Martín Urrutia
CEO & Co-Founder


Expert Contributor

Customer Interaction a Formula for Success

By Martin Urrutia | Thu, 07/28/2022 - 12:00

Ever since the beginning of time, the art of making deep, meaningful connections has been through conversation; specifically, one that is clear, concise and respectful. The question on everybody’s lips? How do you generate meaningful conversations with customers without a physical retail space or without incessant pop-ups that can, at times, be borderline intrusive?

Firstly, put yourself in their shoes and try to understand what makes them tick, react and engage. Nobody ever likes the loudest person in the room: brands need to adopt a humbler approach to engaging with their customers, making it less marketing-centric and more human-centric.

Instant messaging and chatbots are key to this. They have revolutionized the way in which brands and companies communicate directly with consumers, bringing both parties closer, enabling dialogue and providing customers with a sense of genuine human interaction. Gone are the days of pressing “1” to speak to an adviser. Chatbots enable companies to provide real-time solutions to queries that may arise and also strengthen the chance of closing sales. At Auronix, we see this on a daily basis as our clients have noticed a fourfold increase in digital sales after having installed a chatbot feature.

Chatbots and IM functions aren’t only sought after by companies, they’re also in heavy demand by customers who crave personalized experiences and spend their hard-earned money with companies they feel fully understand them. In fact, 90 percent of customers we surveyed are actively looking for personalized experiences through different channels. At Auronix, we understand the importance of this and our solutions empower brands to reach across the gap and build the right conversation and e-commerce strategies to deliver the right message at the right time.

Getting the right message delivered at the right time depends on the stage of the customer journey. First of all, businesses need to make their customer aware that they can reach someone directly should their query not be resolved on the platform. Customers will want a timely, precise response to any queries they may have, which means that businesses should already preempt FAQs and ensure there are automated responses that can be communicated to the customer to keep their attention and maintain interaction.

To maintain customer relationships, conversation shouldn’t end at the check-out. It is important for brands to engage with customers post-purchase to ask for their review while providing them with a monetary reward to ensure future purchases. According to our data, when the above-mentioned steps are carried out, our clients have noticed an increase of up to 43 percent in customer retention and loyalty.

And the benefit is not limited to retention. C-commerce, consequently, brings significant increases in digital sales for businesses. According to data compiled by Auronix, 77 percent of the world’s users want to buy and make transactions through messaging platforms. Additionally, 63 percent of consumers would switch to a company that offers messaging as a channel.

Undoubtedly, having omnichannel solutions for customer support that provide a 360º interactive experience to the user generates an immediate impact that any business wants to achieve with the aim of retaining the customer and motivating them to buy more products.

In conclusion, we must reiterate that conversational commerce increases digital sales by an average of 75 percent for retail companies. In addition, this kind of interaction enhances the level of customer satisfaction by up to 90 percent and generates savings of up to 85 percent in operational costs.

We live in an age where it takes a lifetime to build a brand’s reputation, yet a mere few seconds on Twitter can bring a brand to its knees. For this reason, it is not enough to just establish contact with the client. Brands must create a close relationship with whoever is on the other side of the screen, allowing them to interact with the confidence with which they do it with friends, family and loved ones.

Companies must stop looking distant and unattainable for the end user and, on the contrary, with intuitive and dynamic communication they can generate an environment of trust, which translates into a higher level of identification toward the brand. Therefore, conversations should never be a one-way street if companies want to entice their customers, attract new ones and keep them engaged with their brand.

Photo by:   Martín Urrutia