The customer-centric blog of Linc Global
Article Originally Posted on smartinsights.com
I remember sitting in class one day at University, and the plucky, outspoken prof announced to our lecture that most of us would be doing jobs that don’t have names yet. As a concept, this seemed to make sense, but as a reality, I couldn’t imagine how jobs could materialize from thin air, at least with such a lack of predictability that we didn’t even know they’d be needed. Fast forward to today, and I’m fairly certain my prof would be ready with a warm-hearted ‘I told you so’, if I explained what I’ve seen develop this year.
Email is the new filing cabinet. When’s the last time you checked email? How about when you last checked your phone for new messages? If you’re like 4 out of every 5 consumers, you went first for messages and left email alone. Most people leave it alone for a day, or 2, before checking it, and it is earning a reputation for being a place where official records are sent and can be searched for later. Click video to learn more: It’s definitely not where most people chat about the weekend’s plans, or check out the latest styles from favorite brands. Now, this shouldn’t surprise anyone, but based on the ecommerce’s love affair with email, it would seem that there’s a misalignment between marketing and its intended audience. While many consumers are using instant messaging, text and social apps multiple times per hour, brands are working hard on their email creative for the week, and setting up their campaigns to go out at just the right time, though it has far less impact that it did 10 years ago. This is troubling for a number of reasons, but let’s keep this brief. Primarily, the problem here is that many teams are structured around channels. And at a higher level, many companies are structured with marketing, ecommerce and customer service teams sitting apart from each other, and doing their level best to “enhance communication channels” and ‘share data’. So while consumers are putting little voice assistants in the kitchens, living rooms and bedrooms, email marketers are working hard to get their graphics approved and their segments locked down. Seems like something’s a little off, right? It is. Though email is still an incredibly effective channel for ecommerce marketers, not many brands are investing in newer ways to connect with their customers. And though we used to talk about preparing for new channels, the new apps and devices consumers are using today represent the need to do more than just develop a strategy for a new channel. The real showstopper here is that marketing, sales and service all collide on these channels when its done right. And that doesn’t jive well when you have separate teams. So while 20-somethings are scribbling on photos and sending them to their friends, brands are trying to figure out whether Messenger is going to work well for customer service. Or if they should have a branded skill on Alexa that offers some content to the customer. If you’re having these conversations at the moment, please stop. With most of your customers going to instant messaging as their first communication channel, and the majority of consumers who have bought voice assistants saying there’s no way they would want to go back to their life before voice, its time to start learning about what these channels can be used for, when the customer is put in center-focus. The opportunity is real, but only for brands willing to step outside their traditional mindset. Customers are ready and willing to build new habits, and will be delighted by the services that can be offered through these channels. The same channels they use dozens of times each day. The biggest brands recognize this, and that’s why they are investing in voice, and chat, with a focus on the customer’s interests. They see the opportunity and know the time to start is now. For many others, there’s a hint that this could be mobile all over again - too slow, too little, too late, and too many lost opportunities.
It’s not easy to give customers what they want in places and mediums that are most familiar to the retail industry, let alone on emerging channels like chat and voice. When 1–800-Flowers.com launched its chatbot, it was hailed as an example of capturing commerce interactions on a new channel and giving customers the convenience they crave. As Forrester has since identified, however, the chatbot “forgets users’ information if they try to return to their task the next day — despite displaying the previously entered data earlier in the Messenger conversation.”
While brands have scrambled to launch Facebook Messenger chatbots since the social media behemoth opened up the channel for development last year, the early results haven’t been particularly promising. Facebook is seeing a 70% failure rate among those 35,000 or so bots when it comes to understanding user requests. To combat this poor performance, Facebook is making some changes to Messenger, including adding a persistent menu that will allow users to choose from a number of requests or statements instead of using natural language and risking stumping the bot entirely.