What is a Conversational Growth Strategy?
Find out why conversational messaging is better than your current SMS strategy. Read the content here, or take it to go in a downloadable PDF.
What is Conversational Texting?
An Alternate Approach That Makes All the Difference
Texting isn’t all-inclusive, and SMS means different things to different brands. One company might consider an impactful texting strategy to send one-way push notifications, which might work for them. But other brands that want to engage with customers at pivotal moments need more.
To choose a successful SMS strategy, companies first need to decide which approach is appropriate. There are five different SMS methodologies (but one clear winner) for brands that want to engage with their audience to drive outcomes: Conversational Texting®.
While most of the SMS strategies focus on providing some sort of customer service, Conversational Texting® focuses on customer engagement, and this alternate approach makes all the difference. Conversational Texting® allows brands to engage their audience in a way that builds trust and over time, a long-term relationship. But more than that, Conversational Texting® also scales depending on your needs.
Why Conversational Texting® Matters
Conversational Texting® allows brands to illuminate user intent which drives engagement and puts consumers in the driver's seat. And just like that, people can engage with brands on their own terms by responding to two-way messaging that’s designed to help drive conversations and conversions.
Wondering how something powered by AI can give you information about your audience’s intent? Surprisingly, it’s the ability to talk like a human that makes Conversational Messaging® so effective.
Talking Like A Human
How does an AI powered SMS platform keep things humanized?
Although the human-driven, two-way agent-enabled strategy is often seen as a desirable SMS strategy, it breaks when you try to scale. There are high costs associated with adding full-time employees, as well as other issues like added quality assurance, compliance risks, lack of persistence, and more. Fortunately, AI powered Conversational Texting® is built to scale the unscalable.
But how does it work? How does an AI powered SMS platform keep things humanized? After all, handling ~500M live conversations and more than 3.2B touchpoints is a huge challenge. And let’s be real, there’s nothing more frustrating for a consumer than getting stuck in a never-ending loop with a bot that doesn’t understand what you need.
“Reply MORE for more information?” No thanks.
People want to talk to humans, so it’s important to deliver that experience – especially over SMS.
The good news? The Drips Conversational Texting platform can manage this with ease. We have a robust testing process that makes our advanced AI seem human, and the secret ingredient is our human quality assurance layer that we’ve had since the beginning.
Let’s be clear, talking like a human should involve, wait for it, humans! When the AI can’t catch something (which means we aren’t at 98.5% certainty), Drips’ QA team steps in to read and synthesize intent. For example, “I’m stuck in traffic on the way to the office”, really means “I’m driving”. This very important QA layer creates training opportunities that help our AI and NLP model become even stronger with every message. In fact, we’ve had ~ 50M human QA actions since inception.
In June 2020, we had 850,000 unique monthly responses to questions like "When's a good time to talk?" That shows just how diverse responses can be! (BTW, did you know we recognize over 1,800 ways to say: “I’m driving”? And that number grows daily!)
“Sorry, I Didn’t Understand That, Human”
There’s nothing more isolating and frustrating than the realization that you’ve been talking to a bot that has limited responses. This is why having human assistance is of the utmost importance. Asking a question and getting the appropriate answer provides credibility. Getting an "I didn't understand that. Please rephrase" answer alienates your audience and will cause an abrupt end to the “conversation,” (if you could call it that).
It’s no wonder 71% of people report that a bot couldn't answer a question or help them. In addition to being alienating, it’s also a frustrating user experience.
More often than not, once a user realizes they are speaking to an automated machine, they'll try to talk to a real person as soon as possible, and if they can’t reach a human, they will eventually give up.
At the end of the day, most service industries (home services, insurance agencies, financial services, healthcare, etc.) will still need a human at some point in their funnel to help their audiences. The entire sales process is decades away from being 100% automated for these industries, as they are high touch, nuanced, often private, conversations that need to happen between an enterprise and their members. But we believe what can be automated, should be automated. So, at Drips we focus on helping large pockets of a brands audience get “unstuck,” who would otherwise churn out, lose their insurance, or lose their healthcare. This automation allows brands to focus on the inbound calls and conversations that have the highest intent and have been warmed up by Drips.
Creating Moments of Engagement
Explore some other options that you can apply to your SMS strategy
Encouraging engagement doesn’t only happen from creating unique permutations. Drips uses additional methods to create moments of engagement, including:
- Reaching out at different times of the day
- Being thoughtful of business hours, weekends, and holidays
- Avoiding callbacks during primetime when hold times are the longest
- Adding rich nuanced context “Glad you found us on Google” to the conversation
But that’s not the only way to create these opportunities. Let’s explore some other options that can apply to your SMS strategy.
Putting the “Conversation” in Conversational Texting
Leading with Empathy
Don’t Do the Robot
Let’s leave the robot on the dance floor and stick with Conversational Texting®. It’s the best part of artificial intelligence mixed with the right amount of human interaction, but it can be applied at scale without worrying about staffing.
Let Drips help you to connect with your audience during moments that matter. By leveraging two-way text and scheduled calling, our unique AI approach puts the consumer in the driver’s seat of every interaction. The result? Personalized conversations at scale driving action.