{"id":105194,"date":"2018-01-12T09:00:51","date_gmt":"2018-01-12T09:00:51","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=105194"},"modified":"2018-01-11T15:41:53","modified_gmt":"2018-01-11T15:41:53","slug":"conversational-design-futire-forging-great-customer-relationships","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/customer-relationship-management\/e-crm-strategy\/conversational-design-futire-forging-great-customer-relationships\/","title":{"rendered":"Conversational design is the future of forging great customer relationships"},"content":{"rendered":"

Chatbots that say \u201cI\u2019m sorry, I don\u2019t understand that\u201d fail in today\u2019s consumer-brand interactions - here\u2019s why!<\/h2>\n

At MarTech San Francisco 2017<\/a>, Nick Pandolfi of Google\u2019s Global Product Partnerships claimed that language is the new user interface. But chatbots are still a nascent technology, and they come with positives and negatives. People are willing to use them and find them valuable, especially during purchasing, but if a company\u2019s chatbot is poorly designed and leads to a negative interaction between the consumer and brand, then that person will likely never come back. The more conversation technology improves, then, the more consumer expectations will evolve, too.<\/p>\n

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As chatbots become more fundamental to consumer-facing experiences, chatbot designers must make their creations more human<\/a> by improving natural language processing and contextual responses. Because those marketers who don\u2019t recognize the vital role conversational design will soon play in the brand-consumer relationship are the ones who will leave their companies without a voice.<\/p>\n

\"Chatbots\"<\/a><\/p>\n

Adopting a customer relationship management mindset<\/h3>\n

As consumers take more control over their brand experiences, they expect companies to provide concierge services that empower them to take charge. For this reason, social media and customer support have converged<\/a>, and chatbots will only enliven this experience by allowing brands to act as personal concierges for consumers online. Facebook, for instance, is committed to delivering brands utility through chatbots while promoting them via the bots\u2019 Discover feature.<\/p>\n

Smart home technologies such as Siri, Alexa, or Google Assistant have already familiarized many consumers with chatbots. Even those who don\u2019t use these products understand what these technologies are capable of, and marketers must be ready to fulfill this shifting consumer-experience expectation if they want to keep their companies viable in the marketplace.<\/p>\n

By connecting to CRM systems, chatbots can provide a host of individual services that further tailor the consumer experience. In automotive sales, for example, chatbots like Carla, a product of CarLabs<\/a>, can already handle most of the post-purchase interactions in automotive sales. From scheduling service appointments to talking prices to communicating recall notices, Carla handles many CRM tasks while personalizing the experience for each user. Such interactions have the potential to spread across the digital ecosystem \u2014 from social networks to smart home devices \u2014 and provide consumers with seamless and customized experiences no matter where they are.<\/p>\n

The future of conversational design<\/h3>\n

Better conversational design leads to range of benefits, from smoother online experiences to increased revenue. But companies will see the most notable transformations in consumer-brand interactions and relationships.<\/p>\n