When you think of a normal conversation, there’s a natural cadence to it, and each party remembers what was talked about in previous conversations. The next conversation then picks up where you left off in the current one.
To have intelligent, engaging conversations across channels, you need to follow the rules of natural conversation by keeping track of the context. If you have solid channels and marketing, the conversation is constantly restarted, rather than being a single conversation that builds on the last interaction.
To create a natural conversation with each of your prospects and customers, you need to collect, store and mine customer intelligence across all your channels. Everything you learn in one channel – behaviors, job title, interests, attitudes – needs to be accessible in all your other channels so you can continue the conversation wherever it left off.
There are three essential elements for creating more natural, deeper conversations with customers:
1. Customer intelligence – you need to collect information across channels in one central place.
2. Moments of opportunity – this is where it’s your turn to speak in the conversation. You need to identify these moments throughout the customer engagement life-cycle.
3. Automated interactions – the only way to ensure a timely response is to automate the engagement flow, so that relevant offers and content get provided at the height of interest.
Here’s an example of what can happen when you put this concept into action: a prospect comes to your site from Google. You use the visitor’s keywords to start guiding the prospect to relevant content and interactions. You can make recommendations based on what other people using those same search terms found useful. And when that prospect then downloads a report you suggested, that information together with the search terms used and other online behavior helps you determine the right content or offer to suggest next.
To have intelligent, engaging conversations across channels, you need to follow the rules of natural conversation by keeping track of the context. If you have solid channels and marketing, the conversation is constantly restarted, rather than being a single conversation that builds on the last interaction.
To create a natural conversation with each of your prospects and customers, you need to collect, store and mine customer intelligence across all your channels. Everything you learn in one channel – behaviors, job title, interests, attitudes – needs to be accessible in all your other channels so you can continue the conversation wherever it left off.
There are three essential elements for creating more natural, deeper conversations with customers:
1. Customer intelligence – you need to collect information across channels in one central place.
2. Moments of opportunity – this is where it’s your turn to speak in the conversation. You need to identify these moments throughout the customer engagement life-cycle.
3. Automated interactions – the only way to ensure a timely response is to automate the engagement flow, so that relevant offers and content get provided at the height of interest.
Here’s an example of what can happen when you put this concept into action: a prospect comes to your site from Google. You use the visitor’s keywords to start guiding the prospect to relevant content and interactions. You can make recommendations based on what other people using those same search terms found useful. And when that prospect then downloads a report you suggested, that information together with the search terms used and other online behavior helps you determine the right content or offer to suggest next.
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