Customer Contact

by Jiaqi Pan, CEO and co-founder of Landbot

Forms are an essential tool for marketers that allow them to collect information and have key questions answered. However, excessive fields, clunky landing pages and error messages are preventing them from reaching their full potential. Marketers are losing all-important leads because style and design are lacking substance.

As the world advances, digital tools develop and habits change, and the more data harvesting must adapt. The pandemic was a wake-up call for businesses without the technology infrastructure in place to stay connected to their customers. Innovation must be at the forefront of strategies or they risk falling behind.

Stepping out of the comfort zone may send alarm bells ringing but agility is fundamental to business survival. Legacy-driven systems must remain just that – a legacy. It’s time to look at how we can enrich forms to capture the very best data customers have to offer.

Form frustration

Web forms allow customers to input information, from personal data, questions to experiences. Businesses can analyse this data to action to reach certain business goals. As far as data collection is concerned, they are an effective and ethical tool in gathering customer information.

Their design has seldom offered the most positive customer experience, with multiple landing pages, monotonous procedures of moving from box to box and field error messages – this can cause customer frustration and abandonment of the entire process.

Webforms are not built to be arduous but to engage customers in digital relationships with businesses. If attempts to create a rapport between customers and businesses result in leads being terminated instead, they must be considered a failed system. Methods of capturing leads must evolve with the changing landscape around them.

The tides are turning for businesses as well. Web forms are causing inboxes to overflow and messages to get lost in an abyss of similar queries. Problems have been left unanswered, furthering customer frustrations. To go formless appears to be a massive jump, but when customer satisfaction is at risk, the rewards make investing in new, modern alternatives worth it.

Technology is a customer companion

The past 18 months have seen our dependence on the digital world increase dramatically, with digital innovation following suit. Institutions have to provide digital solutions to operate effectively. With technology more accessible than ever before, it’s now a choice for businesses to stick with conventional technology over more helpful methods of lead generation.

Real-time conversational tools are an example of the strides made in the customer service sector. They are multi-purpose tools with varied use cases that are designed to be a companion to customers in navigating their digital needs.

In the past, chatbot scepticism has derived from the desire for person-to-person conversation. Technological advances now allow seamless bi-directional communication without the need for a human presence.

Rule-based, no code chatbot builders are a tool that allows businesses to deploy their chatbots with little-to-no coding experience. Deployment is made simple and easy as IT departments do not require dedicated chatbot teams nor extensive training for them to succeed.

Chatbots are now easily configured and readily deployable to business requirements. The purpose of a conversational tool is not to replace humans and their jobs but to allow the reallocation of resources that can now attend to other more immediate needs. Chatbots help businesses work smarter, not harder.

The power of chatbots

Chatbots enable the exchange between business and customer, turning raw data into conversation. This data can be stored within internal systems and then processed into analytics. Once gathered, the data is multi-functional, with a plethora of different opportunities for optimisation.

Marketers can be provided with the appropriate guidance to target a specific customer’s needs. Customer support professionals can make informed decisions to help their consumers. There is no guesswork with chatbots, nor any need for speculation. Tailored and evidence-based solutions can be provided effectively and effortlessly.

Furthermore, chatbots are available in real-time. They relay information when it happens, meaning that businesses are always informed on customer queries and submissions. According to a Hubspot Research survey in 2020, the level of service that might have been acceptable to a customer 10 years ago, could now result in complaints as customers demand responses in minutes, not days. Chatbots help to increase the speed of reply time and also reduce customer frustration in the process.

The conversational economy

The digital revolution is here to stay. Rather than fight against it, businesses can harness the conversational capabilities of chatbots to generate leads and nurture customer relationships. This ensures businesses remain competitive in an increasingly challenging market.

Traditional lead generation has served us well but innovation must be a priority to stand head and shoulders above competitors. As markets become more saturated and satisfaction more challenging to attain, conversational assistants present businesses with an exciting opportunity to capitalise on in 2022. Put simply, it is a case of evolving or being left behind. Businesses must embrace the opportunities that digital innovations afford us to see the businesses growth that will result.

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