Customers will always want to speak to someone during their journey to purchase, especially when a decision is close to being made. Why? Phone calls are immediate, they remove the worry of waiting for an easily ignored-email reply. Speaking to a human representative can make explaining a complex situation much easier. A Google study found that 61% of mobile users call a business when they’re in the purchase phase of the buying cycle.
The type of purchase is usually a good indicator of why this person is calling, if a considerable amount of money was spent on a car or home, customers can be assured more easily with a voice. Filling out forms simply isn’t a popular form of communication anymore, to combat this, there is now an option to automate the process by adding auto fill extensions to their system.
Automating form filling may have eased customer frustration but it hasn’t deterred the need to talk. Click to call has influenced nearly one trillion dollars in consumer spending according to BIA/Kelsey.
Click-to-call is another automation designed to combine both a customer’s need for quick action and personalisation. Almost all websites on the internet offer a clickable option to call. According to a report by Google, after Esurance, an American Insurance brand, began placing click-to-call ads in their search results they saw a 200 per cent increase in traffic on their mobile site.
The future of B2C is looking more like a speedy and predictive space for talkers. Instead of wasting human agents’ time on arbitrary questions like store opening times and parking, machine learning technology and FAQ-type voice bots will handle the simpler questions while prioritising more complex queries to their human counterparts.
With this in mind, speech recognition tech is set to become a common addition to everyday life. Most heavyweights in the industry predict a time when customer service will be sophisticated enough for “Star Trek style full conversations where the computer interacts with the user and can control technology,” says Peter T. Boyd, President & Founder of SEO firm PaperStreet.
Either way, conversations will still be happening, and creating a streamlined path to boost the brand conversation economy is down to keeping up with the digital Joneses.