Three Key Components of Outstanding Conversational CX

As part of Solutions Review’s Contributed Content Series—a collection of contributed articles written by our enterprise tech thought leader community—Rebecca Jones, the general manager of Mosaicx, summarizes the critical components of conversational CX.

A shift is underway in how consumers interact with brands. Today’s customers understand that savvy brands will connect them to personalized offers and special deals based on their interests. After making a purchase, when they need support, customers expect fast, intuitive, round-the-clock access available via whatever device they have handy. And yet, 70 percent of customer experience (CX) leaders struggle to design projects that answer these demands, making it challenging to achieve CX goals such as brand loyalty.  

Fortunately, conversational CX allows brands to move forward while setting themselves apart. By implementing conversational CX across multiple touchpoints along the customer journey, your brand can put the power in customers’ hands, letting them resolve issues without needing to chat with a live agent. What makes conversational CX so special is its incredible ability to create natural, two-way customer conversations. It combines natural language processing (NLP), machine learning (ML), deep learning, and contextual awareness.  

Conversational CX isn’t just about helping customers complete transactions—it’s about providing them with experiences that are personalized, convenient, and engaging. Brands are achieving conversational CX by deploying chatbots, virtual assistants, and intelligent virtual agents (IVAs), which deliver automated assistance at scale. And in the process, they’re fundamentally reshaping how customer service, tech support, and sales teams do business.  

As more interactions happen online, the boundaries between marketing, sales, and customer support have begun to blur. Conversational CX offers a golden opportunity for differentiation in an era where markets are becoming more saturated and customer acquisition is getting tougher. It can be vital in providing valuable insights and creating memorable customer experiences.  

Let’s look at three ways that companies are using conversational CX to help companies enhance brand loyalty and build lasting relationships with their customers. 

1) Omnichannel Self-Service Capabilities 

Imagine having fast, successful customer interactions at high volumes—without putting undue strain on your contact center. Brands that strive for conversational customer experiences utilize supporting technologies to enable customers to solve problems independently. And the numbers back this up. One study found that 81 percent of customers across all industries prefer resolving specific issues themselves rather than hanging on the line waiting for a live agent. 

This is where IVAs shine. Customers can address their requests and receive instant responses without speaking to a live agent through several channels. The ability to self-serve and address their needs quickly improves customer service and strengthens brand image.  

By offering the self-service options customers desire, you’re making their lives easier and building customer loyalty and advocacy. When customers feel understood and valued, they’re likelier to stick around, spend more, make repeat purchases, and even recommend your brand to others. So, by forming strong connections through modern solutions like IVAs, you’re delivering conversational experiences that help create a shield against customer churn.  

2) Drive Customer Action with Proactive Communications

Conversational CX strategies aim to keep customers engaged and informed with outreach messaging—alerts in cases of severe weather or outages, reminders for appointments or purchase pick-up, and proactive information, such as promotions or events, are just a few. Personalized messages align with the company’s voice and are an extension of the brand. Messaging sent to customers through text or voice helps drive customers to act and maintain a touchpoint with their customer base. With the power of conversational CX, companies can send timely, brand-aligned automated reminders and notifications that improve customer relationships and drive customers to act.  

3) Support Customers How and When They Prefer

One of the standout ways that conversational CX can build customer loyalty is its ability to provide customized support. Self-service tools are available 24 hours a day and access specific customer profile information and history to deliver superior experiences. IVAs are set up to gather particular data related to the user to provide experiences that are familiar and aligned with the customer’s needs. Some examples include recognizing when payments are typically made—on a specific date or time of month—language preference, past activity, and typical requests. 

IVAs provide a smooth and fast experience for the user with a resolution that happens on the customer’s terms—in the process, strengthening the bond between brand and customer. 

Don’t Forget Human Agents 

Just as customers want to receive fluid, timely support, so agents want to provide it. By helping customers with repetitive, high-volume requests, IVAs offer a direct and cost-effective way to lighten the load on live agents, freeing them up to tackle more complex issues. Most customers are searching for quick answers, and your clients can satisfy them with round-the-clock support through IVAs.  

Use Conversational CX to Stand Out from Competitors  

In today’s jam-packed marketplace, brands are clamoring for attention, and it’s getting harder to stand out. This is where conversational CX comes into play as a crucial differentiator. It’s no longer enough to offer great products or services. Customers crave meaningful interactions and relationships with their chosen brands. Adopting conversational CX gives customers a tailored, interactive, and personalized experience they will remember. They’ll remember when your brand helped them resolve an issue at 2 a.m., the recommendations based on their previous purchases, or the fast and friendly service that brightened their day.  

These moments make your brand memorable and create a unique value proposition that differentiates you from competitors. In a world where customers are bombarded with options, conversational CX provides the personal touch that can make all the difference.