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For years, one to one marketing has been a function of a limited number of Interactive Voice Response (IVR) application or some websites. The notion of figuring out who you are and what you might want should be more than that, a notion. And, all of the same techniques available for the voice and web channels are present for chat.
– Especially Chatbots,
In this endeavor we need to really look at what is unique and personable enough to offer the best customer experience (CX). Amazon is touted as the shining example of personalized offerings. In actuality, it is a general algamation of what you have looked at and the ‘also boughts’ for the products you are currently looking at. In this instance the ‘also bought’ is the heuristics of customers who bought the item you are currently looking at also bought these other products. If you look below that, there is also segment of “Customers who viewed this item also viewed.” Neither of those categories are representative of what the hispanic male living in the SouthWest in his early thirties making more than thirty thousand dollars a year holding a bachelors degree is likely to buy let alone specific to what I want to buy. The closest is the recommendations which is still just an ‘also bought.’
How can you create a better experience?
Here are the 3 ways offer a better chat/chatbot experience:
- Proactive prompting – Just as the IVR can look up a caller, the chat engine can do the same and provide proactive messaging which can include account information like account balance, next payment due, insurance renewal dates or order status.
- Recognition of past activity – As the customers connect into the chat environment from an authenticated segment of the website, the chat can provide information on open orders, recent support issues or a change in status like a credit card application.
- Predictive offers – It is far easier to sell to an existing customer than it is to acquire a new one. This is especially true of complimentary products. The chatbot can lead a customer through an offer and start gathering the sales information.
In the game of differentiation, the more you can make a customer feel that they are valued for their continued patronage and respected for their time spent interacting with you, the tighter the relationship will be. Everything is about enhancing the CX ultimately to keep them spending money with you.
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