During a recent Salesforce Basecamp in Zurich, we presented a use case for Conversational Commerce using different salesforce technology layers. The use case was for a user interacting with its fitness advisor (we used Google Home Voice Assistant). In the video below, you will see how the voice assistant is able to understand the user’s situation and offer sympathy. In addition to that, it gives recommendations based on the consumer’s current situation.
Conversational Commerce will reshape digital experiences
The above conversation between the voice assistant and the consumer could very well have been in the form of a web chat or on an app or service call. But, the personalization that voice provides is second only to human interaction. A proof of this is a recent Conversational Commerce study which revealed that voice assistants will become a dominant mode of consumer interaction three years from now. Consumers would use this channel and they would expect a better customer experience as compared to any other user engagement channel. It allows brands to provide convenience, personalization, and efficiency to consumers. Finding your brand voice will connect you with your consumers in a whole new way.
When e-commerce was still on the rise, there was fear among traditional store owners, especially mid- to small-sized stores. The e-tailers were providing consumers with convenience, speed, and a better customer experience. Hence, we saw a rise in the number of users choosing online stores as their preferred shopping destination. However, this did not spell the end of the traditional retail store. It just meant the consumers now expected more from their service providers. The brick-and-mortar stores adapted new technology and, as the digital era ushered in, we saw a lot of these stores creating their online presence as well, allowing consumers to shop from the comfort of their homes or to walk-in to the store. The consumers were given the same level of service irrespective of the medium they chose to interact with the brands.
Voice: helping us make conversations effective
Voice assistants now provide a similar opportunity to businesses. A recent study revealed that 51% of consumers already use voice assistants. It is a convenient and faster way for consumers to connect and interact with their brands. It, in turn, also allows businesses to engage with their consumers in the most human way possible – by talking to them – while providing a level of service that might not be humanly possible, at all times. Voice assistants are quickly becoming the preferred way of communicating with brands.
Machine learning and artificial intelligence are powering Conversational Commerce into becoming a platform that will help consumers and brands have effective conversations. With the help of these technologies, brands will be empowered with data about the consumer’s behavior that can then be used to provide a personalized experience to the consumers. Brands will have to find their voice.
Conversational Commerce is not restricted to online businesses. The concept of Phygital is quickly catching up. It simply means merging digital experiences in physical stores. Our team of experts will be at Dreamforce this year, and you can also catch some of these technologies in action at our booth. Meet our experts and talk to them about technologies such as voice assistant and platforms such as Conversational Commerce and how they can help your business achieve agile connections at scale.