The term Conversational Commerce isn’t all that new. Back in 2015, Uber’s Chris Messina already mentioned Conversational Commerce as the ‘intersection of messaging apps and shopping’. Uber’s interpretation of this was to enable their customers to find and order their Uber driver without leaving the conversation. This means integrations were made to enable conversion within the messaging channel Facebook Messenger.
This Uber experience now sets the standard for customer-business interactions across the globe. Consumers’ familiarity with messaging channels creates a new market to offer services and experiences, making messaging channels the foundation for success.
Many businesses are already using Conversational Commerce
Throughout various different sectors, interpretations of the Conversational Commerce principle is possible. Consider for a minute the restaurant industry. A simple reservation form on your website allows your customers to make online reservations without the need to call, but innovations in mobile messaging opens up new opportunities for engagement. For example, Apple Business Chat with in-app date-picking and location features makes it easier for customers to reach you. Moreover, with rich data profiles, you already know exactly who you’re dealing with - making the reservation process even more seamless and personal.
Or how about Facebook ads? Wouldn’t it be convenient if users interested in your ad could contact you within that same channel, via Facebook Messenger? A customers can ask questions, order and pay without ever leaving Facebook. Just imagine what that can do for your conversion rates and customer satisfaction? Its what consumers expects of modern-day companies. Having your own app and website is good, but offering the right service within your customer’s preferred channel is what will make you stand out in a crowd of competitors.
And this is how it works
The basis of Conversational Commerce would be allowing customers to contact your business through their favourite messaging channel and finish the path-to-purchase within that same channel. Each customer has his own channel preference, which means you won’t get away with just disclosing Facebook Messenger. You need a presence on all of the important messaging channels. These include -amongst others- WhatsApp, Viber, Telegram, RCS, WeChat, Apple Business Chat, Facebook Messenger and of course the always reliable SMS for those internet-scarce moments. Sounds like a complex technical implementation? It isn’t! Conversational Commerce allows you to have a natural conversation with your customers via their mobile phone, without any technological hinder. CM.com can facilitate all the messaging and payment channels from one single platform. And this is how!
What do you need for Conversational Commerce?
To get Conversational Commerce right, you need 3 building blocks:
- Conversational Messaging: Find a reliable and globally operating CPaaS to connect to all relevant messaging channels your customers are using and start the conversation.
- In-channel payments: You need a Payment Service Provider to enable in-channel payments in a safe and reliable way.
- Data Platform: Offering the best service isn’t possible without creating rich customer profiles with data from all connected messaging channels. Only by using this data, can you provide a service tailored to their needs, and prevent unnecessary repetitive questions like shoe size or what the complaint is about. Data keeps the conversation going!
Good news! CM.com offers all 3 building blocks to get your business Conversational Commerce ready. No need to worry about switching between channels, receiving payments or privacy issues. CM.com offers all needed messaging channels, secure in-channel payments (within Europe) and GDPR-compliant data storage. We ensure you are always reachable, so you can continue the conversation 24/7.
Want to know just how to get started with Conversational Commerce? Get your free test account here, and get familiar with the endless possibilities.