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Within the 2022 Online Sales Study, the reasons why consumers turn to these digital media were revealed.
For McKinsey there is a clear advance in the conversation between brands and consumers, where digital has helped to detonate.
The pain points in electronic commerce, these are situations that represent the stress that is registered in these areas, where there is a crucial activity to follow and that is how brands solve these circumstances.
Communicating brands with consumers is essential in any marketing exercise. marketing and when it comes to solving problems in a electronic commercecommunication is definitely a key area to identify the pain points assets that a digital domain lacks.
To facilitate communication, the digital scenario is essential. McKinsey drove a study where he discovered that in North America, the 65 percent of the interaction that consumers had with brands was through digital media.
The channel has enhanced communication due to its ease, its scope and the opportunity to measure what is wrong and how you can solve it with conversational marketing strategies.
All this you can learn in the National Congress of Digital Marketingto celebrate the September 21 and 22however, a practical solution that you can apply right now is to have on hand references from research such as the Online Sales Study 2022where the reasons for buying online are very clear and the arguments serve as a way to reach opportunities in which possible problems that the consumer of your site will face can be solved, just as explained Barbara GurjaoCommercial Director of sinch Latamin this interview with Merca2.0.
Merca2.0 – What are the pain points of the Mexican electronic commerce of this 2022?
BG- The main evils of Mexican commerce are the confidence that people have today to buy online and for purchases by phonepeople become afraid of fraud, of falling into phishing for instance.
If I make a purchase and receive an invoice to pay, Mexicans are suspicious if that invoice is really real or if it was a phishing, if someone went in there and actually sent something that is not real and is going to pay an invoice that is going to a fraudster So there is a great concern with security in the use of financial transactions, in the use of purchases made by electronic commerce in general, not only electronic commerce through mobile phones, but also online, I think the The biggest concern today is cyber security, everyone is very concerned about their data being leaked and how can businesses lessen the risks.
Merca2.0 – What insights are most used in artificial intelligence technology aimed at chatbot?
Barbara Gurjão – usually in sinch we record the answers of the clients and that gives us insights to change the route, many times to change the way companies communicate or even to improve their products. Generally, chatbots are used in the market of NPS, in the NPS surveys, from which highly relevant information is obtained. While for a collection market, for example, the chatbot to see with the client if he is able to pay his invoice and thus the company can receive it faster. In short, the insights really come from customer responses, the more complete the customer responses, the better the insights we get. Our artificial intelligence captures the answers and translates them into a word cloud, with this tool, companies can change their route, change products, improve the customer experience and even their own offers.
This knowledge that we use is also related to the whole customer journey. Within the “consumer journey” we can understand the preferences of customers, for example, if they are more likely to recover the cart or if they leave the purchase for later, in the case of electronic commerce; if you prefer to respond with the use of buttons and have a faster response if you have those buttons inside WhatsApp; or if you are a person who prefers to send a voice message. These are some of the insights we gain from using AI technology. Chatbots show us the behavior of certain users, even by region, such as central Mexico, for example, people who work in a company have little time to chat, so they use buttons more than voice, for instance. But if you go to a suburb where people are less educated, many of them are afraid to write to a bot for fear of typing incorrectly and so they prefer to press buttons or even send voice. Artificial intelligence brings these insights to Sinch.
We do studies in which we find that most users like to communicate with bots without having to use a human service channel. However, this depends on age groups, among other factors, there are those who do not trust bots very much or do not trust technology very much and prefer to talk to humans.
Merca2.0 Does the marketing conversational, what does the Mexican user value of this resource?
BG – The Mexican user values the agility and ease with which a bot can talk to him, that is, when he wants to talk to a company, he wants it to respond quickly to his request in the channel in which he is. So the quicker the company responds, the quicker it will understand that if I’m in Facebookthey answer me in Facebookif I am in WhatsAppthey answer me in WhatsAppor if I’m in Instagramthey answer me in Instagram.
Agility and multi-channeling are fundamental factors, and Mexicans are asking for it more and more. We know that WhatsApp It has grown a lot within this market and it continues to grow. Something we see inside sinch, there is a very strong demand in Mexico itself, it is a promising market; every time we have a meeting with a client of ours, be it a bank, retail or health sector, they are clients who want to be where the consumer is and want to speak with them quickly, providing them with the tool they use the most.
Companies also increasingly want to avoid paper, because Mexican users like technology more than ever. And the pandemic caused that behavior to change too, all over the world, especially in Latam. People after the pandemic don’t want to go to a store, they don’t want to receive paper and alcohol gel. People want to have their own mobile phone, they want to stay at home and receive products, receive services and talk without having to go to a branch, without having to go to a store, without having to go to a supermarket, the easier and the better experience is access to this type of communication, the greater your preference.
The consumer is increasingly used to conversing with brands through digital elements and to the extent that this trend, driven by conversational marketing, grows, better work strategies are being designed, which at the end of the day confirm the importance of communication in an online store.
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