3 Examplesof How Interactive ConversationCan Help Drive Sales & Enhance the Brand Experience

How your site’s personality can drive sales, reduce costs, increase loyalty and forge an emotional connection between your brand and the consumer.

For Innovators, Creative Professionals and anyone interested in creating more delightful Web experiences.

Talk To Me:

Foreword by Amanda Lannert, President of The Jellyvision Lab Consumers ask:

• Istheresomethingcaptivatingand/orrelevantformetoclick?

• DoIunderstandthissite’smessage?

• Doesthisonlineexperiencemakemefeelgood?

Ohwait.NOTHEYDON’T.

DidIsay“consumers”?ImeantMarketingPeople.Androbots.

Actualconsumersask:

• CanyougivemethehelpIneed?

• Wait…Whichoneisbestforme?

• Whatwillthiscost,total,withtax?

• HowdoIknowI’mnotmakingamistake?

Consumers,bywhichwemean“humanbeingslikeyourself,”tuneoutwhensitesareirrelevant,impersonal,or

confusing.Theireyesgetglossyandtheirmindswander,justasyoursdidwhenyoureadthefirstthreebullets

onthispage—it’sthoughtlessjunk-speakthat,inattemptingtobeuniversallytrue,insteaduniversallyfailsto

makearealconnection.

ThethreescenariosonthefollowingpagesexplainhowInteractiveConversation—ourapproachtopersonal-

izingawebsite—candriverevenuebyincreasingloyaltyandcreatingbuzz.Thisunique,richmediaexperience

givesconsumersthefeelingthatthey’respeakingwitharealhumanbeingwho’sattentivetotheirneeds,rather

thantotheneedsofsomebody’smarketingdepartment.It’sachanceto“talk‘emthrough”thesale,evenif

they’reinanearlyresearchmode,inalow-pressure,totallydemand-drivenscenario.

Asabonus,InteractiveConversationinstillstrustincustomers,keepssalesandCRrepsoffthehorn,improves

leadqualityandconversionrates,andbuildsbrandrecognitionandfavorability.Turnsout,beingagoodlistener

andspeakingplainEnglishgoesalongwaytowardclosingadeal.

Acoupleofjokesdon’thurteither,butwe’llsavethatforthenextwhitepaper.

Amanda Lannert, PresidentThe Jellyvision Lab

T R Y I T

Is Interactive Conversation Right for Your Business?

02page 2 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

InteractiveConversationisarichmediaexperiencethatcreatestheillusionthatthere’s

apersonjustbehindthescreenspeakingwiththevisitor.TheseConversationshavea

personalitythat’suniquetoyourcompany—funny,edgy,down-to-earth—whatevertone

bestconnectswiththetargetaudience.

Likeyourcompany’sreallifesalespeopleandcustomerreps,thevirtualhostofanIn-

teractiveConversationadjustsinrealtimetocustomerneeds.Thecustomeranswersa

question(“Do you want to know more about this product, or are you ready to purchase it?”)

andtheConversationresponds(“Ready to purchase? Great! Let me show you your delivery

options.”).

Notjustcustomerneedsbutbusinessneeds,suchasleadqualifyingandscoring,aremet

witheaseinthenaturalflowofaConversation.Youneedtoknowalittlemoreabouta

prospectbeforecallingthem?It’sassimpleasaskingaquestionortwo.“Do you make

purchase decisions in your company, or do you recommend purchases to someone else?”

AsingleInteractiveConversationcanprovideanynumberofcallstoaction—accessto

whitepapers,productselectionandpurchase,orsimplyanopt-inforfollow-upoffers

orfollow-upcontact.Again,thetrickislisteningtocustomersandrespondinginaclear,

engagingandrelevantmanner—ifthey’renotreadytobuyyourdoodad,stoptryingto

sellittothem,andofferthemsomeotheroptionsinstead.

Userresponses,completionrates,timespentperquestion—it’sallautomaticallytracked

sotheConversationcanbecontinuouslyoptimizedtoimproveperformance.

Andintermsofintegration,InteractiveConversationscanbelaunchedviathosesame

avenuesyou’realreadyusingtoreachyourprospects:paidsearch,display/bannerads,

outboundemailcampaigns,TV,directmail,andsoon.

Interactive Conversation Defined

T R Y I T

ConnectEDU

01

02page 3 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

So, let me ask: Are you in marketing,

sales, or some other department?

Sales. Excellent. How ‘bout I give you an

overview of how we can boost your numbers.

Now, are you currently using a CRM?

You say you’re not sure what a CRM is? Are you sure you’re in sales? But seriously…let me explain… see…

So based on what we talked about, you should check out our

latest webinar. I already registered you for it, too,

so no charge…

Interactive ConversationIllustrated

02

02page 4 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

Thesalespersoniswalkingtowardyouandbeforeheevenopenshismouthyousay,

“Thanks, but I’m just looking.”Youwanttoshop,butyou’renotreadytobesoldto.

It’sresearchmode,andeveryprospectisinitbeforetheybecomeacustomer.They’renot

readytobuybecausethey’renotsurewhatyou’reselling.Orwhethertheyneedit.Orwhy

theyshouldbuyitfromyouinsteadoftheotherguy.Ifyouhammeronthisearly-stage

prospectwithahard-sellapproach,youcouldlosethem.Maybethey’llcomebackwhen

they’vedonetheirhomeworkelsewhere,butmaybeyou’veannoyedthemsomuchthat

they’regoneforgood.

Butifyou’reabletoidentifyprospectswhoaren’treadytobuy,andthenprovidethe

infotheyneedand,hey,bytheway,nopressure—youcancreatearealbond.Yourrole

becomesthatofatrustedadvisor,notasalesperson.Andthen,whenyourprospectis

eventuallyreadytobuy(whichmaybe,itturnsout,today!)they’llbuyfromyou.

• Idon’tknowwhetherIneedtobuy.

• I’mkeepingmyoptionsopen.

• WillthisdoodadworkwiththedoodadsIalreadyown?

• I’mnotreadyforsalespeopletocallme.

• Byprovidinginformationrelevanttotheprospect’sresearchneeds.

• Byspeakinginnon-salesy,plainEnglish,thusestablishinganemotionalconnec-

tion.

• Byallowingprospectstodrivethediscussiontowardthetopicsofgreatestcon-

cernandinteresttothem.

• Bygatheringinsightaboutprospectconcernsandneeds.

• Byprovidingyouwithprospect-specificinformationthatallowsyoutomake

moreinformedandcustomizedfollow-ups.

• Byqualifyingandscoringprospectssothatyoucanfocussalescallsonprospects

whoaresales-ready.

Scenario 1Prospects in Learning Mode

The Research Mindset

How Interactive Conversation Helps Researchers Become

Customers

How Interactive Conversation Helps You Help Prospects

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BEA

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02page 5 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

T R Y I T

AutodeskHaveyouorderedcableorphoneservicelately?Bookedaflight?Setuporadjusteda

retirementaccount?Everytimeyoumakeafinancialdecision,you’releavingagazillion

otheroptionsonthetable.Didyouselecttherightpackage?Didyoupickthemostcost-ef-

fectiveplan?Couldyouhavefoundacheaperflightifyou’dchangedyoursearchparameters

toincludelayoversandwindowseats?

Theabundanceofoptionsforconsumers—evenconsumerswhoarereadytomakea

purchase—increasinglyleadstoconfusion,frustration,andhesitation.Thisisarealchallenge

thatcomeswiththeproliferationofinformationontheweb.Peopledon’twanttobecome

expertsonallthechoices.Theywanttoseeandunderstandthechoicesthatmattertothem.

Helpingconsumersunderstandtherelevantoptionsandmaketherightpurchasemeans

repeatbusinessandbetterbuzzforyourbusiness,nottomentionlessexpenseinproduct

returns,customercomplaints,churn,etc.

Ofcourse,theworkofeducatingconsumersproperly,reallywalkingthemthroughtheirop-

tions,caneasilyeatupallyourprofitmarginsifyou’rerelyingonactualhumanbeingstodo

thework.InteractiveConversationcanlendahandhere.

• I’mready,ableandwillingtobuy.

• Ineedhelpfiguringoutwhichproduct/serviceistherightoneforme.

• I’mconfusedbytheseseeminglysimilaroffers.

• I’mworriedI’mgoingtomakethewrongchoice.

• Iwanthelpmakingachoicethat’sinmybestinterest,notyourcompany’s.

• Byreducingthestressofbuyingbyclearlypresentingthemostrelevantoptions.

• Byprovidingexplanationstailoredtotheprospect’sknowledgelevel.

• Byeliminatingthesuspicioncreatedbysalesandmarketingspeak.

• Byreducingchurnandreturnsandotherpriceydissatisfactions.

• Byincreasingcustomerloyaltyandbrandbuzz.

• Byreducingthedemandforhand-holdingbysalesreps.

Scenario 2Prospects FacingChoice-Overload

The Customer Mindset

How Interactive Conversation

Helps You Help Prospects

How Interactive Conversation Helps Close the Sale

04

02page 6 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

YouhaveaTV.Youhaveasatellitedish.Youhavearemote.Forsomereason,these

threeobjectsarenotspeakingwithoneanother.You’vepushedvariousbuttons,

replacedthebatteries,startedswearing,andaremeremomentsfromsmashingthings.

Lasttimeyoucalledcustomerservice,youwereonholdfor40minutesandthena

boredteenagergaveyousomebadadviceanddisconnectedyou.

AnInteractiveConversationwouldbeanappealingalternativerightaboutnow.

Imagineavirtualhostguidingyouthroughtroubleshootingstepsandprovidingclear

on-screenvisualstohelpyouunderstandexactlywhichbuttonstopress.TheConver-

sationhostmayevenaskyouwhetheryou’vesmashedanythingyet,andthenyoumay

chuckle,andthenyoumayrealizeyou’rehavinganenjoyableexperiencewhilesolving

anannoyingproblem.

• Thisthingisnotworking.

• Iwanthelpfixingit,butIdon’twanttobeonhold.

• I’dusethecompany’swebsitetofixitmyself,butIdon’twanttoscrollthrough

endlesspagesofFAQsoruserforums.

• Byidentifyingtheprobleminafewsimplequestions.

• Bywalkingcustomersthroughsolutionsinclearstepswithvisualaids.

• Bymakingsureeachstepissuccessfullycompletedbeforemovingontothe

next.

• Byspeakinginafriendly,casualtonethatdoesn’tsoundlikearehearsed

script.

• Byreducingcallstotechnicalsupportstaff.

• Byidentifyingissuesthatreallydoneedlivehelp,andprovidingyourtech

staffwithinfoabouttheproblemandthestepsthathavealreadybeentaken.

Scenario 3Prospects WhoNeed Tech Support

The Customer Mindset

How Interactive ConversationBoosts Customer Satisfaction

How Interactive ConversationHelps You Cut Costs

T R Y I T

Remote Control

05

02page 7 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

DesigninganeffectiveInteractiveConversationbeginswithJellyvision’scloseconsulta-

tionwithyourmarketingstaff,salespeopleandsupportteams,andequallythorough

discussionswithyourcustomersandprospects.Weworktobetterunderstandtheinforma-

tionmostcrucialtoyourbusinessandtothepeopleyouwanttoconnectwith.

Wealsodoalotofcarefulthinkingaboutthelook,sound,andoveralltoneoftheInteractive

Conversation—everythingfromthecolorschemetotheparticulartimbreofthehost’svoice.

Thegoal,andendresult,isaninteractivetoolthatmeetsthesometimesstringentrequire-

mentsofourpartners’brandsbutthatalsostandsoutasauniqueexperienceforcustomers.

Jellyvisionworkscarefullywithourpartnerstopositionourselveswherewecanhelpthe

most.Abuttononyourhomepageoralinkinalead-nurturingemail.Theearlyresearch

phaseofthesalescycleorwaydowntheroadhelpinglong-timecustomerssolveatechnical

issue.

Ofcourse,it’simportanttobemindfulofthebiggermarketingpicture.InteractiveConversa-

tiondoesn’treplaceothermethodsofreaching,educatingandhelpingyourprospectsand

customers;itcomplementsthosemethods.Itlivesonyourwebsite,butitdoesn’treplaceyour

website.

Conversationisjustanothertoolforyourtoolbox.Ashiny,new,results-driving,sales-increas-

ing,cash-saving,brand-building,loyalty-enhancing,buzz-creating,kickasstool.

How Interactive Conversation is Implemented

06

T R Y I T

Crank Mix

02page 8 ©2009, The Jellyvision Lab, Inc. Tel: 954.695.0844

JellyvisionInc(est.1984)isthecreatorofYOUDON’TKNOWJACK,oneofthebest-sell-

inggamesofalltimewithmorethan4.5millionunitssold,morethan$100millionin

revenue,distributioninfivecountriesandover50majorindustryawards.In1999,Jellyvi-

sion,Inc.createdtheoriginalWhoWantsToBeAMillionaireCD-ROMforDisneyInterac-

tive,whichwasatthetimethefastest-sellingCD-ROMinhistory.TheJellyvisionLab,Inc.

isanewcompanythatleveragesJellyvision’scorecompetenciesininteractivesoftwareto

providemorecost-effectiveleadgenerationandconversionoptimization.

TheJellyvisionLab’sexpertiseliesincreatingintelligentinterfacesthatsimulatehuman

conversation.Wecallourformofinteractivitythe“InteractiveConversation”–acompel-

linghumaninterfaceregardlessoftechnologyplatform.InteractiveConversationsgive

everydigitaldevicetheabilitytocommunicateinformationandideaswithsuchseam-

lesspacingandawareness,suchpersonalityandwit,thatitfeelslikearealpersonisjust

behindthemachine.

About The Jellyvision Lab, Inc.

07

T R Y I T

Investnet

T R Y I T

Retail Sales

T R Y I T

YOU DON’T KNOW JACK

www.jellyvision.comQuestions?Comments?Goodjokes?

Contact:JoshBraun

954.695.0844

josh@jellyvision.com