What Is Conversational Service—And Why Is It the Latest Trend in Customer Support?

You may be hearing about “conversational” support, and we’ve previously discussed some examples, but let’s pin down what it really means in practice. Conversational support, service, and experience are methods of helping customers that focus on building a long-term relationship, rather than resolving a series of issues. They use context and conversations to make it easy for customers to get help while allowing agents to provide more personalized support at scale.

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Imagine trying to build a friendship with someone new if you had to ask for their name, address, and a list of interests every time you interacted. They’d be understandably upset that you couldn’t remember anything about them. And you wouldn’t be able to build a relationship if you start from the ground up with every conversation. Ease of communication and connection are starting to raise customer expectations, and they increasingly expect the same treatment from brands as they do from their friends.

Delivering this level of relational support might have been impossible at scale even a few years ago. But technology is catching up to the expectations of customers. By integrating systems and channels, and empowering agents to build relationships, every company now has the ability to deliver conversational customer support to every single customer.

So, what constitutes conversational service?

Omnichannel Outreach

With so many support channels available, the variety can be overwhelming. Instead of putting that burden on your customers, why not implement an omnichannel support solution and let them reach you on their preferred method—whether that’s email, live chat, Facebook Messenger, Twitter, mobile app messages, voice, or any other option you offer?

Traditional transactional support treats each new contact through a different channel as a different incident. Help desks allow agents to “merge” these transactions into one, but agents have to locate the tickets and information frequently gets lost between multiple systems.

When using an omnichannel support system, it’s easy for customers to contact you on their end while the conversation continues between channels, ensuring sure all the relevant information stays in one place.

An Integrated View

Understanding how customers have come to land in your queue is a big part of conversational customer support. Context is key to helping customers effectively. Pulling context from other systems, including your own product or storefront, makes it easy to see what’s going wrong, or even jump in proactively.

For example:

  • Does the customer have an order being delivered? What’s the current status of the shipment?
  • What other products have the customer purchased? Can you suggest something that fits their previous history?
  • Does the customer have a quarterly business review or renewal coming up? Should sales be pulled into the conversation?
  • Has the customer searched the knowledge base already? Have they read relevant documentation, or would that be helpful to send?

Creating a support environment that allows for ongoing conversations and a 360 view of the customer, rather than one-off phone calls or email tickets, enables you to build better relationships with your customers.

Building Rapport

It’s not always what you say—it’s also how you say it. Most people already have a good idea of what a conversational tone sounds like. It’s friendly, engaging and polite. There’s no lecturing or academic business-speak, and it doesn’t sound robotic. It’s easy to follow, and when you read it out loud, it sounds helpful and natural.

Because conversational customer support helps build relationships, you might see the same customers coming back time and time again for support. You’ll have their previous conversation history available, so feel free to ask them how their last trip went, how their daughter liked their new shoes, or wish them a happy birthday—as long as it’s professional.

Moving beyond a dry, transactional tone helps break down walls between you and the customer.

To recap:

By taking a more conversational approach, you can win over customers with an experience that feels personal, intuitive, and informed by what they really want. In essence, conversational service is how you can help your agents and your brand act and feel more human.

Whitepaper: From Transactional Service to Conversational Experience

The best way to implement conversational customer support effectively is with a tool built to handle it. Whichever one you choose—Kustomer or another option—you need a full view of the customer, omnichannel capabilities, and full agent empowerment. With that, your team can finally deliver a modern, meaningful customer experience. To learn more about how Kustomer can help deliver a conversational experience for your brand, request a demo below: