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Becoming Proficient in Managing Conversations at Scale: Introducing The Conversation Management Framework

Are you finding it challenging to manage a high volume of conversations from customers and potential leads? After years of enabling customer interactions at scale for over 10,000 brands, Leadshouse has created the Conversation Management Framework to assist businesses in effectively handling customer conversations.

In this blog post, we’ll delve into the significance of managing customer conversations and the common obstacles businesses face. Finally, we’ll demonstrate how the Conversation Management Framework addresses these challenges.

Why is Effective Customer Conversation Management Crucial?

Every interaction a business has with customers or leads presents a valuable opportunity to achieve concrete business outcomes. These outcomes encompass the potential to enhance customer satisfaction, foster long-term loyalty, cultivate a positive brand image or reputation, and ultimately lead to increased revenue.

The more conversations you engage in, the more chances you have to achieve these outcomes. Nevertheless, many businesses are hesitant to initiate conversations as they lack cost-effective methods to manage them at scale, especially if they rely on conventional communication channels.

Current Practices in Customer Conversation Management

Interacting with customers through traditional channels like email and webchat demands substantial human resources and often leaves agents without the necessary context to effectively assist customers.

For instance, emails frequently result in extended response times, while phone calls limit agents to handling one conversation at a time. Website chats, on the other hand, can be disrupted when customers leave the site or experience internet issues, necessitating them to restart conversations and repeat information.

Customer communication management: What you’re likely currently doing

As a result of these difficulties, businesses frequently redirect incoming conversations to self-service resources like FAQ pages or help centers, assuming these resources are adequate. In more extreme cases, some businesses even discourage customers from reaching out altogether, either by complicating the initiation of contact or by failing to provide clear means for customers to get in touch. By adopting this approach and underestimating the value of conversations, businesses miss out on significant opportunities, particularly when conversations have the potential to propel customers further along their journey.

Guiding Customers Through Their Journey via Conversations

Every day, businesses unwittingly let valuable opportunities slip through their fingers. While it may seem like customers are actively engaging with your brand by liking or commenting on your social media posts, crucial opportunities often go unnoticed.

The customer journey commences when a potential customer first discovers your brand. At this stage, they typically seek information on your website. However, if they come across a product they’re interested in but can’t find answers to crucial questions, they may abandon further exploration of your products and services.

As customers advance in their journey and begin contemplating a purchase, they often rely on online reviews to inform their decisions.

Positive reviews typically lead to a purchase. However, any hiccups encountered during this process, such as encountering broken “Buy Now” links, can result in missed opportunities and abandoned transactions.

Customer conversation management: Move customers along the customer journey with conversations

Managing Customer Conversations to Facilitate Their Journey

When issues arise post-purchase, like product defects or dissatisfaction, customers turn to you for assistance, whether it’s to file a complaint, request a replacement, or seek a refund. If they cannot easily reach your support team, face unanswered calls and emails, or are directed to your FAQ page or help center, this subpar support can lead to customer dissatisfaction and harm your business’s reputation.

As the ultimate goal of the customer journey is to turn customers into repeat buyers, positive initial experiences will increase the likelihood of their return. If they fail to have a positive impression, they may disregard your brand or check out your competitors, leading to loyalty challenges where you stand to lose customers. Each failed attempt to get information, take action, or contact you is a gap in the customer journey. To successfully bridge these gaps and retain and nurture customers, you need to make it easy for customers to start a conversation with you and vice versa. To begin, include instant messaging channels in your customer communication strategy if you haven’t already.

Managing Conversations Effectively via Instant Messaging Channels

Initiating a conversation on instant messaging channels like WhatsApp, Facebook, and Telegram is quick and straightforward. Customers can send messages anytime and receive faster replies compared to traditional communication channels like email or phone calls.

This real-time interaction aligns with modern expectations for immediate communication but poses challenges for businesses that are understaffed, receive high volumes of messages, or have a presence on multiple instant messaging channels that need to be managed individually.

These scenarios can strain resources and slow down response times, affecting the customer experience and their satisfaction.

Customer communication management: Driving conversations on instant messaging channels

Instant messaging channels offer a valuable feature by providing a chat history, allowing both customers and agents to reference previous conversations for context. However, if a business operates across multiple messaging channels, maintaining a centralized history of customer interactions becomes challenging. This centralized history is vital for ensuring a consistent customer experience across all channels as 90% of customers expect seamless interaction continuity across all contact channels. This is when a robust customer communication platform like Leadshouse and its Conversation Management Framework comes into play.

Understanding the Leadshouse Conversation Management Framework

At the heart of the Conversation Management Framework is a fundamental concept that every conversation is an opportunity to generate business results. Whether it’s a chat initiated by a curious first-time visitor or a query from a long-standing customer, each conversation is a chance to grow your business.

However, managing high volumes of conversations is challenging. To help you, we developed the Conversation Management Framework that addresses common business pain points such as:

  • The difficulty in effectively responding to, resolving and generating business results from all conversations.
  • Insufficient peer or managerial visibility into conversations, which hampers collaboration, compliance and efficiency.
  • Fragmented messaging channels and infrastructure spread across various tools, leading to siloed conversations and data.
  • Challenges in implementing and optimizing business processes at scale.

Customer conversation management: The Leadshouse Conversation Management Framework

This framework presents a set of best practices broken down into four key stages: Capture, Automate, Converse and Convert, or generate business results. Note that these stages do not strictly follow a linear or cyclical progression as conversion can occur at any point within the framework.

Capture: The Digital Net for Business Opportunities

The first stage, Capture, is often the starting point for these valuable conversations. Here, the aim is to get customers and leads to start as many conversations as possible with your business.

This stage is all about widening the top of the funnel. You want to attract people who are hearing about your business for the first time as well as re-engage existing customers.

Customer communication management: How to capture conversations

Strategies might include website widgets and chat links on your website, social media capture through click-to-chat ads on Facebook or Instagram, or even QR codes strategically placed in brick-and-mortar stores. To nurture or re-engage existing customers, businesses can send updates via newsletters or send cart recovery messages to customers who abandoned their carts on e-commerce sites. The conversations you manage to “capture” here become the leads that enter the next stages of your cycle.

Automate: The Power of Automation

Not all conversations require manpower to resolve satisfactorily or get the results you want. In fact, automation can sometimes deliver a better customer experience or get better results.

Automating answers is an easy win. When customers are looking for quick answers to frequently asked questions, the speed and accuracy of AI will deliver a better customer experience than a human agent would. Another common way to automate answers is by creating chat menus that empower self-service journeys.

Customer communication management: How to automate conversations for customer conversation management

However, while automation can handle routine inquiries, some conversations require a human touch. Automatically routing conversations to human agents is a more effective strategy than alternatives such as picking or manual assignment as its rule-based logic operates instantly and without fail or bias. Strategies like round-robin and skill-based routing can be employed to ensure that conversations are directed to the right human agents with the appropriate expertise to

 handle these conversations when automation can’t provide the desired outcomes. It’s all about ensuring each conversation is directed to where it can be most efficiently and effectively handled.

Converse: The Value of Human Interaction

AI and automated processes can handle routine conversations, but they can’t negotiate a deal or understand human emotion. Stage three, Converse, brings in the irreplaceable human element.

The goal of this stage is to utilize human expertise in handling unique, complex inquiries or high-value opportunities. Achieving this requires a deep understanding of the customer and engaging in highly personalized, relationship-building conversations.

For businesses, this is often where the customer relationship is cemented and opportunities to provide great experiences present themselves.

First, businesses must ensure they thoroughly understand the customer. This is because customers want to be recognized as valued individuals, rather than as anonymous numbers in a queue. 

Customer communication management: How to converse effectively

To achieve this, businesses can provide agents with tools to inspect customer properties from external CRMs, review conversation history and analyze recent purchase behavior to provide personalized assistance and make informed decisions when helping them. To best help a customer, businesses can also leverage internal expertise within their teams by allowing agents to chat internally while replying to customers, escalate conversations when the issue is out of their expertise and more. As agents now have the context and help they need, they can optimize communication with the customer while simultaneously aligning every message with the company’s desired business outcomes for both the current conversation and long-term results. One way to achieve this is by creating rapport and building relationships with customers, ensuring they receive the best possible customer experience. As a result, businesses enhance the customer experience, resulting in seamless and exceptional interactions.

Convert: Where Conversations Generate Business Results

Finally, we arrive at the last stage, Convert. The goal of capturing and automating conversations as well as conversing with customers is to convert the opportunity presented by the conversation into tangible business results.

Depending on your business goals, these results could include, improving CSAT scores, increasing brand loyalty, boosting conversion rates and securing successful purchases and deals. With that, let’s look at how Leadshouse can help manage your conversations according to the Conversation Management Framework.

When it comes to effective customer conversation management, Leadshouse emerges as a dedicated platform offering a comprehensive suite of solutions to streamline and optimize conversations. This platform brings several key advantages:

Centralized channel management: Leadshouse unifies your traditional and instant messaging channels into a single platform, simplifying conversation management. This ensures that your team has a unified hub to monitor and respond to inquiries across various channels, fostering consistency and efficiency in customer interactions.

Seamless conversation capture: Leadshouse offers seamless methods for capturing conversations, whether through QR codes, chat links or click-to-chat ads. These tools effectively engage potential customers and leads, ensuring that every conversation finds its way into a unified inbox without being missed.

Powerful Automation: One of the platform’s strengths lies in its capacity to automate processes, whether for basic tasks or complicated workflows. Leadshouse’s Workflows automation provides the flexibility you need to automate processes of any complexity.

AI-powered responses and assistance: Leadshouse harnesses AI to provide not only automated, contextual answers but also valuable assistance to human agents. Respond AI lets you use intuitive prompts to improve and translate your message, ensuring that every interaction is personalized, professional and polished. It can also analyze incoming queries and provide suggested responses with relevant information, elevating your ability to deliver prompt, precise and customized responses.

Enhanced conversations: Leadshouse’s features are designed to facilitate highly effective conversations. The platform provides flexible integrations to gain valuable customer context, aiding in tailored responses that ensure each interaction is both meaningful and valuable. Collaborative features further enable your team to work seamlessly, streamlining communication and providing comprehensive support. Now that you know how the Conversation Management Framework works, let’s look at a real-life example that depicts the power of great conversations.

Now that you’ve explored the ins and outs of the Conversation Management Framework, it’s time to put this knowledge into action. Get a free consultation and unlock a world of efficient and customer-centric communication.

If you want to learn more, visit our website today!


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