle service requirements or insurance renewal dates and creating a streamlined post-sales experience for the customer. Customers can schedule maintenance on time while dealers get repeat business. Thus, creating a healthy customer-business relationship.

Reinventing Auto Buyer Journey with Conversational AI & Virtual Assistants 

Today, the most meaningful experiences are those that are tailored to each individual and are connected to their individual needs. Nowadays, people demand such experiences across all of their brand interactions, whether it’s ordering groceries online, paying for coffee, booking travel, enrolling for insurance, or buying a car. The way people shop for cars has changed remarkably, as digital customer experience is the new battlefield for competitive advantage.

Almost all consumers prefer interacting with a chatbot over waiting in a queue for a human agent. Undoubtedly, Conversational AI-based virtual agents allow businesses to scale and can help manage a spike in demand. They also have the potential to enhance and standardize the quality of services provided in the automobile industry. 

Future of Conversational AI in the Auto Buyer Journey 

Many automotive manufacturers and dealers globally are making significant investments in a variety of consumer-focused digital technologies. These technologies range from tablet-based product guides to virtual reality (VR)-enabled applications to increase customer engagement. The deployment of technology through digital investments by manufacturers is to drive overall mobility strategies aimed at reshaping the way consumers engage with their brands.

Dealers, on the other hand, are often aiming for immediate digital solutions to drive operational efficiencies, empower sales staff, reduce overhead, and increase transparency in the sales process. The focus is on tactical solutions that integrate disparate data systems to ease information flow across the dealership.

The lack of mutual understanding causes disagreements between manufacturers and dealers on the best approach to digital implementation. However, both parties could benefit from thinking more collectively about digital transformation. 

The future of conversational AI in the auto buyer journey is very bright, with the rising demands of the customers. All leading automobile brands throughout the world are deploying virtual agents because it helps in the selling and buying process. This reduces the overall time to reach the customers. Also, customers receive good and quick responses to their queries, which successfully increases their satisfaction rate.

However, the most crucial task is to select the right conversational AI platform for your business. Although you have a lot of alternatives, meeting your business needs might be daunting. And this is where we at ORI have introduced Convert AI. 

Benefits of Adopting Convert AI in the Auto Buyer Journey 

Convert offers all the features and customization options to help gain your customer satisfaction and engagement rates. The following are notable features of the platform that promise to help you simplify your business with a wonderful client experience:

1. Omnichannel: Wherever your prospects and customers are, be it on social media or instant messaging platforms, our omnichannel automotive bot helps you connect with your prospects and customers in real-time. Available on 70+ channels, we nudge the customers in the most optimized way, when they are most likely to respond.
2. Vernacular language support: Be it engaging customers belonging to a specific region or globally as an automotive brand, use our multilingual model. We offer Convert in 117+ native languages. It’s easy to set up and deploy once you’re ready to interact with your customers across channels in their preferred language.
3. Customer Analytics: Derive precise insights from conversations and provide value to the customer. Convert AI offers the insights required to improve customer experience and sales by benefiting from the conversations from consumers and recognizing triggers to engage consumers. Get to know your customers better.
4. Easy Integration: Hassle-free connection with 100+ CRMs, marketing automation stacks, CDPs, and several other important apps. 

Convert efficiently captures and engages with contacts and helps with product discovery while being fully automated at scale. All of this is possible due to Convert’s Key intervention in the auto buyer journey, leading to accelerated results.

If you want to take your business growth to the next level, schedule a free demo with our experts right away. We’ll help you with a detailed guide to conversational AI along with its benefits, implementation, demo, and more.

Today’s auto buyer journey is extremely complex with multiple touch points. But today’s buyers want this experience to be convenient, quick, and simple, while at the same time needing it to be unique and personalized to their specific needs.

With growing data access and smartphone usage there is an unprecedented number of people coming online who are searching for cars. Customer research that was traditionally done in person by visiting dealerships is now taking place primarily on smartphones and online, flipping the traditional route to car buying on its head.

An Auto Gearshift Study 2017 by Google-Kantar TNS surveyed consumers who were interested in buying a car in India and found that 89% of all car purchases in India were digitally influenced—up 14% from last year.

Friction occurs in the auto buyer journey whenever a buyer is faced with an additional step, incremental process, or inconvenience that causes them to abandon their purchase journey.

Impact of Friction on the Auto Buyer Journey

Friction can occur online and offline, causing buyers to dawdle due to unnecessary waiting, typing, clicking, queuing, and form filling. This can adversely impact their experience with the manufacturers, which, in turn, could affect the auto buyer’s journey.

Auto buyers prefer to follow the path of the least resistance and avoid anything that makes it challenging for them to move to the next step or make a purchase. This is due to the high cost of purchasing a car and auto buyers investing in a service that will last at least ten years. As a result, a seamless auto buyer journey is critical in instilling faith in car manufacturer services and efficiency to make the final purchase decision.

According to multiple studies, auto consumer pain points cause friction across three main stages of the auto buyer journey: awareness, consideration, and intent, as listed below. Unconsciously, car manufacturers may be introducing friction into the consumer experience, further extending to the auto buyer journey.

1. Awareness Friction: Every touchpoint, whether present or missing, compels a potential auto buyer to make an effort to discover a brand.
2. Consideration Friction: Every touchpoint, whether present or missing, necessitates a potential auto buyer to make an effort to examine a brand.
3. Intent Friction: Every touchpoint, whether present or missing, urges the potential auto buyer to make an effort to purchase a car from a brand.

Customer Touch-points Along the Auto Buyer Journey

Every interaction an auto buyer has with the car dealer or manufacturer on their way to buying their dream car, no matter how small or large, is a touchpoint. This ranges from an advert that the customer sees about the vehicle to the checkout process and a car arriving at the customer’s door.

Each stage of the auto buyer’s journey has its variety of touchpoints, and the level of friction around them will ultimately determine whether the auto buyer buys the car.

Although touch-points form an experience, they are not static, one-way channels. The data collected from auto buyer behaviour through each touchpoint informs how the customer interacts with the brand during the purchase journey.

Today’s automotive marketplace requires superior technology and an unmatched ability to understand human behaviour. Every day, thousands of consumers purchase automobiles. Automotive brands are learning to fill this gap by introducing intelligent and efficient conversational AI tools like Convert to meet the growing demands of their customers.

Ensuring Friction-Free Auto Buyer Journey with Conversational AI

Marketers are beginning to recognize the importance of having meaningful connections with customers. The marketers of auto manufacturers and dealers have realized that they need to understand, hear directly from customers, and take all the possible measures to get the necessary data. However, the journey involves several manual listening or combing through transcripts. Therefore, reducing friction in the auto buyer journey is not easy, but if done correctly, can significantly increase the buyer experience, their brand preference, and ultimately brand favourability.

The marketers of auto manufacturers are making efforts to attain first-party data to automate processes that will allow them to serve a wider audience without possibly listening to tens of thousands of calls. They also face challenges connecting this to all the digital identifiers and optimizing their marketing. Therefore, they take a spot-check approach instead, leaving a lot of potential revenue tied up in the call center.

The rising customer expectations are pushing change at an unprecedented rate. So innovative car manufacturers are turning to Conversational AI to beat challenges and surpass competitors.

Here’s how AI is making an unforgettable auto buyer journey not only possible but also a competitive imperative:

1. Improved Visibility Into Customer Sentiment
   Marketers of auto manufacturers need to focus on the most effective channels at different stages, reasons for buyers’ frustration, and reasons for buyers’ falling off completely to create a compelling auto buyer journey.
   
   While sentiment analysis is nothing new, conversational AI tools do it more accurately and in real-time for deeper, more meaningful insights into buyer attitudes throughout the vehicle lifecycle. Brands can capture and analyze data on customer sentiment at the moment, unraveling values and motivations that impact buying decisions.
   
   Improved visibility into opinions along the auto buyer journey can highlight what’s working, what’s not, and why, making it easier to anticipate auto buyer needs and meet demands as they unfold.
2. Right Content, Right Time
   It’s easier to match your consumers with the correct content after you’ve figured out how they behave online. Your decisions about the type of content, messaging, and service offerings you present to them along their journeys determine whether you build happy, informed advocates. Get your content wrong, and the journey ends there.
   
   The excellent news is that ORI has designed Convert AI to help auto manufacturers develop better customer journey maps and storyboards for improved targeting and customized messaging based on where customers are and how likely they are to buy. A global two-wheeler brand – Bajaj Auto, used Convert AI to lift their conversions by 14X. You can view the case study here.
   
   Conversational AI algorithms recalculate in real-time, allowing marketers to instantly place the best offers before customers, even as they change their minds. It creates a single, integrated customer profile using offline and online data, allowing you to personalize campaigns across channels and target customers with precision, based on their preferences, sentiment, and first-party conversational insights.
3. Increasingly Smarter Bots
   Gartner predicts that, more than 50% of enterprises will spend more per annum on chatbot creation than traditional mobile app development.
   
   More intelligent and sophisticated virtual assistants anticipate auto buyer needs and build relationships that drive outstanding experiences. Today, they’re not only handling auto buyer inquiries and placing orders but also engaging auto buyers throughout the entire lifecycle — from awareness to purchase and maintenance.
   
   ORI created Convert AI – a conversational AI platform – to simplify the process of lead capture, assist in buyer and dealership sync, and provide in-depth insights. It engages with auto buyers, helps with product discovery, and convinces them for a test drive, all of this being fully automated. Hence, providing room for the sales team to focus on improving the post-test drive conversions. Here is how Royal Enfield used Convert AI to improve test drive conversions for a new bike launch. 
4. Personalized Dynamic Pricing
   The right price is often the deciding factor in a purchase, and ORI’s Convert AI drives real-time pricing — only personalized. Moving beyond yesterday’s dynamic pricing, this conversational AI tool allows unique offers on an individualized level. As customer preferences change, so will the pricing and comparison benchmarks, resulting in one in-store price and one personalized price for the auto buyer.
   
   Personalized dynamic pricing allows extracting the correct information about buying behaviors as they occur, so you can present the best products to your customers at the correct prices and on the fly.
5. AI facilitates the buyer journey from product identification to decision
   Convert AI by ORI, which can identify trends by analyzing search history and social media to provide better car recommendations. It can help car dealers and manufacturers increase their profits by optimizing their retail strategy by continuously assessing market performance via data mined from millions of high-quality customers and other sources. It plays a significant role by assisting brands in identifying cars that are selling well but have descriptions that are hard to understand.
6. AI enhances customer support
   The sheer volume and complexity of orders, queries, and services make a personalized auto buyer experience expensive. Customer Support Agents cannot respond to every issue that the auto buyer seeks in their buyer journey.
   
   Using AI-driven solutions, repetitive queries and issues are automatically resolved without sacrificing the personal experience many businesses are desperate to maintain. Conversational AI solutions are becoming more popular as a result of the large number of tickets that can be automated, relieving critical resources to be used on more complicated issues.
7. Post-sales is just as crucial as pre-sales:
   Making sure the auto buyer enjoys their purchase, maintains it, and potentially makes further purchases has become as important as the initial sale process. Auto buyers now expect a holistic experience, and post-sales and servicing are part of that journey.
   
   Ensuring a frictionless experience after the purchase is one of the essential parts of the buyer’s journey. It’s also vital to make sure issues are resolved and a frictionless post-sales service experience is created for the buyer.
   
   Conversational AI helps auto manufacturers create a closer connection to their customers and automate the entire post-sale process to create scheduled service updates, share best vehicle care practices, and also possibly help build a community around the brand. 

Final Thoughts:

Due to the higher and ever-increasing levels of complexity in the auto buyer journey, there are many more touchpoints between the customer and the business. This means there is more opportunity for things to go wrong and a higher level of attention to detail and care is needed than ever before.

Not addressing this complexity risks loss of potential customers reduced customer loyalty, and fewer repeat sales. However, this also means more opportunities for companies and dealers that use AI to bolster their offerings.

As mentioned above, Conversational AI can help improve workflow and increase efficiencies while enhancing the auto buyer journey. It is also important to bridge the gap between online and offline experiences, as customers want a consistent holistic approach to their purchases. Businesses need to ensure that the consumer experience is as friction-less as possible. And if you too want to achieve the same, schedule a free demo with our experts today.

Privacy is the key concern of platforms across the board. Be it Apple, Facebook, or Google, they all build their communication to convince users that their data is in safe hands, protected and that the ultimate control lies with the user.

For example, Apple’s April 2021 iOS update 14.5 has employed a consent protocol, App Tracking Transparency (ATT), that governs and restricts how advertisers and apps use tools for data collection and then target and optimize their ad campaigns. Even Google plans to stop supporting third-party cookies on its browser by 2023, putting an end to an era dominated by data and giving way to consent-based advertising.

For marketers and advertisers alike, this implies a disruption of digital marketing as they know it. Measurements, KPIs, and playbooks would be drastically different if data could not be accessed. In a cookieless world, they’d have to adapt just as quickly as the cookie crumbles.

But how? Marketers should invest in building direct relationships with their consumers, invest in first-party data personalization, explore innovative targeting strategies, and allow customers to self-serve.

Building Direct Relationships:

In a brick-and-mortar format, customer satisfaction is key to driving sales. When salespeople are pleasant, helpful, and provide correct information, the buyer is easily convinced to purchase. Similarly, if brands can converse and solve problems, answer queries, and assist users online, the conversion rate would be much higher. Building a direct relationship with consumers online by conversation powers conversion.

First-Party Data:

With third-party data threatening users’ privacy, first-party data, i.e., information collected from the targeted audience or consumers, is the way to go. The data collection is on the brand website or app, subscription data, data from CRM, and social data. In the world of data, first-party is the most preferred type of data marketers hope for as it is collected directly from the source, usually at no or minimal cost. The quality of this data is far more excellent than second or third-party data, making it more effective for marketers to use. It helps them learn, grow, monetize, scale audiences, deepen engagement, and improve the overall ROI across marketing activities.

Innovative Targeting Strategies:

Innovative targeting strategies are crucial to building effective alternatives to acquire, and re-engage consumers independent of conversion events and conversion tracking. It would imply leveraging platform features to maximize reach, visibility, and conversing with the audience. It isn’t easy to pull the target audience to where the brand is, and it needs to be where the consumers are.

Allow Customers to Self-Serve:

Give the customers the power. The power to reach the brand, interact with it conveniently, and comfortably share their data creates a more valuable and memorable experience.

A more personal and involved approach to marketing is using messaging and messaging platforms. Customers increasingly prefer this due to the personalization of the interaction. 91% of the customers respond better to personalized service as they instantly create an immersive experience. Messaging plays a significant role in driving discovery and sales. 75% of consumers prefer to engage with brands through private messaging channels: Instagram DMs, Google My Business, or Facebook Messenger. It is the simplest way for them to pose their questions and get instant responses. They also allow brands to present well-curated answers and convert potential customers before they change their minds.

Messaging replaces tedious steps such as visiting a landing page, filling out a form, and qualifying for a call. While this long loop could take up to 3 days to complete, conversing with them instantly on a messaging channel gets them the information they require to decide while providing marketers and the brand the data they can use to optimize their marketing efforts. The drastically shortened turnaround time is vital in holding their attention and making a conversion from the conversation. The numbers match this thought. 72% of people would complete an online sale if they could ask real-time questions. For the most part, people genuinely keen on the product or service would make an effort to message. Almost 76% of the consumers are interested in purchasing using a chat or messaging service.

Messaging channels offer marketers and advertisers multiple solutions. From giving direct access to their audience to solving numerous pain points, platforms such as WhatsApp, Facebook, Messenger, Instagram, and Google My Business all provide advertisers with the opportunity to make a memorable and lasting impression with a personalized experience.

The real-time, two-way conversation aids product discovery, purchase, and affinity.

How do marketers implement this? They can adopt the following ways to start with:

• Ads can click out directly to messaging channels instead of landing pages, away with the form filling and additional steps consumers need to get through before reaching the brand.
• Opt for AdSter, making Google Search ads conversational. Giving marketers the ability to capture customer intent and the Zero Moment of Truth. 

• Effectively re-engage users with context-relevant communication that eases their buyer journey after the first interaction with the customers.
• Google Maps can redirect visitors straight to Google Business Messaging, allowing them to ask questions in real-time and get qualified responses.

These messaging channels enable demand generation and conversion whilst building a relationship with new and existing users. In a world where the rules are constantly evolving, it helps when the customers, brands, and marketers are on the same side of the conversation.

With customers in charge of the data they share, data personalization generates conversations that enable brands and marketers to seize the zero moments of truth. In one instant, marketers empower the customers to go from click and chat to checkout. Schedule a demo with our experts to know more.

If you thought it was just about chatbots and cognitive virtual assistants, you’ve been holding off a potentially 10X revenue multiplier under the hood.

Read on to know about how conversational marketing can massively accelerate your automated conversions.

So, What is Conversational Marketing?

Conversational marketing is the art of giving your users the information they need to buy your product, as relevant and crisp answers to all the questions they may already have about your product.

When executed well, conversational marketing has been known to deliver upwards of 100% revenue growth from digital channels, making it all the rage among consumer brands vying for market share in their respective categories. Conversational marketing has a proven track record across financial products (such as digital personal loans and credit card applications, where the famous ‘eligibility calculator’ doubles up as a fantastic lead-generation funnel.

The leads that your business can receive via automated response systems are qualified, high-intent, and most likely to convert. Irrespective of what market segment you’re catering to, you’re more than likely to develop an intelligent QNA algorithm that successfully answers every consumer query about that category.

Conversational marketing allows you to turn your industry insights into an applied vantage point, and that’s hard to match with any other conventional marketing protocol.

How different is ‘conversational analytics’ from plain old ‘analytics’, and how does it impact your marketing strategy?

Web 1.0 and Web 2.0 veterans are familiar with the notion of consumer web analytics (and the more savvy populace finds it easy to connect with terms like Google Analytics or GA).

This paradigm is limited to the constructs of page views, unique users, IP clusters, demographic data, and other random data pulled together by cookie-tracking the user’s internet history.

And while all that data does seem impressive on a spreadsheet that marketing interns can roll around every week as “reports”, they hardly ever convey the real truth behind what your users intend to do with your product offering. As a concept, conversational analytics is built upon the real-time collection of user insights as they engage in a direct & intelligent conversation with your brand.

Consequently, the derivative learnings from such an exercise are always up-to-date and represent your user’s real-time intent. This is a priceless category of information to possess in an age of push notifications and hyperlocal retargeting of digital ads.

While plain old analytics can give you a brief glimpse into what your user has been doing all along before stumbling upon your website or app, conversational analytics ups the game by giving you a bird’s eye view of what the user is most likely to do with your digital offer, based on exactly what they’re saying to you, or even about you.

Predictive Intel & Social Listening: How Vodafone scaled 300 Mn.+ Conversations with ORI

Parsing data that gets captured in conversations with chatbots is fairly straightforward. Fortune 500 companies will never need to sweat it out to hire a couple of good NLP engineers who can convert a stream of automated conversations into readable metadata.

Social listening tools such as SprinklR and Radian6 make it easy to monitor conversations about specific keywords in real time. But when it came to the real-time application of conversational customer interactions to achieve an unprecedented scale of upselling services, Vodafone Inc (now VI) relied on the comprehensive digital intelligence offered by ORI’s fully customizable conversational analytics platform.

After a simple study of their consumer profile, the ORI platform was able to plan and execute a multilingual assessment of customer interactions across platforms such as mobile, web, social, email, and even WhatsApp. The objective was to generate the targeted intelligence that Vodafone needed to make it worth their while.

Move over, Hotjar and heatmaps – Enter, conversational linchpins

The first era of the mobile web saw an explosion in “heatmap” tools such as Hotjar, where administrators had access to a graphical waveform of all the digital touchpoints left behind by a user – where they hovered their cursor (for desktop analytics), and where they touched their screens (on mobile platforms).

The utility of these heatmaps, however, is limited to basic UI/UX redesign exercises. At most, a graphical heatmap of user interaction can be used to identify and eliminate redundant links/images.

But when you add this capability to how users look at their own interactions with your chatbot/live agent, it can tell you a lot more, psychologically, about the impact that your conversations have on their purchase decisions. This process is deeply integrated into the best practices that make conversational analytics a real game-changer called “User Traversal Heat Mapping”. It becomes easy to identify an upsell to raving users about your product with your agents.

It is easy to map moments of customer satisfaction and dissatisfaction, much before an actual “review” is recorded. That kind of intelligence is priceless in a time and age where faster and more efficient customer platforms and eCommerce portals are getting launched by the minute.

So, Do You need a Conversational Marketing/Analytics Strategy for Your Brand?

Strictly business-facing brands might perhaps find it prudent to ask this question while re-evaluating their marketing strategy. However, for consumer-facing businesses, it is an absolute no-brainer. If your brand fulfills the following criteria, you will most definitely benefit from investing in the right conversational analytics platform:

1. You operate an online consumer aggregator/marketplace
2. You run a digital-only storefront with physical fulfillment & logistics
3. You manage the digital presence (and cataloging) of a physical consumer brand
4. You’re a banking/BFS/fin-tech product
5. Your profitability is tied to your customer-centricity
6. NPS & CE/CSAT is your main performance metrics

If the answer to any of these arguments is yes, there lies incredible value for your brand to explore ORI’s industry-leading solutions in conversational marketing and analytics.

ORI offers a complete suite of Gen-AI powered sales, customer service, and support automation solution, as well as a platform that actionably uses the corpus of your customer interactions to train further and strengthen your communications strategy.

This directly translates into better BPS scores, enhanced customer satisfaction, and increased customer loyalty all through the power of conversations. And, book a demo with our experts if you are looking for something like this.