Building trust in the buyer’s journey with RELAYTO’s Alex Shevelenko [Video]

Potential buyers sift through numerous software options, hesitating, evaluating, and most importantly questioning the credibility of each option.

How do businesses successfully navigate this buyer’s journey to ensure that this person not only chooses them, but remains loyal to them? As businesses strive to attract and retain customers, the art of cultivating trust continues to be a major factor in determining success or failure.

I interviewed relay CEO and co-founder Alex Shevelenko discusses how companies like his earn the trust of potential buyers and what strategies he and his team are implementing to maintain that trust over the long term.

To watch the full interview, watch the video below:

This interview is part of G2’s Professional Focus series.For more content like this, subscribe G2 teaa monthly newsletter containing SaaS news and entertainment.

Deep dive with Alex Shevelenko

Alexandra Vazquez: You mentioned that you co-founded RELAYTO to “abolish static, pre-web and pre-mobile content on the screen.” What limitations or challenges did you encounter that led you to this conclusion? How will you continue to fulfill this mission?

Alex Shevelenko: Humans have an advantage over other species, and one of our advantages is that we can communicate on a large scale.

For example, traditional files in the physical world have such low energy. If we spend money to promote a message, it seems, that’s not helpful and doesn’t really do anything because people aren’t going to engage with us.

So the idea is simple and the most important idea remains: substantial presentation and documentation. It’s like calories that are good for our brains. We need nutrition, right? It needs to taste good. It needs to fit our goals, our image and what we want to consume. People will believe things that are humane but backed up by evidence.

How do you ensure your trust-building strategy is seamless and coherent across different stages of the buying process?

Engaging customers and ensuring their success throughout their journey is critical. What we see our most successful clients do is they actually stop thinking in isolation.If you hear these terms, you’ll find that there’s a sales technology stack, a marketing stack, and then there’s Customer Success Stack. They don’t talk to each other because they use different stacks.

Designers, marketers, and sales reps can deliver data-driven design if you provide them with the same contact details so they can get feedback on anything they create and actually see if it works. The most front-end customers have high-end design production values ​​and use them for marketing. It may be relevant to new customers who are just starting out. Modern customers want to be engaged, especially B2B businesses.

How do you encourage and manage customer feedback to increase credibility?

We like G2 for exactly this reason: we want to hear from our customers. We encourage our customers to give us feedback, especially when they really get to know the product in depth. For new customers, it can also be helpful to get feedback from them. It allows us to think more broadly, like “How can we streamline and create more product-driven processes compared to sales-driven processes?” So feedback is critical.

We personally believe our success depends on people using it across a range of use cases. It also allows us to be more transparent with our customers. I think it comes back to the trust issue, right? Who do you trust more? Do you trust those suppliers who say “We are the absolute best!” believe us! ”?

There is a way to create customer interactions through scalable channels or more personalized channels. The important thing is, once you have these reviews and reports, how do you get people to consume them? That’s where we can help people build trust.

So, just like insert your G2 Gadgets Going into RELAYTO promotion and inserting the report to make it attractive so people can use it, how do we take what G2 does and put it somewhere else where reviews can be shared outside of the regular sales process?

How does your company balance automating interactions like artificial intelligence and chatbots while maintaining a human touch?

When people talk about artificial intelligence (AI), there are different types of AI.you can mention chatbotand then there is what we call a set of artificial intelligence and algorithmic methods for content conversion.

We use AI in a variety of proven data-driven ways, you can take a static asset or a traditional asset and use AI to make it 100x more efficient. But what’s really important is that we allow creators to control whether to use it, where to turn it on, and turn it off. That’s the superpower. Artificial intelligence is not a replacement.

I and Godard Abel about Monty, I think we are brothers from another mother there. We developed a chatbot in a box that basically takes thousands of pages and hundreds of documents and allows you to read them using artificial intelligence to instantly get a nugget on that particular page.

The cool part for us is that the customer doesn’t have to do anything. They don’t need to know if this is OpenAI or some other API. They know it’s a safe solution for inserting content, and the chatbot’s work doesn’t lose context, it doesn’t lose substance, it doesn’t lose the ability to verify and check.

If AI gives you an answer but doesn’t provide the page or pages for that answer, you might be making a huge mistake. We believe people still need the ability to validate answers and contextualize them. This is our vision for consumer artificial intelligence.

What future measures or innovations do you think will further enhance trust in the buying cycle?

I think the first trend we’re seeing right now is that people are using the platform and engaging more and more with e-books to really dig in and understand the perspective of the white paper author. I think, historically, we’ve always thought that we’re going to write spammy blogs and if we do that enough, we’ll increase traffic, and that traffic will convert successfully. I don’t think Google will allow this to happen in the commoditizing world of artificial intelligence.

People will be surrounded by a sea of ​​information, but they still crave real interactive experiences. We believe the future is interactive.

Imagine we could have a conversation like this where you’re browsing and double-clicking on certain areas and exploring other issues that interest you. This is what we see happening in the world. I think the more you can create digital interactions that feel human and less like more crap that feels like a machine talking to another machine, that’s where humans are going to thrive.

The value and expectations of human interactions are now much higher and require the support of digital tools. 95% of the buyer journey will occur without human touchpoints.

The really fundamental question we need to ask ourselves as an industry and as a society is: “Can we humanize these interactions? Can we do things that make us excited about work?”

Check out our full conversation on YouTube.

Follow Alex Shevelenko LinkedIn Learn more about his content experience platform RELAYTO and his perspective on the buyer’s entrepreneurial journey.