Conversational commerce is the way to optimize your customer journey

If you look at customer service and the way how customers come in contact with companies, a lot has changed over the last few years. The biggest reason for this? Conversational marketing and the growth of Artificial Intelligence. Customers who have a question about a product or their order want to have an answer quickly. This is why most companies now have the possibility to send a WhatsApp message or use a chat. But is that enough? To really improve the customer journey, you need to take conversational commerce very seriously.

Conversational commerce

Conversational commerce is an evolution of conversational marketing. Chris Messina, the inventor of the hashtag, also introduced the term conversational commerce back in 2015. He named conversational commerce in a trend report because he noticed that conversational apps were growing in users and also saw an opportunity there for businesses to use those apps. For example, WhatsApp is since 2017 the most popular social media channel, also because more and more companies are using the app. So conversational commerce really means the intersection of messaging apps and shopping. For example, a chatbot asking you if you can find what you are looking for during browsing on a webshop. 

Conversational marketing -> Conversational commerce

So conversational marketing is one thing, but the next big step is conversational commerce. The big difference is that with conversational marketing customers can chat with a company representative, get customer support, ask questions, get personalized recommendations, read reviews, and click to purchase all from within messaging apps. With conversational commerce, the consumer engages in this interaction with a human representative, chatbot, or a mix of both and the goal is to sell 24/7. 

The ultimate online customer journey

The traditional way of communicating between customers and companies is changed dramatically. Instead of calling a company and being put on hold for half an hour is not the way of working anymore. Instead, companies moved over to the channels the customers are using such as WhatsApp and making it an easy and digital/mobile experience. Also, thanks to AI and bots the companies are always able to help and respond instead of only during office hours. By changing and upgrading the communication processes you ensure to have better conversation and therefore better customer satisfaction. Because of this, the customer journey will shift to a higher level and you will create the ultimate online experience. 

So, the three main learnings are:

  1. You need to make your communications with the customer more accessible. Be present on the platforms they are already using;
  2. Make sure you are available 24/7/365;
  3. Use your chat function not just to answer questions, but also to sell!


Because of this, you offer a fast and easy way of communicating which is still personalized, human-like, and user-friendly. Want to know more about conversational marketing and commerce? Download our whitepaper here.

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