Monica Eaton’s Monthly Column for Forbes
What is “conversational commerce?” Is it just another buzzword, or could it fundamentally change how we conduct business online? That’s the question Chargebacks911® COO Monica Eaton tackles in her latest column for Forbes.
Conversational commerce involves conducting business using messaging and other tools to enable a more organic exchange between parties. It exists in contrast to the conventional “add to cart, proceed to checkout” model. Instead, conversational commerce opens the door for transactions to occur in any space, at any time.
With preparations for PSD2 underway, true conversational commerce could be just around the corner. It creates incredible opportunities, but could also be a disaster if acted on without a solid strategy.
“When you deploy bots or other AI technologies, it’s essential to remember that they are only capable of limited response based on input,” Monica says. “…It will take some work and fine-tuning to ensure that the voice these applications present to the public is an accurate and positive representation of your brand. Without careful and measured oversight, it could devolve into a customer service and PR disaster.”
Monica makes clear in the post that conversational commerce is not one, single trend. Instead, it’s a convergence of multiple different trends, and how they, in turn, impact one another. That said, there are key points that remain universal regardless of how merchants act on this new opportunity.
