Why conversations are a must have for online retailers

Relationships between customers and brands are constantly changing and evolving. It’s up to businesses to be flexible and adapt to these changes by finding new ways to communicate with the consumer so they truly feel listened to.

Authenticity is 🔑

Generating organic, authentic conversations has become a crucial tool in efficiently understanding customer needs. Although quality conversations directly have a positive impact on conversion and customer experience/satisfaction, it can quickly become an expensive activity that is hard to monitor properly. This is why it is necessary to be able to place a value on conversations, measuring the impact they can not only have on the bottom line but also the lifetime value of your customer.

Recently, iAdvize commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study, which examined how one retailer transformed their e-shop into a destination with the launch and scaling of the iAdvize independent expert service called ibbü.

What is ibbü ?

ibbü, a service created by iAdvize in 2015, refers to a community of independent experts in different sectors, who advise online visitors and are available by chat 24/7. These experts are genuine, authentic and passionate people who want to share their interest in the brand they represent with others. This service provides the visitor with a high-quality and positive, more memorable customer experience.

In the study, Forrester interviewed a fast-growing European online retailer that have been using ibbü for over a year.  After conducting a financial analysis covering the prior 3 years, they found that the customer had generated a whopping ROI of 64% with the service. 💰

The bottom line

How do we explain this ROI? When it comes to customer experience, consumer expectations are on the rise and so is competition. The main reason why ibbü independent experts generate an average of 93% in customer satisfaction scores 😀, is that the service is designed to deliver a customised, real-time and authentic solution that helps bridge the gap between the consideration stage and the purchase stage in the buyer journey.

The key point to remember is that good customer satisfaction rates are obviously generated from happy customers who have had a positive experience with a brand.Good feedback is great for business, but it is impossible to deliver perfection to 100% of customers at all times. Mistakes will happen and customers will get frustrated. That doesn’t mean negative feedback can’t serve a purpose. In fact, 95% of people who previously had a bad experience with a brand will give that brand a second chance if they find that their complaints or issues have been handled in a proper, human-to-human way. 🤗

Chatbots are certainly able to serve a purpose but by adding a little human touch into the mix you can make them outstanding. Want to learn how?

💡 Register now for the upcoming webinar 🎥 Click here: How conversation can transform your e-shop into a destination, featuring Forrester Research.  

Joanna Rouby

Franco-British marketer

Marketing UK at iAdvize

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