It's a Team Thing: Conversational AI in the Enterprise
At Snaps, our vision is to help enterprises create the best conversational experiences in the market, and to make them available anywhere their consumers want to engage: whether in a messaging or other kind of app, website, email, SMS message, search query, smart speaker….truly anywhere.
Having such a wide product vision also means working with a number of teams and stakeholders to get the right Conversational AI (CAI) strategy in place, where our intelligent and integrated bot platform drives the business impact across those teams.
When engaging with a potential partner, we are able to deliver on our vision of phenomenal experiences if we first understand what a business wants to achieve with Conversational AI. Sometimes the goal is as simple as “test and learn,” sometimes the intention is to capture a short-term marketing opportunity, and sometimes it’s to offer a better, integrated, always-on customer experience.
Regardless of the goal they’re trying to achieve, all businesses are looking for an investment in CAI to deliver business impact, which can be a combination of increased revenue or decreased costs.
Since the impact can be company-wide, who should own your business’ CAI strategy, implementation and optimization? We have found that the following departments, which benefit most directly from CAI, are the ones that should agree on how this broad conversational interaction with customers and prospects should be managed company-wide.
In the world of eCommerce, there’s nothing more important than converting the traffic that hits your website. Since mobile conversions for retailers hover in the 3% range, any improvement to a customer’s experience when they land on the .com can have a massive impact on sales.
Hitting growth goals means getting the onsite experience right, which means overcoming a mountain of challenges.
First, enterprise eCommerce stacks are often shockingly complex. Most global eComm businesses have dozens of different technologies working to create the optimal experience for every site visitor. There are backend integrations with CRM systems, product databases, customer service platforms, personalization tools, multi-language support, analytics tools and more. Simply navigating such a complex stack and getting it all to work together can be enough for teams to throw up their hands.
Second, getting the optimal path to purchase can be a real challenge. Most site visitors bounce on their first page visit. When they do, businesses are leveraging increasingly tired channels like email to get consumers back. While still effective, email open rates are in steep decline as email clients like Gmail do more filtering, and as consumers become increasingly exhausted from the sheer volume of communication.
For eCommerce teams, CAI is typically used to improve conversion rates by deploying an onsite chat experience to find the right product or gift, receive promotional material via opt in, or answer frequently asked questions to help the customer evaluate a purchase decision.
We also have a number of partners who leverage SMS or messaging apps like Facebook Messenger to re-engage users if they drop off anywhere in the purchase funnel. With Conversational AI in those channels and others, we’re seeing significantly higher opt-in and conversion rates versus traditional channels like email.
Customer Experience Leaders
Customer Experience (CX) teams are -- no surprise -- looking for the best overall experience for customers. This goes beyond advertising, marketing, commerce and customer success, and really combines those practices into thinking about the overall customer journey.
With that said, the center of CX leadership tends to orient around customer service, both pre-purchase and post-purchase care. CX teams are typically looking to offer the best possible service without scaling costs for the overall organization.
Often, customer service agents are overburdened as they handle routine inquiries that are relatively easy to automate, such as frequently-asked questions, order tracking, returns and exchanges. These tend to be the top ways that service teams connect with customers.
It turns out that an automated experience for these contact drivers is often better than when handled by a live agent. Automated experiences are always on and are quick to respond. Hybrid processes that allow automated agents to slot into the conversation at the right time can maximize efficiency, improve experience and enable agent teams to handle more complex cases.
We’ve had partners reduce their live agent handle time by 50%, and we’ve seen 60%+ reductions in customer service volume as a result of leveraging Conversational AI.
Advertising and Marketing Leaders
Advertising and marketing departments tend to have different problems than their peers in the core eComm and CX functions, such as being challenged to meet or exceed their new customer growth goals.
Marketers need high performance channels for acquiring, re-engaging and maintaining communication with their customers. Most marketers are focused on the top-of-the-funnel: driving awareness, engagement and consideration. For these teams, a Conversational AI strategy is usually centered around how to engage customers in channels like Facebook Messenger or Google, and how to establish lasting relationships across these channels, as well as through email and SMS.
CAI is highly effective when leveraged in external channels such as Facebook Messenger, Google, SMS, messaging apps like Viber and other platforms that enable customer acquisition and re-engagement. We’ve seen teams achieve 14x and higher return on ad spend, and re-engagement open rates as high as 90% (10x higher than email).
Global Social Teams
Unlike most departmental teams that we work with, Heads of Social need to operate like mini-CEOs for the organization. Social media is both a marketing platform and a service channel, with social teams often handling more complex versions of the same challenges as CX, marketing and eComm teams, but at a smaller scale.
Most social media teams are over-worked and under-resourced. They need to drive their brand forward with next-generation, bleeding edge marketing initiatives, and they also have to listen and engage with their customers across multiple channels.
What social teams primarily need are capabilities to let Conversational AI answer low level, automatable requests and inquiries, which frees the team to shift from defense to offense. We’ve helped teams lower their service volume by up to 60%, which opened up capacity for the teams to be more creative, engage in more marketing, respond to more inquiries and build more community.
These are just a few examples of how we’re seeing global teams work together to apply Conversational AI to their various functions and KPIs. How can we help you? Request a demo to learn more about Snaps' conversational AI platform.
Snaps is changing the way brands build relationships with consumers through conversation. Global brands like Nike Jordan, Marriott Rewards, Live Nation, VICE and more leverage the Snaps Conversational Marketing Platform to acquire new customers, increase lifetime value and improve customer experience with messaging technology. Snaps is an Inc. 100 business, one of the few companies listed in Facebook Messenger’s Partner Directory, a designated Leader’ by Opus Research and frequently covered by Forrester research on conversational marketing.