Conversational Marketing Mobile Water - demeter-online.nl
Transcript of Conversational Marketing Mobile Water - demeter-online.nl
Agenda
how
why
what
• Changing customer relations & expectations
• Ways to anticipate
• Conversational marketing• Benefits• Technology & trends• Examples to inspire and first steps
- The first contact moment- The questions currently asked to the
helpdesk- The 5 topics you can effective
highlight in marketing
The visible
- Questions & issues that are not addressed (yet)
- Personal needs
The pain of churn and low NPS.
The invisibleQuestions
Opinions
Dissatisfaction
Insecurity
…
Opportunities
Loyalty,
NPS,
CXP,
Brand value,
Xsell
1. Customer relations
Order
Order confirmation
EmailNoReply
Web & chatNoAnswer
Callback
Welcome newsletter
FAQ → but genericChatform→ but not >21hCallback
Personal examplewhy
Growing customer expectations
Customer demands- Personalised campaigns and websites,- Overview and optional exploration,- Holistic advice |Help me decide | Free mind space- Answer questions directly when they occur.- Faster than real-time
Today- noreply@- Push emails- Responsive (longscroll + long text)
- Generic FAQs- Micro-segmentation & personalisation
why
how
Customers won’t accept it any more
Stop & Start
Listen like a friend– Understand & act in real-time – Personal, natural, empathic– But then better…
howDialogue
Conversational Marketing
• Listen and Understand• Use conversational technology to listen, understand and interact.
• Connect, Interact and qualify
• Real Time - Dialogue• Use input to adapt the conversation (and campaign)
• Address the needs in real time.
• Goals• At the same time keep your goal(s) in mind and guide the conversation.
Chat for service →marketing
Dialogue
WebsitePull
Push
Conversational experience
Continuous Any+
The big difference
Blending web, chat, video, voice, rich content
User first – AI first
Today Future
Conversational web experience+ pull & push+ inspire+ can ask questions - validation+ can answer question + can guide user (filter, help, next best question, provide overview, …)+ Direct fullfilment actions (live offer, direct activation, email summary or sms confirmations, …) + Up & Cross sell IF relevant+ user in the lead but bot to orchestrate
+ adapt content in real time+ continuous improvements (AI)
Website• Pull – customer in the lead• Predefined layout with topics• Customer to actively browse and
search for the relevant content.
Overkill of information – relevance, distraction, confusion.
Chat for service →marketing+ cheap selfcare+ fasto Can have seamless over to live chat and agents- currently limited in emotion and proactiveness- often text-only
EmailPush – marketing in the leadPredefined topics
- Promoted topics not always relevant or highest priority for the reader at thatmoment .
Technology is getting there
Very recentBERT (NLP)Universal Sentence Encoders (NLP)Less training | Better answers
Word2Vec Intent mappingEntity detectionRich html
Inbound
Today in production
Our GoalLayered goal-oriented conversationsNatural Language Generation
Outbound
Creating Conversational Marketing Campaigns
• Take users by the hand and lead
• Identify and set specific objectives
• Qualify the customers intent
• User-first Design
• UI / UX tuned to channels, medium and the receiver
• Innovative techniques | interactions | animations
Many opportunities and different formats possible- Some examples to start and some to inspire
Kan ik eenzakelijk nummerook meenemen?
Mijn zoon van negen al een
abo?Kan het telefoonnummer
van m’nschoonmoeder
ook mee?
Ik heb 2 kinderen, Lukas van 11 en David van 9 en
mijn vrouw heeft zakelijk….
Potential:• Free input – even richer data• Address the questions when they arise• Assist, guide and advise
What more can be done?
Hoeveel data heb ik nodig?
Example of a welcome campaign
A glance at the future
• Customer in control
• Instant Q&A when they arise
• Assistants & voice
• Proactive
• Faster than real-time
That’s where we are heading
Sounds quite logical!
Key takeaways
• Campagnes will have to start listening and customers expect that.
• Address the needs where & when they arise.
• Technology is getting there at light speed.
• Many different flavours possible.
• You can start today – extend on your existing campaigns.
Questions & Discussion:- Which campaigns to start with? - For who would this be interesting?
Thank you!
Jeroen Kok | +31 [email protected]
linkedin.com/in/jeroenkokbreda
Questions ?User & Goal firstCreative | InnovativeFlexible | End2End
10 Benefits of Conversational Marketing
1. Personalized communication
2. Addressing the needs in real time
3. Constant qualification
4. Communication becomes authentic
5. A goldmine of data
6. Find the pain of the customer
7. Advice - Kill the maybe
8. Shorter cycles
9. Enhanced business efficiency
10. Post transaction analytics
Conversational – the perfect communication with endusers
With Nova One powered by Mobile Water you can make the next step
in connecting with your customer. Its unique features give you the
possibility to make use of the interfaces users already know and have,
so you not need to learn them new behaviour but put them in charge.
That is because messaging is one of the few interfaces that are
understood universally and reduce confusing situations, in contrary of
web forms or web navigation.
Conversations are much more powerful than
sending emails or publishing complete websites.
In conversations you can listen, ask questions,
respond directly, inspire, qualify, and gather very
valuable information and insights which you cannot
fetch in a monologue or a form.
In automated conversations you can us this input for
your next best question, content or activity.
You can guide the users by asking questions and
directly address concerns or get feedback when they
don’t understand or want to know more.
The conversational can be started digitally in many
different ways – from a website, banner,
advertisement, email, short weblink, QRcode, social
Lower the threshold to engage. Start!
The power of conversational marketing
A conversation is the oldest and most natural way to
communicate. For years marketers have been pushing
email or websites to communicate to their customers.
With Nova One you can create intelligent and empathic
conversations to communicate with customers. New
ways to naturally inspire and show users around.