Conversational growth with HubSpot (Three pillars of conversational…
Conversational growth with HubSpot
A conversational strategy builds on the core concepts of inbound and has the end goal of empowering you to develop 1:1 relationships at scale — one conversation at a time.
So everyone feels unique
Three pillars of conversational strategy
Time to live (TTL)
The amount of time that someone is willing to reasonably wait after they've said something (or sent a message) before they start to lost patience.
Why it matters?
People expect a TTL of live chat within 1-2 minutes
DONT MAKE THEM WAIT!
Use chatbots if needed
The collective total of information that you have available, both on the person that you're interacting with, and that your company has expertise in.
Forms of shared knowledge
Information that includes the details of your offerings, best practices, and situations that your product or service acts as a solution
Information that relates directly to a person and their activities, relationships, and experiences
Make sure that you're delivering a consistent, factual information, every. single. time
Keep it consistent
Use past actions and activities, things that have been said, and the way questions are asked to fit your standardised answers into the conversation properly.
Context (fruit bowl) then content (fruit)
Types of questions for building context
Create and deliver content that takes advantage of a given channel's strengths and requirements, while mitigating its weaknesses
Live chat tips
Respond quickly (2 minutes max)
Keep messages to 1 - 2 sentences
Use rich media
If you feel the need to deliver more than a sentence or two, link to a blog or knowledge base article
When we personalise a conversation, we're leveraging the information we've already collected on the person we're conversing with creating more of an impact
Deliver the emotionally right response before delivering the factually correct answer
Be emotionally tuned in
Live chat channels
Why your channels matter
90% want to reach a question through live chat