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Capgemini Research – The 3rd Dimension of Customer Engagement: Conversations

The Capgemini Research Institute recently released a report titled: “Smart Talk: How organizations and consumers are embracing voice and chat assistants.” The study surveyed 12,000 consumers and 1,000 business leaders, to understand their perspectives on conversational interfaces.

The results are indicative of where digital commerce is headed:

“Consumers increasingly prefer to interact with voice and chat assistants over humans, especially when it comes to researching products, learning about new services or following up on post-purchase customer service queries.”

The research found that 76% of companies have already seen measurable benefits as a result of implementing conversational technology, such as significant reductions in spending on customer service and an increase in consumers using digital assistants.

It’s the convenience and personalization of conversational experiences that are quickly pushing conversational commerce into the mainstream. For businesses, this means that it’s time for transformational, not transactional change – a new way of thinking about retail, technology, and people.

Implementing the 3rd dimension of customer engagement, conversational experiences, is no longer an option.

1st dimension: Content.
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

2nd dimension: Customer interaction.
Structurally engaging consumers, such as via social media or reviews, to increase the average level of consumer commitment.

3rd dimension: Conversation.
Listening and asking questions, conversing rather than communicating. As consumer expectations evolve in line with digital transformation, businesses can no longer sit on the sidelines. Building on the 1st and 2nd dimension of customer engagement, conversations are a powerful way for companies to greatly improve the convenience and efficiency of shopping and buying experiences – especially for low-involvement purchases.

By integrating conversations in customer journeys, you can truly understand customer needs and behavior and deliver finely structured and intelligent, contextual experiences that provide every individual with the right product, content and offer in the right form at the right time.

Surveyed executives consider conversational assistants to be crucial for customer engagement, and the overall customer experience. You can access the full report here.

What about your company? Do you offer 3D customer engagement and experiences?
Get in touch to learn how you can make it happen!

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