Why a Conversational Growth Strategy is a Must-Have for a Business

What is a conversational growth strategy?

A conversational growth strategy is a plan for business to scale their communications with customers through two-way interactions that spans throughout the customer journey funnel.

An effective conversational growth strategy supports a better business growth, it makes marketing campaigns more effective, increases sales conversion and it decreases customers churn rate.

Why should a business have a conversational growth strategy?

Conversations are natural

People are used to conversations. Asking questions, get directions, ask for advice are all carried out through conversations. As a matter of fact, 44% customers say that live chat is the most important thing for a business to have to help their customers, based on the research done by Nextiny.

Conversations drive relationships

Because conversations are natural, when done properly businesses can ask information easily without sounding like an interrogation.

Conversations takes a business a step closer toward conversions

In a B2B business, conversions rely heavily on the conversations as the Sales Team go through various meetings and presentation before they can finally win the deal. In a B2C, conversations guides customer to shift faster from consideration to purchase stage, for instance when sales assistant helps

How to build a conversational growth strategy

Because conversation is natural for people, most businesses already have somekind of two-way conversations in place - like a live agent chat or phone calls. So that is a great way to start because now businesses can analyze current customer interactions - What kind of questions do they ask? At what time do most people contact ? Which channel do they use the most? These informations serve as the foundation to create the most efficient conversational growth strategy.

Create a uniform conversation style

Marketing works closely with a standardized guidlines called Brand Guidelines that tells what kind of voculabulary should be used, whether emojis are allowed to use, what to say to an angry customer and etc.

For example, customers might enjoy a more friendly and lighthearted tone when they’re engaging with your content. However, they might find it frustrating in support situations where they would prefer clearer and concise communication to help solve their issue.

These guidelines ensure that all messages that are sent to the customers have uniform style to ensure the same brand image is portrayed. It also helps to create a standardized message templates that can be re-used and tweaked to maintain constant high quality messages.

Create a seamless process

An example of a seamless conversation process is when a customer asks a certain complex inquries and they should be referred to a specialist, they do not need to repeat their inqury for the second time. This kind of process can be carried out only if there is an integrated system.

Be flexible and keep adapting

One thing to note: a conversational growth strategy evolves as customer communication preferences change. Currently, people might prefer to use certain communication channel, but it might possibly change in the next 5 years. So it's important for businesses to keep on the lookout.

How does 3Dolphin implement conversational growth strategy?

One of the application of the strategy can be seen in the seamless process from Chatbot to Live Agent that can be accessed in our Live Chat on our website or our WhatsApp Business Account:

Consult about your business Conversational Strategy to us, 3Dolphins offers wide variety of solutions to scale your strategy here.