Want to revolutionize customer engagement? Start building conversational apps.

Conversational apps are programs that are similar to chatbots but go above and beyond in terms of functionality. They make personalization, scaling, and customer engagement easier than ever before.

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There’s no shortage of new terms in the technology world. One of the more recent buzzwords on the scene is 'conversational apps’ – and it’s definitely worth looking into. Ecommerce sites have integrated them, businesses creating them have sprung up, and some people are even saying that the modern customer experience requires such technology.

But what exactly are conversational apps? And how can you integrate them into your organization’s strategy? Let’s take a look at what this technology is and what it means for you.

What are conversational apps?

Conversational apps are programs that operate within an established messaging system (such as Messenger or WhatsApp) and offer advanced functionality beyond simple texting. For example, it might offer options such as:

• Choosing from a carousel of product images
• Entering credit card information to complete a purchase
• Providing a rating on customer service

Think of it like an evolved chatbot: instead of a basic back-and-forth in a stand-alone window, you’re dealing with a complex interactive experience that takes place within an app that your customers probably already have. As such, it’s a way to offer an advanced omnichannel experience that directly engages your user base.

3 benefits of conversational apps

Now that we have a definition, let’s take a look at the benefits it can offer and why you may want to consider deploying a conversational app of your own.

1. Easily personalized experiences

With conversational apps, users can be in charge of their own experience when interacting with your brand. Based on their responses, they’ll be provided with all of the tools they need and none that they don’t, with no middleman needed.

Moreover, the customer journey can be different every time they engage with your conversational app, making it a very adaptable tool. Users won’t have to wade through a repetitive option menu like they might have to do on the phone or with a traditional chatbot. Instead, they’ll be able to directly access what they’re looking for, even when those needs change.

2. Scale better and faster

Conversational apps can provide your users with personalization instantly What’s even better is that since the process is automatic, you scale up to countless people without sacrificing quality. The chat experience is not impacted by additional users. As long as your resources can support the expansion, these apps are evergreen and can provide the same amount of functionality without any additional time or effort on your part.

3. Reduce customer friction

Unlike chatbots, conversational apps are housed within other messaging applications that your users likely already use. Not only does this reduce the amount of development work you have to put in, but it also reduces the work the customer has to do. There’s no need to download a new app that they’ll only use once or twice. All they have to do is access an app they likely already use daily and be able to interface with your brand in a matter of seconds. This streamlined entry process increases the odds of customers engaging with your organization.

3 ways to get started with conversational apps

Ready to reap those benefits? Here are a few tips to kick off your conversational app journey.

1. Assess your current user data

Start with the basics: what are your current users looking for in your customer engagement? Are they asking your chatbot questions it can’t answer? If so, you’ve found an opportunity to correct that with a conversational app. Another good starting point is determining places you can streamline your process. Instead of outsourcing users to a web browser or different app to pick a seat for a concert, for example, see if you can integrate it.

2. Choose the right platform

One of the main selling points of a conversational app is the ability to access it from within another app. This convenience is crucial to the concept. Make sure you’re picking the platform that balances capturing most of your audience while also being easy for your developers to work with.

Platform choice also applies to your CMS. You’re going to want to choose a CMS that allows you to connect your conversational app to the rest of your technological ecosystem. Opt for a headless system like Storyblok that connects all your programs through the use of APIs. That way, while the conversational app will exist independently, it’ll be able to share information with the rest of your system.

3. Do routine assessments

Conversational apps allow you to rely on automation to a certain extent, but that doesn’t mean you can fully leave the process to itself. Try to check in on how your users are interacting with the app regularly. This lets you workshop features that are getting mixed results, get rid of ones that aren’t well received, and add new features that might have come up as desirable since the launch. Continuous gathering of data is essential to the program performing at its top ability.

Key takeaways

Customer needs are always changing. Embracing technology that can help meet those needs is an effective way to keep your business agile and competitive. With conversational apps, you can engage customers with technology that is as easy to scale as it is effective.

Ready to embrace conversational apps with the help of a headless CMS? Contact us today to learn more about how Storyblok can supercharge your content management!