Hi everyone, my name is Alvin

Conversational commerce is actually not a new term. As early as 2016, when FB announced the opening of the Messenger API at the F8 conference, the applications of chatbots (ChatBot) have sprung up everywhere; When interacting with ChatBot, the user can complete the purchase behavior without going through the service of "real person", and just follow the automatic reply. This new type of chat commerce allows brands to save a lot of customer service costs in the process of satisfying customers before and after sales. At the same time, the application of ChatBot in automated reply and marketing activities can help improve business. The amount has a very important impact.

I was very impressed. From the end of 2017 until 2019, chatbots were a very hot topic. It seemed that every brand needed to import such services. At that time, chatbots were regarded as digital transformation by enterprises. Today, when you import ChatBot application in your service, you will be a big step closer to the success of digital transformation; in an instant, conversational commerce has become the world of ChatBot, in addition to the common click-type ChatBot, now more AI-powered ChatBot without semantic analysis function really represents the continuous evolution of conversational commerce. (However, AI ChatBot is not in the scope of today's sharing, mainly about real AI / fake AI and application popularization, etc., covering too wide, too deep, and my younger brother's ability is not enough)

The hidden worries brought by the ChatBot standard reply

According to "Evolution of Electronic Commerce: Conversational Commerce"

63% of consumers have sent a message to the brand

Among the messages sent by these consumers, the common contents are as follows:

1. Inquiries about product information account for 45%

2. Want tailored advice 31%

3. Want to get product discounts account for 30%

The most popular ones on the market are click-type ChatBots (also known as ClickBots). Click-type ChatBots can help companies provide standard answers to consumers, just like the above mentioned [product information] and [product discounts]. ; but if consumers want to get tailor-made and personalized advice from companies, ChatBot's standard reply will likely have the opposite effect; therefore, more and more consumers will no longer Want to interact with ChatBot, and even more often, they will directly ask the company's real customer service to reply to the question.

Never let ChatBot replace a real person

ChatBot has many obvious advantages. It can acquire customers, increase revenue, and reduce customer service costs. It can cope with 60% - 70% of consumers without problems; but for the other 30% - 40% of complex needs, enterprises still need to rely on real customer service. For consumers, only with the hard work and dedication of real customer service, companies can truly provide consumers with the ultimate personalized experience, and providing the ultimate personalized experience is a major issue in the current retail industry.

The current business dilemma of the retail industry

According to the 2019 Ministry of Economic Affairs' retail industry survey report, the top three retail industry operating difficulties are:

1. Intense price competition and low gross profit

2. Changes in consumer behavior

3. Increased labor costs

Today, let's leave the first and third points aside, because that is the result of the interaction between the overall employment environment and market competition, and we can only change the limit.

Therefore, let us focus on the second point -> [changeable consumption behavior] The [changeable] mentioned here refers not only to the change of channels and channels, but also to the stimulation of competing products and changes in the industry , which leads to the variability of consumption; it also makes consumers take longer to make decisions when purchasing goods; in order to solve the variability of consumption behavior, the following three key points must be paid attention to:

1. Timeliness

> Enterprises should try their best to reduce the time when consumers have doubts about products. ChatBot's automated reply can stop bleeding at the first time and solve common problems encountered by consumers.

2. Personalization

> Provide personalized information tailored to customers. The value of real customer service will be fully reflected in this link. Through one-on-one chat, both parties focus on professionalism and supplemented by empathy. Only real customer service can provide consumption The ultimate personal experience.

3. Belonging

> This is derived from the above-mentioned personalization, which is derived from consumers' dependence and emotions on enterprises, and is also the peak of the business model that each enterprise hopes to achieve.

If enterprises want to manage the above three issues well, it is believed that in addition to the introduction of ChatBot, the importance of one-to-one real customer service is self-evident.

The value of conversational commerce is to provide the ultimate personal experience

recent experience

When discussing digital transformation with retail brands recently, I always emphasize the importance of one-on-one human customer service. In recent years, the amount of information consumers receive every day is staggering. In this vast sea of commodities, the service you need to rely on to choose to buy your commodities is a personal suggestion.

Moreover, digital transformation does not mean that you need to reduce or exempt all expenses related to labor costs; the value of digital transformation lies in that even if the original manpower is maintained, digital marketing tools can be used to increase the number of consumers that can be served and improve service quality , and ultimately ushered in an increase in overall revenue.

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