{"id":25196,"date":"2021-01-13T10:58:13","date_gmt":"2021-01-13T10:58:13","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=25196"},"modified":"2023-03-06T16:13:28","modified_gmt":"2023-03-06T16:13:28","slug":"what-is-conversational","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/what-is-conversational\/","title":{"rendered":"What is ‘conversational’?"},"content":{"rendered":"

Our mission at Intercom is to \u201cmake internet business personal\u201d \u2013 to enable online businesses to foster the same sort of relationships with their customers as \u201cbrick-and-mortar\u201d businesses.\u00a0\u00a0<\/span><\/p>\n

The focus on relationships is very intentional \u2013 frequent positive interactions encourage loyalty, and loyalty is the bedrock of every <\/span>sustainable business<\/span><\/a>.\u00a0<\/span><\/p>\n

Positive experiences require communication between businesses and customers, but we saw how the traditional channels of communication between internet businesses and their customers were broken \u2013 fragmented and impersonal rather than coherent and personal. This meant that businesses <\/span>were facing a difficult choice<\/span>, particularly as they scaled. Do you prioritize efficiency at the expense of customer experience<\/a>? Or do you put customer experience at the center of everything at the risk of scaling up an outsize support operation?\u00a0\u00a0\u00a0<\/span><\/p>\n

Our response was to create a reliable, convenient channel for positive experiences \u2013 <\/span>the Business Messenger<\/span><\/a>. And what we\u2019ve seen is that the Business Messenger is so effective for this purpose because it enables \u201cconversational experiences\u201d in a way that other channels struggle to emulate. It allows you to provide personal experiences for your customers but has the power and flexibility needed to operate a global internet business.<\/span><\/p>\n

\"An<\/p>\n

The meaning of conversational<\/span><\/h2>\n

But what do we mean by \u201cconversational experiences\u201d? And why are they so transformational for both businesses and their customers?<\/span><\/p>\n

“Conversations are the initial building blocks of relationships \u2013 by taking turns in pairs or small groups to talk and communicate, we build trust and friendship”<\/p><\/blockquote>\n

Conversations are the initial building blocks of relationships \u2013 by taking turns in pairs or small groups to talk and communicate, we build trust and friendship. That \u201cturn-taking,\u201d as linguists call it, is how we\u2019ve evolved to build not just shared understanding in the moment, but lasting relationships.<\/span><\/p>\n

It makes sense that we seek something similar, a familiar pattern of interaction, when building relationships with businesses, albeit at an entirely different scale.\u00a0<\/span><\/p>\n

And it\u2019s that change of scale that presents the opportunity \u2013 thinking deeply about how the characteristics of conversations can be applied to hundreds or thousands of customer interactions, and not just one-to-one.\u00a0<\/span><\/p>\n

The conversation is changing<\/span><\/h2>\n

We\u2019ve already witnessed a dramatic change in our sense of what constitutes a \u201cconversation.\u201d\u00a0<\/span><\/p>\n

Conversations, and by extension relationships, are surprisingly pliable, as we have seen time and time again with evolving communication technologies.<\/span><\/p>\n

“Our sense of what ‘conversational’ meant shifted with the adoption of the new technology and the associated redefined parameters”<\/p><\/blockquote>\n

The most startling example was perhaps the telephone. For decades before its widespread adoption, the telephone was not deemed to be a satisfactory substitute for \u201creal\u201d conversation. As the technology advanced and <\/span>telephones became commonplace in suburban homes<\/span><\/a>, however, it became apparent that phone calls were sufficient to sustain long-distance relationships.\u00a0<\/span><\/p>\n

It wasn\u2019t conversation as we previously understood it, but it was conversation nonetheless. Our sense of what \u201cconversational\u201d meant shifted with the adoption of the new technology and the associated redefined parameters.<\/span><\/p>\n

Mobile transforms the conversation\u00a0<\/span><\/h2>\n

That shift in definition only accelerated with the rise of the mobile phone. For the first few years of widespread cell phone adoption, text messaging was considered obviously inferior to actual phone calls. They were thought to be abbreviated messages that could supplement real communications, rather than as a substitute for them.<\/span><\/p>\n

“Above all, messaging was conveniently asynchronous: conversations could be instigated at any moment, rather than when it suited both parties, and continue on over hours, days, or even weeks”<\/p><\/blockquote>\n

We swiftly lost that perception \u2013 in <\/span>just 8 years<\/span><\/a>, text messaging and its modern variants largely usurped the now \u201cold-fashioned\u201d phone call. The advantages were just too obvious. Texting was fast, cheap or even free in some markets, which fuelled usage by teenagers and other cost-conscious users. But above all, messaging was conveniently asynchronous: conversations could be instigated at any moment, rather than when it suited both parties, and continue on over hours, days, or even weeks.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n

Suddenly, you could text all your friends at once and sustain multiple parallel, simultaneous conversations.<\/span><\/p>\n

The transformation in what we thought of as \u201cconversational\u201d was dramatic. While the telephone allowed conversation to transcend space, messaging allowed conversations to also transcend time \u2013 while still feeling immediate.<\/span><\/p>\n

What remained essential to this broadened definition of \u201cconversational\u201d was the turn-taking, the back-and-forth interaction. But even still, this back-and-forth doesn\u2019t need to be evenly split between the participants to be effective. One party can send multiple messages at once, without waiting for a reply in between \u2013 and thanks to the asynchronous potential of this type of messaging, this lag doesn\u2019t detract from its conversational nature. Ultimately, conversations became detached from the shared moment, and became about the shared conversational dynamic.<\/span><\/p>\n

That dynamic leads to a particular quality that distinguishes \u201cconversational\u201d from mere \u201ccorrespondence\u201d \u2013 it feels personal, more casual and informal. Obviously, the choice of language used will determine how personal and friendly the experience feels, but in a very critical way, so does the structure of the interaction.\u00a0<\/span><\/p>\n

Conversational relationships at scale<\/span><\/h2>\n

All these rapid changes mean it\u2019s now possible to foster conversational experiences at a scale that would have been unimaginable just a few years ago. With Intercom<\/a>, it\u2019s possible to have relationships with your customers via messenger-based interactions that feel conversational in format and tone: lightweight, personalized, and contextual.<\/span><\/p>\n

This is what has been missing until now: previous iterations of live chat and messaging solutions still relied on connecting to an agent in real time, and lacked contextual history of past conversations. All of this meant they were still tied to in-the-moment, synchronous interactions that were bad for business (because they were hard to scale) and bad for customers (because they made them wait around).<\/span><\/p>\n

“Once you practice ‘<\/span>proper botiquette’<\/span>\u00a0by carefully tailoring your chatbot\u2019s voice, tone and its various paths, you can create experiences through the Messenger that actually reinforce a sense of back-and-forth conversational connection”<\/span><\/p><\/blockquote>\n

But when we discuss \u201cconversational support<\/a>,\u201d \u201cconversational marketing<\/a>,\u201d or \u201cconversational customer engagement<\/a>,\u201d we don\u2019t imply businesses will necessarily be having countless discrete conversations with each of their customers or prospects.\u00a0<\/span><\/p>\n

Instead, we see businesses having \u201cconversational experiences<\/a>\u201d with their customers through the Business Messenger \u2013 convenient, possibly asynchronous, turn-taking conversations that bring value and satisfaction. And as the technology evolves, those conversational experiences are increasingly enhanced by chatbots \u2013\u00a0once you practice \u201c<\/span>proper botiquette<\/span><\/a>\u201d by carefully tailoring your chatbot\u2019s voice, tone and its various paths, you can create experiences through the Messenger that actually reinforce a sense of back-and-forth conversational connection.<\/span><\/p>\n

\"\"<\/p>\n

The evolution of communication\u00a0<\/span><\/h2>\n

It might be a long way from the sort of conversations we had around the proverbial campfire, but this modern approach is very much in keeping with the broadening scope of \u201cwhat constitutes a conversation\u201d that we\u2019ve been seeing with each wave of technological transformation.\u00a0<\/span><\/p>\n

“Making internet business personal, then, isn\u2019t about having individual conversations with all your customers, but it is about being able to build closer relationships with them”<\/p><\/blockquote>\n

Making internet business personal, then, isn\u2019t about having individual conversations with all your customers, but it is about being able to build closer relationships with them \u2013 and conversational experiences through the Messenger are the fastest, best way to build those relationships.\u00a0<\/span><\/p>\n

And like all good relationships, it has benefits for both parties: conversational experiences are better for your business <\/span>and<\/span><\/i> better for your customers. That\u2019s because by providing timely, proactive, contextualized responses for your customers and users, you\u2019re foregrounding their needs, creating a more balanced, stronger relationship \u2013 and building loyalty \u2013 that ultimately helps you both to thrive.<\/span><\/p>\n\n","protected":false},"excerpt":{"rendered":"

What do we mean when we say “conversational”? Conversations are changing as technology evolves \u2013 here’s why it matters for your business.<\/p>\n","protected":false},"author":441,"featured_media":25197,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[1143,13829,23754,23755,23164,10940,3733],"coauthors":[21542],"class_list":["post-25196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-conversational-design","tag-conversational-marketing","tag-conversational-relationships","tag-conversational-support","tag-conversational-support-funnel","tag-intercom-messenger","tag-messenger"],"yoast_head":"\nWhat Is 'Conversational'? - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"What do we mean when we say "conversational"? 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