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Nicole Teckentrup

Mindfulness and MindfulWork are trending, that's for sure. The well-being of each individual is more important than ever. More and more companies are realizing this. Depression and overwork up to burnout have shown in the past that it is urgently time for a change of perspective. 

Mindfulness and MindfulWork is basically nothing more than dealing with yourself and your environment more consciously; to perceive the here and now openly, curiously and with more acceptance and not having already made a judgment in your head, thinking three steps ahead, or still being caught up in what happened the day before yesterday. Regardless of whether this is for professional or private reasons, our thoughts don't care. 

Our mind constantly produces new thoughts and feelings within milliseconds and confronts us with memories. Some are useful, others just get in the way. But they all have something in common: we cannot turn them off. It's like saying, "Don't think about a pink elephant!" That doesn't work, our brain isn't set up for it. The more we don't want to think something, the more it will manifest itself in our mind. The spiral of thought, which is often negatively charged, begins to turn. 

Although mindfulness cannot magic this pink elephant away, it can at least shut down the thought of him. For more concentration and focus on the moment. 

It's been four years since I completed a mindfulness training course myself. This new inner attitude fascinated me. At the time, I lacked patience with myself. I was plagued by prejudiced thoughts about an uncertain future. I was unhappy. I didn't like myself anymore. 

Through the constant practice of mindfulness, I was able to make clear decisions, forget the big picture and enjoy the little things. I had more time for myself again and was able to focus on my goals. I was happy again and I wouldn't be where I am today if I hadn't made up my mind to do the mindfulness training. 

**Sometimes it's just time for a change...** 
In a half-sentence I mentioned my experiences in the office. This resulted in a presentation to my team. Our board of directors happened to notice this and so one thing followed the other. It was suggested to me that this major topic, which had been on everyone's lips for a long time and was also anchored in the minds of our management, should be continued in the company. Two Open Spaces later, an inventory of interest in mindfulness training followed. With great success, 25 colleagues could imagine participating. To implement a mindful corporate culture, I received the unconditional support of our board members Stefan Belmann and Armin Peiker. 

I started sending out a weekly internal newsletter, Mindful Monday, which deals with various mindfulness-based topics and aims to give small impulses for a new way of thinking. Every week I offer a short guided meditation of a maximum of 10 minutes for anyone who is interested. Some come regularly, others for the first time. I look forward to every curious look! 
Humans need 8 weeks of repeating something new every day to make it a habit. So it is obvious that it would not be enough to get an overview of the basics and then to deal with this new topic for a short time maybe twice a week. It is often not easy to overcome the weaker self and to remember and carry out the practice yourself in the rest of the time, and so the once curious interest slowly but steadily fades away. 
In a group it is much easier to deal with the new approach in a more committed manner towards oneself. Through mutual support and the possible exchange, he remains present. So it quickly became clear that communicode AG needed professional reinforcement so that mindfulness could enter the company properly and sustainably. 
After a short research and comparing the different options on the market, a supplier was found who will supply us with Mindful Smarties and Mindful Energizers from February. In four modules that deal with the body, thoughts, emotions and the integration of mindfulness into everyday life, 19 colleagues and I will reflect on our perception, get to know new ways and be provided with helpful training units so as not to lose sight of the moment in everyday life to lose. 

I'm looking forward! 

Attention training promotes positive thinking and communication. This is how we do it at communicode. 

Grafik Menschliche Darstellung mit Gehirn und Herz

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Mindfulness Training: Magic the Pink Elephant Away aka MindfulWork at communicode 

**After a long day at work, you relax on the couch, pick up your smartphone and quickly text a friend. Then open the smartphone browser and look for a new washing machine, for example. You've been looking for days, but due to the large number of models available you haven't been able to make a decision yet. You discover that the online shop you are in now offers contact via WhatsApp. The chat started quickly and a conversation began that could otherwise only take place in brick-and-mortar retail with a friendly salesperson. All questions and requests can be expressed here in order to find the right model for your own needs.**

After the interview, you are convinced that you have found the right washing machine and would like to buy it. You place your order directly in the chat and receive a link for payment and the final completion of the order. In the following hours and days you will receive all information about the status of your order and the progress of the shipment - also via WhatsApp.

##Build trust through personal communication

The example described so harmoniously and perfectly in the introduction is a variant of conversational commerce. It means addressing the customer in his comfort zone - where you usually don't reach him, at least not in a personal way. In case of questions, doubts or complaints, the customer can contact a member of staff directly. He doesn't have to first write a long e-mail or wait a long time in the waiting queue of a service hotline. When the answer comes, the customer determines the time at which he wants to continue the communication. This strengthens the bond with the shop and gives the customer room to make their own decisions.

An AI alone is often not enough for this. The more personal and empathetic the contact with the customer, the more open they are to making a purchase decision. A relationship of trust only develops when communication reaches a certain depth. This works best with a real human on the other end of the chat.

## Accompany the customer journey personally

Messages via a messenger bring a certain ease for the customer. He does not have to react immediately to the incoming information and can still refer to it. The buying process is not interrupted, but is only in the queue, without any pressure to act. Through the contact via WhatsApp, as it comes about in the example mentioned, the entire customer journey is accompanied by personal support. From initial product advice to the actual order and information on the payment method to tracking the shipment, customers enjoy personal support via their messenger. Even after delivery, for any after-sales activities, the messenger is an advantageous channel to increase customer loyalty and expand the service. Conversational Commerce makes online shopping more personal and even more convenient. The entire customer journey receives a real assistant that can prevent almost any interruption.

###Conversational Commerce as a growing channel

In the USA and Asia, conversational commerce has long been part of everyday life. In Europe, the ongoing digitization – accelerated by the pandemic – has ensured that at least this new type of distribution is being dealt with and seriously considered.

Conversational Commerce is more than just a chatbot or voice commerce via Alexa, which is less suitable for products that require explanation. After all, customers wouldn't seriously say, "Alexa, buy me a washing machine!". Rather, it forms a bridge between digital communication and e-commerce.

71% of Germans regularly use messenger services such as WhatsApp, iMessage or Meta Messenger (ARD/ZDF online study 2021). Among younger users it is even 93%. Typically, these services are used to keep in close personal contact with family and friends. We are familiar with the messengers and we communicate very openly via these channels. However, the hurdle to conversational commerce lies in the customer's trust in this new sales channel. Because the media reporting on deficits in data protection and other backgrounds of the parent companies do not prevent private communication, but do not help to overcome the skepticism about purchasing processes via these messengers. Here, sensitive communication and technically secure actions in the customer journey are required on the part of the retailer in order to justify the trust of the customers.

##Conversational Commerce: The strategically sensible entry point

The planned introduction and use of this channel is important for a successful addition to the customer journey. Because only those who consistently integrate these new ways of customer communication into the sales process and use them sustainably will be able to benefit from increasing sales and good ratings in the long term. Quality before quantity: The right channels must be used professionally.

The first thing to do is to find out whether your target group uses Messenger or social media services at all. The next step is to assess whether the products or services offered require intensive consultation. It is only worth expanding the customer service infrastructure if you can answer both of these questions with a definite yes. Because it is important to master the increasing need for communication and, above all, to be available for quick communication in the evenings and at weekends.

We at communicode AG build digital bridges to connect people and markets. As an interdisciplinary team of specialists for digital transformation, we focus on strategic consulting, conception and implementation of interactive business and communication measures. Are you unsure whether you already really know your target group? You don't know exactly how conversational commerce can be integrated into your e-commerce strategy and the customer journey? Feel free to contact us. We support you in finding the right way of personal contact with your customers.

Conversational Commerce reaches the customer in his comfort zone. Read here how this works and what advantages it brings.

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Nicole Teckentrup

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Mindfulness Training: Magic the Pink Elephant Away aka MindfulWork at communicode

Conversational Commerce – A personal touch for the customer journey