previous icon Back to blog
Sep 26, 2022
7 minutes read

3 Ways of Enhancing CX With Conversational Commerce (And How to Get Started)

See the chat apps that customers have on their phones? They aren’t just apps for socializing with others. Establish your brand presence on them and provide a phenomenal customer experience (CX), and they can be your gateways to generating more customer goodwill and sales.

Conversational commerce is the phenomenon of customers interacting and shopping with brands through chat and social apps. Customers spend a good amount of time on these apps—and they spend a good amount of money on them too.

According to Juniper Research, for example, global spending on conversational commerce channels grew by an incredible 63% from 2021 to 2022. And with this trend being projected to continue upward until at least 2025, it’s clear that conversational customer engagement is the future of commerce.

Why do customers love conversational commerce? Their familiarity with their favorite chat apps is clearly one reason. But brands that prioritize a customer-centric business model have also found ways of leveraging these apps’ conversational nature to improve the eCommerce CX, and in turn increase customer goodwill and sales.

Here are three ways in which conversational commerce can enhance CX and how you can implement it in your business.

How Can Conversational Commerce Enhance CX?

1. Let Customers Shop With You on Their Preferred Channels

Start the customer journey on the right note by making it convenient for customers to shop with you. While customers can browse products on a website, they may not have a good CX if the website is difficult to navigate.

In contrast, chat app channels provide a user interface that customers are already familiar with. By setting up a brand presence on chat apps popular with your customers, you empower customers to shop with you on whichever channel they prefer and know how to use like a pro.

When you provide such enhanced customer touchpoints, the CX becomes effortless. You also pave the way for more customer interactions and purchases, word-of-mouth recommendations, and possibly even repeat orders!

For example, let’s say you sell gift baskets for special occasions. Carrie texts Megan to invite her to her upcoming baby shower. Megan sends Carrie a quick congratulatory text, then seamlessly switches to a chat with your brand—in the same app—to order Carrie a gift basket.

Your brand’s intelligent chatbot processes the order instantly and sends Megan a confirmation message. And just like that, her gift is on its way!

Satisfied with such a smooth CX, Megan knows she can rely on your brand to fulfill her future gift basket needs—and that when such a time arises, you’re just a text away.

2. Better Serve Customers With Personalized Interactions

While establishing a presence on your customers’ preferred channels is a good start for enhancing CX, take things further by personalizing the customer journey.

Don’t forget that people typically use chat apps to interact with others who personally know them. To provide a warm and meaningful CX, you’ll likewise want to foster a sense of human interaction and personal touch when communicating with customers on chat apps.

Look into customizing the marketing campaigns and support messages you send to customers via these apps. By now, addressing customers by their first name is standard practice. But apart from that, you can further tailor your communications based on your customers’ profiles and order history.

For example, a customer, Calvin, may have previously indicated his interest in learning about your clothing store’s offers for shirts but not those for pants. This is your cue to:

  • text him about upcoming discounts on shirts, and

  • exclude him from texts promoting pants.

By tailoring your customer interactions in this manner, you improve the relevance of your communications and keep customers interested in engaging with your brand for longer.

3. Help Customers Get Quicker Answers

Whether they have a pre-sales question or need post-sales support, customers want answers fast—and they perceive email communication as being too slow. With customers used to quick replies via instant messaging apps, they may prefer to chat with your brand on such apps to enjoy shorter response times.

DGP chatbot human agent questions

And this is your brand’s chance to shine. By deploying chatbots, your customer service team can offer automated, self-service solutions for customers to resolve simple queries on their own. These chatbots can also be programmed to chat with customers using informal language—just like how friends talk to each other!—to maintain the personal touch.

Chatbots also increase the speed advantage by being operational 24/7. Customers don’t need to wait to reach out during fixed support hours, but can get immediate assistance no matter the time of day. And nothing can be quicker than that!

Implementing Conversational Commerce: Things to Consider

On Which Channels Will You Implement Conversational Commerce?

Be strategic with the channels for which you implement conversational commerce.

While you have no shortage of channels to choose from, shortlist only the ones popular among your customers. After all, if you’ll be expending resources to support certain channels, then it pays to focus on those that enjoy higher usage.

Not only that: with customers comprising the “C” in “CX,” you’ll want to take the conversation to your customers rather than making them go through hoops to chat with you.

When you do so, you stand to reach more customers—who may also feel more valued as you’ve made the effort to engage them on their preferred channels. In turn, they may be more inclined to shop with you instead of another brand that generically treats them as a faceless individual.

If you are doing business in Southeast Asia, then WhatsApp, Facebook Messenger, and Viber are just some of the popular chat app channels in the region worth implementing conversational commerce on.

Learn more about these channels, and pro tips for offering customer support on them, in our guide to providing exceptional customer service on chat apps.

Which Tools Will You Use? develops a wide range of tools that make implementing conversational commerce a breeze.

For example, Mobile Push provides a no-code solution for delivering personalized push notifications to customers. Integrable with a wide range of chat app channels, Mobile Push enhances the CX by helping you tailor marketing communications based on your customers’ profiles, location, order history, and more.

As for enhancing support conversations, our Mobile Service Cloud customer service software offers a scripted chatbot that can instantly answer simple FAQs. Contributing to a convenient CX, these support chats will take place on your customers’ preferred chat apps, letting them chat with you as if they were talking to a family member or a friend.

mobile service cloud ecommerce retail

If you regularly receive more complex support questions, Conversational AI Cloud is a worthwhile investment. This AI chatbot harnesses natural language processing (NLP) to:

  • capture and process user input, and then

  • provide an appropriate response using friendly language for a humanized CX.

Being capable of self-learning, Conversational AI Cloud helps deliver automated responses that only improve in quality over time. It also provides insights into customer intent that can prove valuable for refining the CX.

Our AI chatbot solution can be implemented on any channel of choice as quickly as within a few weeks. For example, online insurer Onlia was able to get its AI chatbot up and running in just six weeks.

Conversational AI Cloud is also undoubtedly effective: just take it from fashion retailer Missguided, which reported a high AI chatbot engagement rate of 80%. The brand also reduced its support contact and costs by 14%.

Increase Conversions With Impactful Brand Conversations

Whether in sales, marketing, or customer support functions, conversational commerce has become the norm. And this is unsurprising, given its ability to enhance CX throughout the customer journey.

To tap on the full potential of conversational commerce, brands will need to employ the right solutions that turn the humble chat app into a channel for customer engagement and conversions. We’ve covered a few of these solutions here, but especially recommend taking a look at Conversational AI Cloud if you’re keen to elevate CX with the power of AI.

Explore Conversational AI Cloud in more detail here to learn how it can help you provide a seamless and delightful support experience on your customers’ preferred channels.

Get a Delightful Support Experience On Your Customers’ Preferred Channels With Conversational AI Cloud.

Was this article interesting?
Share it!
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Latest Articles

Apr 09, 2024 • WhatsApp

How to Use WhatsApp for Tracking and Order Updates

Even the most easy-going among us can get a bit nervous if we don't know what's going on with our order. We've all been there, combing through our emails from the past month searching for payment confirmation, or fretting about whether our product has accidentally been shipped three-quarters of the way around the world to an unknown location, never to be seen again.

Apr 09, 2024 • WhatsApp

How WhatsApp Business Can Help With Abandoned Carts Recovery

Picture the scene as a customer: we've made the decision that we're going to buy something and we've added it to the cart, but for whatever reason, we don't follow through with the transaction. Sometimes we forget that we've added items to the cart; other times the phone rings just as we're about to click pay and we forget about it. On other occasions, we see something at the last minute that we don't like the look of that makes us think twice about buying.

whatsapp business retail ecommerce
Feb 22, 2024 • WhatsApp

How to Use the Whatsapp Business Platform in Retail and eCommerce

In today's digital age, businesses are always looking for ways to connect with their customers quickly and efficiently. One of the most popular communication tools that have emerged in recent years is WhatsApp, which is widely used around the world. The WhatsApp Business Platform provides businesses with an easy way to manage their customer communication, automate responses, and provide better customer service. In this blog, we will explore how retailers and eCommerce businesses can use the WhatsApp Business Platform to enhance their customer engagement, drive sales, and build a loyal customer base.

Feb 11, 2024 • WhatsApp

Increase Conversion With Promotional Messages on WhatsApp

In an age of mass marketing, as well as constant TV, internet and email advertising, it’s safe to say that sales periods can be something of an overwhelming experience for consumers around the world. Inundated with information from companies, people could be forgiven for wanting to switch off their phones, radios and televisions and ignore all forms of marketing until the sales period is all over. As an eCommerce owner, you should always be looking to avoid this by diversifying your marketing strategy in a way that suits your customers needs and sensibilities.

Feb 04, 2024 • WhatsApp

How to Use WhatsApp Business for Conversational Commerce?

Conversational Commerce is a type of eCommerce that focuses on two-way conversations with customers via the use of online chat tools. It's a concept that's actually been around for quite some time, with former Developer Experience Lead at Uber, Chris Messina, describing it as "the intersection of messaging apps and shopping" back in 2015.

WhatsApp business blog with chatbot helping a lady
Jan 25, 2024 • WhatsApp

How to Use WhatsApp Business for Service Automation

The process of refunding or replacing a product is an inherently sensitive situation that can quickly turn into a source of tension or frustration for customers and businesses alike. Let's face it, when we as consumers are looking for a refund or replacement of a product that we’re unsatisfied with, the idea of having to scroll through lengthy pages of information that may or may not be relevant to what we need to know doesn't exactly fill us with joy; nor does the idea of spending extended lengths of time on hold with customer service.

Ads That Click to WhatsApp
Jan 25, 2024 • Marketing

Ads That Click to WhatsApp: What Are They and What Are the Benefits?

Successful marketing means creating personal and conversational experiences for your customers. And what better place to meaningfully connect to your customers than on their favorite social media platforms and channels such as Facebook, Instagram and WhatsApp? With ads that click to WhatsApp, aka click-to-chat WhatsApp ads, you can offer your customers the direct and personal engagement that they crave. Read all about it!

Increase Your Conversions Rate With WhatsApp Business
Jun 06, 2023 • WhatsApp

Increase Your Conversions Rate With WhatsApp Business Assisted Sales

You don't need a degree in psychology to know that some customers are more risk-averse than others when it comes to making a purchase. When shopping online everyone has, at some point, been in the position of hovering over the 'confirm payment' button with that little voice at the back of their minds telling them they're about to make a mistake. Sometimes we throw caution to the wind regardless of any doubts we may have and buy the product anyway; in many cases, we abandon our carts and go elsewhere to find what we're looking for.

Jun 06, 2023 • WhatsApp

Showcase Your Products With WhatsApp Business Product Messages

You might already be using WhatsApp Business as a communications channel for things like customer service, customer feedback, and marketing. However, what many people have yet to discover is the power of WhatsApp Product Messages as a highly innovative and effective way to boost your sales potential on one of the world's most popular online messaging channels.

Is this region a better fit for you?
close icon