Conversational Marketing

Jeroen Kok

Agenda

how

why

what

• Changing customer relations & expectations

• Ways to anticipate

• Conversational marketing• Benefits• Technology & trends• Examples to inspire and first steps

Customer relationsE-mail

At home

BuyThe

invisible

- The first contact moment- The questions currently asked to the

helpdesk- The 5 topics you can effective

highlight in marketing

The visible

- Questions & issues that are not addressed (yet)

- Personal needs

The pain of churn and low NPS.

The invisibleQuestions

Opinions

Dissatisfaction

Insecurity

…

Opportunities

Loyalty,

NPS,

CXP,

Brand value,

Xsell

1. Customer relations

Order

Order confirmation

EmailNoReply

Web & chatNoAnswer

Callback

Welcome newsletter

FAQ → but genericChatform→ but not >21hCallback

Personal examplewhy

Growing customer expectations

Customer demands- Personalised campaigns and websites,- Overview and optional exploration,- Holistic advice |Help me decide | Free mind space- Answer questions directly when they occur.- Faster than real-time

Today- noreply@- Push emails- Responsive (longscroll + long text)

- Generic FAQs- Micro-segmentation & personalisation

why

how

Customers won’t accept it any more

Stop & Start

Understand the needhow

Listen like a friend– Understand & act in real-time – Personal, natural, empathic– But then better…

howDialogue

Help customers decidehow

Kill the maybeConversational AI can help to assess to a clear yes / no

Conversational Marketingwhat

Conversational Marketing

• Listen and Understand• Use conversational technology to listen, understand and interact.

• Connect, Interact and qualify

• Real Time - Dialogue• Use input to adapt the conversation (and campaign)

• Address the needs in real time.

• Goals• At the same time keep your goal(s) in mind and guide the conversation.

Chat for service →marketing

Dialogue

WebsitePull

Email

Push

Conversational experience

Continuous Any+

The big difference

Blending web, chat, video, voice, rich content

User first – AI first

Today Future

Conversational web experience+ pull & push+ inspire+ can ask questions - validation+ can answer question + can guide user (filter, help, next best question, provide overview, …)+ Direct fullfilment actions (live offer, direct activation, email summary or sms confirmations, …) + Up & Cross sell IF relevant+ user in the lead but bot to orchestrate

+ adapt content in real time+ continuous improvements (AI)

Website• Pull – customer in the lead• Predefined layout with topics• Customer to actively browse and

search for the relevant content.

Overkill of information – relevance, distraction, confusion.

Chat for service →marketing+ cheap selfcare+ fasto Can have seamless over to live chat and agents- currently limited in emotion and proactiveness- often text-only

EmailPush – marketing in the leadPredefined topics

- Promoted topics not always relevant or highest priority for the reader at thatmoment .

Technology is getting there

Very recentBERT (NLP)Universal Sentence Encoders (NLP)Less training | Better answers

Word2Vec Intent mappingEntity detectionRich html

Inbound

Today in production

Our GoalLayered goal-oriented conversationsNatural Language Generation

Outbound

How to get thereFirst steps and examples

Creating Conversational Marketing Campaigns

• Take users by the hand and lead

• Identify and set specific objectives

• Qualify the customers intent

• User-first Design

• UI / UX tuned to channels, medium and the receiver

• Innovative techniques | interactions | animations

Many opportunities and different formats possible- Some examples to start and some to inspire

Some easy opportunities to engage

Ik heb nog een vraag…

How to make an existing campaign conversational

Kan ik eenzakelijk nummerook meenemen?

Mijn zoon van negen al een

abo?Kan het telefoonnummer

van m’nschoonmoeder

ook mee?

Ik heb 2 kinderen, Lukas van 11 en David van 9 en

mijn vrouw heeft zakelijk….

Potential:• Free input – even richer data• Address the questions when they arise• Assist, guide and advise

What more can be done?

Hoeveel data heb ik nodig?

Example of a welcome campaign

Example conversational discovery

Booking Experience to remember

Rich media experience

A glance at the future

• Customer in control

• Instant Q&A when they arise

• Assistants & voice

• Proactive

• Faster than real-time

That’s where we are heading

Sounds quite logical!

Key takeaways

• Campagnes will have to start listening and customers expect that.

• Address the needs where & when they arise.

• Technology is getting there at light speed.

• Many different flavours possible.

• You can start today – extend on your existing campaigns.

Questions & Discussion:- Which campaigns to start with? - For who would this be interesting?

Thank you!

Jeroen Kok | +31 627086850Jeroen.Kok@mobilewater.nl

linkedin.com/in/jeroenkokbreda

Questions ?User & Goal firstCreative | InnovativeFlexible | End2End

10 Benefits of Conversational Marketing

1. Personalized communication

2. Addressing the needs in real time

3. Constant qualification

4. Communication becomes authentic

5. A goldmine of data

6. Find the pain of the customer

7. Advice - Kill the maybe

8. Shorter cycles

9. Enhanced business efficiency

10. Post transaction analytics

Conversational – the perfect communication with endusers

With Nova One powered by Mobile Water you can make the next step

in connecting with your customer. Its unique features give you the

possibility to make use of the interfaces users already know and have,

so you not need to learn them new behaviour but put them in charge.

That is because messaging is one of the few interfaces that are

understood universally and reduce confusing situations, in contrary of

web forms or web navigation.

Conversations are much more powerful than

sending emails or publishing complete websites.

In conversations you can listen, ask questions,

respond directly, inspire, qualify, and gather very

valuable information and insights which you cannot

fetch in a monologue or a form.

In automated conversations you can us this input for

your next best question, content or activity.

You can guide the users by asking questions and

directly address concerns or get feedback when they

don’t understand or want to know more.

The conversational can be started digitally in many

different ways – from a website, banner,

advertisement, email, short weblink, QRcode, social

Lower the threshold to engage. Start!

The power of conversational marketing

A conversation is the oldest and most natural way to

communicate. For years marketers have been pushing

email or websites to communicate to their customers.

With Nova One you can create intelligent and empathic

conversations to communicate with customers. New

ways to naturally inspire and show users around.