As pricing and original product offerings are no longer the main USPs, what makes brands stand out in the crowd is the customer experience (CX) they bring. Research shows that while most customers leave after a bad experience, most of them are also willing to pay more as long as you give them the customer experience they’re looking for.
Customer experience becoming a crucial factor is a result of a change in customer behavior. Customer behavior nowadays is extremely digital- and mobile-driven; but arguably the most significant change is that interactions with customers are becoming more and more conversational.
“People now rarely ever buy things based on static information. If we’re looking to purchase something nowadays, the process will often be conversational – so that the brand will be able to tailor the offering to our specific demands,” says Brian Manusama, CSO at CM.com.
That’s exactly where Conversational Commerce comes in.
Conversational Commerce: The Next Level of CX
What is Conversational Commerce, then?
Simply put, Conversational Commerce is a holistic perspective to customer experience, viewing each and every touchpoint throughout the customer journey as a commercial opportunity.
“This includes every single interaction you have with an organization, whether it’s a purchase, a service question, or just finding some piece of information,” Manusama explains.
That’s where the value of Conversational Commerce cloud software provider, CM.com, lies.
“If you look at most of the major companies today, you see that they focus on CX, but they’re still doing it in a very disjointed way. Each company is covering a specific aspect, whether it’s the UC side of things, customer service requests or payments,” Manusama notes.
“But when you buy something, it’s no longer about the pure commerce elements of the purchase – there’s always a story behind it. The notion of commerce is being extended to what happens before and after the purchase. And what’s special about CM.com is that we cover the entire customer journey from beginning to end.”
The Dutch Grand Prix: Conversational Commerce in Action
CM.com has showcased its Conversational Commerce capabilities at the Formula 1 Heineken Dutch Grand Prix that took place in Zandvoort, Netherlands in September. The company covered all customer-interaction touchpoints related to the event – before, during and after.
Other than providing all the ticketing capabilities, there were a few other innovative ways in which CM.com helped create a comprehensive, effortless CX for the Dutch Grand Prix fans.
“We provided the event organizers with our customer data platform,” shares Manusama. “We used the data from the ticketing events to create customer profiles, allowing to provide the fans with personalized pre-event information to guide them to the event in the best way possible.”
“During the event itself, we put in place a chatbot that attendees could contact through their mobile devices using WhatsApp to see where their entrance location was, get the event map, etc. Behind that chatbot was also a contact center with a live agent for more complex cases.”
CM.com also enabled the Dutch Grand Prix to be an entirely cashless event. Not only were ticket payments conducted online, but also all payments in the event itself – for drinks, food and merchandise – were processed by designated CM.com cash registers, hardwire terminals and mobile POS devices.
Finally, CM.com added data from customer interactions conducted during the event to the customer profiles created prior to the event. This enabled the event’s organizers to further expand their customer data platform, allowing them to initiate personalized post-event interactions with them.
“The biggest compliment we got was probably from the Mercedes team Chief, Toto Wolff, who said that the Dutch Grand Prix in Zandvoort was a new benchmark in terms of fan experience,” Manusama shares.
“The way we see it, the Dutch Grand Prix was a chance for us to show how you can bring CX to a new level using a Conversational Commerce perspective.”
from UC Today https://ift.tt/3GQpBVN
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