Conversational data – what it is, and how to use it to increase your mobile sales

December 3, 2021
October 28, 2022

Direct messaging is more and more popular for businesses looking for a more effective way to connect with their mobile customers.

But the move to messaging is about more than it just being an attractive communications channel.

According to Walker, a CX consultingfirm, 2020 will be the year customer experience surpasses price and evenproduct as a key competitive differentiator. 

And an essential part of improving customer experience is how data generated from interactions is usedto personalise the text conversation with your customer.

The advantages of making conversation

There are already many customerdatapoints - but conversational data is one of the key missing pieces of thecustomer data puzzle.

The rise of business messaging is set toproduce a treasure trove of conversational data — chat history and context —that businesses can begin to use to gain a more complete and personal view oftheir customers. It’s the juiciest of low-hanging fruit for CX-focused brands.

Brands with this data will be able todeliver the type of intelligent and seamless sales experiences that theircustomers are looking for.

They can do this by collecting, storing, analyzing and ultimately acting upon the actual words customers are saying during a conversation.

Imagine if your business was able toaccess everything your customers have ever said to you.

Their emails to customer service, livechats with sales, phone calls with the order help line, SMS messages,interactions with your Facebook bot, social posts with mentions of your brandetc - all these organized in a unified conversation timeline.

With conversational data at your support agents’ fingertips,you can stop dealing with a stranger every time, and start having informed and contextualized conversations with eachcustomer.

No frustrated customers having to repeat themselves over and over again. The whole buying experience becomes….more human and personal.

Optimising sales

Beyond providing amazing customerservice, businesses could also mine this data to supercharge their growth. Byanalyzing common support questions, product inquiries, trends, and requests,you can surface actionable insights foryour marketing, sales, business operations, and product teams.

Imagine a user on WhatsApp who asks abouta specific product instead of browsing your brand’s website. They might engagewith a human over live chat or messaging, or with a product discovery bot.

If the customer goes on their way withoutmaking a purchase, wouldn’t you want your marketing software to be aware of theconversation, and generate an email or WhatsApp message offering additionalproduct information or promoting a discount on that specific item?

Analysing conversational data willincreasingly allow brands to truly listen to what their customers are sayingthrough words, actions – and of course, emojis — and respond accordingly.

Customers are smarter and better informedthan ever before. They expect personalization and transparency.

Business messaging services now gives youthe chance to increase sales conversionswhilst offering customersa more personalised customer experience.

To find out more about how messaging can help improve your customer experience, please visit

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