Conversations happen every day. We have them with family and friends, colleagues and neighbors, clients and strangers. And we all know what a conversation is when we have one.
In the first few weeks of their lives babies engage in non-verbal interactions, when they learn how to make eye contact, when they imitate other people and take turns in simple interactions. But it’s a conversation that helps children express their thoughts, get what they need, resolve conflicts, ask for help, and learn from adults and from one another. And this is our life, filled with interactions.
Computers and human beings don’t talk the same language. However, with the huge advances in technology, we’re on a path that can make interaction with the digital dimension more intuitive, more conversational and more human.
“I’ve spent the last 10 years supporting companies, from big corporations to startups all around Europe, and all of them are heavily dependent on Lead Generation. Unlike other businesses that treat their visitors as just another piece of data, we saw that people are no longer attracted to a fancy website only or good looking forms which became a tedious task to do. Neither it’s exciting nor engaging. Year after year, user behaviour changes and people don’t like a one-size-fits-all approach on the web the same way they don’t like this type of approach in real life.” - Mattia Gnemmi, Founder at Conversational Design.
We are witnessing the starting of a new human-computer interaction era.
It doesn't matter how technologically advanced we are; we are social beings where emotional interactions remain a vital part of being human. And this is why humans are highly and understandably frustrated when they can not have a smooth conversation.
Meaningful conversational interactions thus become critical opportunities to establish the kind of fulfilling customer experiences required to develop trust in business.
Hunger for Experiences
A report from Momentum Worldwide
shows that 58% of people want to be part of an experience to escape from everyday life, while 70% want an experience where they can laugh and have fun. It's no longer enough for brands to simply debut a product, instead 86% of consumers believe it's important that brands lift their mood and make them feel better, as Mattia proves.
“One of our most recent customers is a small business where there are only 3 people with infinite tasks that needed their attention and that was definitely overwhelming for them. They’re also the producers of their own product and it was becoming impossible for them to do pre-sales, customer service, marketing...and building and launching their product! So we’ve decided to implement a conversational system with Landbot, very engaging and funny too, which allows them to gather a full set of information from their users and convert them into leads in a pretty straightforward way. We saw that we’re able to get them 300% more leads compared to the same period in time from last year which is great, however the most important benefit is not the volume but the quality!
In fact, another study by Epsilon
found that 80% of consumers were more likely to do business with a company if it offers them well targeted, meaningful, and personalized experiences.
Say Their Name
“Remember that a person’s name is, to that person, the sweetest and most important sound in any language”, writes Dale Carnegie in his book How to Win Friends and Influence People. By using a person’s name whenever appropriate, Carnegie suggests, you might have a better impact on the way of thinking of that person. This is a small step, though, that used in an honest way, can transform basic interactions into something meaningful.
Customized experiences make us feel special as they stand out in a sea of sameness. By creating a highly personalized experience that understands the consumer and anticipates their needs has a high importance in building customer loyalty. As Mattia says,
“We want to keep going one step further and help our customers use real-time data to create highly engaging communication that is relevant to their users. With Landbot's Dialogflow integration, we’re able to provide a hyper personalized and more natural experience for them. For us, the best way to leverage the conversational approach in the digital marketing world is to try to provide an experience as similar as possible to what people expect in real life.”
Uncertainty drives change
Internet behaviors are changing constantly, with worldwide influences shaping people's expectations and preferences across the globe and conversational interfaces have the potential to revolutionize the ways in which each and every one of us interacts with others, whether that’s with family and friends, colleagues or business partners. Additionally, with the COVID-19 pandemic impacting our lives, people rely more in the digital world to help them cope with life and work under lockdown, including how people shop. In fact, many physical stores are moving to e-commerce as a necessity and experimenting a rapid exponential growth.
With increased demand, it’s now crucial for the ecommerce industry to create trust and develop a relationship with shoppers,
“During these odd times, at Conversational Design we’ve been receiving quite a lot of collaboration requests. A pretty amount of these are for ecommerce, where they want to make a difference with a more direct and human (or human-like) contact. With Landbot we can provide them, not only the possibility to instantly engage in real conversations with their customers but also combine it with other third party tools such as Facebook Messenger, which is used by so many people and from where we can design an entire marketing campaign
”, refers Mattia.
In business as in life, relationships are everything. And every relationship starts with a conversation. When you have a team with so many different skill sets that embodies human relationships above all, the sky's the limit.
Conversational Design is a Certified Landbot agency. Need a hand? Click here