Voice search and bot technologies are changing the landscape on which businesses and consumers exchange information, goods, and services. As these emerging technologies reach the ROI tipping point, important conversations need to be made between shoppers and brands. These dialogues about what, where, when, and how to buy will shape the decisions made by businesses who are looking to maximise revenue potential and offer the best customer experience possible.
An upcoming webinar by Vendasta, Uberall and SIINDA will explore these critical conversations to better prepare brands and consumers for the road ahead.
Bilateral Dialogues vs. Unilateral Decisions
Why are these important industry shifts framed as conversations between businesses and consumers rather than unilateral brand decisions? Because more than ever, consumers have an active role in the economic decision-making process. Expanded consumer choice, the presence of emerging customer-centric technologies such as voice search, and the importance of online ratings and reviews have made it necessary for businesses to realise that their decisions are a two-way street. Without feedback from shoppers, businesses — and especially their marketing divisions — are left in the dark.
The three following conversation topics — explored in depth in our webinar series — will change the course of brand marketing:
1. Voice Search Readiness
Voice-capable smart devices are becoming increasingly ubiquitous all around us: in the home, at the office, and on mobile. As we’ve covered in a recent post, voice search readiness (VSR) requires businesses to optimise their online presence in several ways, to reach that critical “position zero” of search results. In most cases, vocal search queries will return only a single response, meaning that being in the top 10 search rankings just doesn’t cut it anymore for voice search lead generation.
Brands need to open up a voice search conversation with shoppers to determine how consumers are using (or would like to use) voice search, as well as what they are searching for. In response, businesses must optimise their services and marketing efforts to reach voice search users in their time of need.
2. Conversational Commerce
Business messaging technology has evolved to the point where every step of the customer journey can be taken within a chat window. Services such as Apple Business Chat allow consumers to pick a product, make a secure transaction, and even use Augmented Reality to check out how it would look in their house.
Perhaps the most exciting development in business messaging technology has been the chatbot. Chatbots are being used for several different on-site conversions, including pricing page bots, lead capture bots, product recommendation bots, and more. Outbound messaging can also be automated to the point where every recipient has unique timing and product combinations.
Conducting business through conversation is natural to the consumer psyche, and chatbots enable enterprises to scale their conversations toward the masses. Consumers get the benefit of more messaging channels to choose from and a more convenient experience. Whether they’re looking for customer service or just want to share feedback, bots can route users to the correct agent and supply helpful resources.
3. Customer Reviews and Ratings
Reputation management affects the essence of a brand’s online perception. Review sites are often where prospective customers find you, and the way that a business responds to online feedback is important to colleagues and consumers alike. Reputation management after the sale can push leads further down the funnel and includes the need for a two-way dialogue soon after the sale.
As brand identities become more dependent on consumer ratings than ever, enterprises must treat the online reviews of each of their locations with care. Managing the online reputation of multiple locations across various review sites can be a serious challenge for enterprises — especially the larger ones. Caring for every element of a brand’s digital footprint involves opening up the customer conversation to find out what consumer expectations really are.
Why This Conversation Matters
Taking the time to open the customer conversation is in the mutual interests of both parties. It’s fundamental — businesses who take the time to understand what consumers want are better able to serve them. What’s new is that consumers and businesses are discovering wants and needs simultaneously.
Uberall empowers enterprises with the digital transformation tools needed to manage multiple locations in an effective way. Multi-site information is made readily accessible in a centralised platform. Uberall modules provide businesses with the solutions to transform online interactions into offline sales, all over the world.
We hope that you join us for this webinar series as we dive deeper into these three customer conversations. In the meantime, you can request a demo with Uberall to discover what true multi-site solutions look like. Find out about webinar schedules in the UK, France, and Germany, as well as other details with SIINDA.
24 September 2019 @ 17:00 GMT
Don’t miss out. Register today!