Conversational messaging refers to a brand’s use of digital channels to provide meaningful two-way engagement at scale. It’s about delivering more personalized interactions that create a better experience on the channels that consumers want to use.
But this simple two-way style of contact means nothing for customers without their expectations met, such as 24/7 service availability, self-serve capabilities, quick or instant service, an increase in automation, individual customization, a choice of touchpoints and in-channel fulfilment.
We know that by understanding what customers want, and where they want to be, we can increase levels of engagement.
For businesses, this facilitation is crucial if they want to achieve their business objectives. These may be CX differentiation or accelerating the launch of new services, reducing contact centre loads or increasing automation. While we look to facilitate a multiplied reach and enhanced accessibility, we also look to deliver data utilisation and personalization.
Why Does Conversational Messaging Matter?
Evidence provided by Facebook shows fifty-nine per cent of customers want to use it to make purchases, and further research by CustomerThink.com finds that seventy-five per cent prefer the convenience of it for customer service. Added to this Gartner has found that more than half of customers are already using chatbots for assistance.
Looking at it from the brand perspective shows various ways to reach customers. T-mobile empowers Apple users to view rate plans, purchase new phones, pay bills and resolve issues with sent screenshots via Apple Messages for Business. Barclays meanwhile delivers customer support using WhatsApp Business API.
Communication is Key for Customers
The instantaneous connection between customer and brand is vital to encourage loyalty and futureproof a brand. A recent study by Webex CPaaS Solutions shows how sixty-four per cent of customers say they would stop engaging with a business after a bad experience: research positively compounded by the fact that seventy-five per cent of customers would repeat their business if their problem was dealt with quickly.
At the very least, communication is key, and customers appreciate being kept in the loop, with sixty-seven per cent believing such contact is extremely important. It may also come as no surprise then that over seventy per cent of Gen Z and Millennials prefer digital channels when getting in touch.
Servicing the Digital Natives
The younger generations have grown up with tech in their hand. The so-called digital natives inhabit an information age, are well-versed in tech and are reshaping CX with their expectations. They want proactive customer service driven by natural language and know automation saves time.
Modern consumers are happy to search and discover new products and services, make new purchases and liaise for follow-up service. They expect to be alerted to deliveries, support updates and security checks. To this end, conversational messaging empowers buyers and makes them feel they’re getting immediate attention through their familiarity with devices, equating as measurable value.
Messaging Channels for Brands
Understanding all this, delivers several rich messaging channels to facilitate brands in looking after and keeping customers. Apple Messages for Business, for example, enables customers to discover more across 1.5 billion Apple device users searching in Safari, Maps, Spotlight or Siri, where they can tap a messages icon and start chatting. Brands can use bespoke entry points such as website and app buttons, QR codes and channel links.
RCS for Android and Google Business Messaging
Another channel is RCS Business Messaging (Rich Communication Services), effectively next-generation SMS. We look to help brands capitalise on a market of 500 million android users, set to increase to 3.9 billion by 2025.
Google’s Business Messaging is a relatively new channel but promises to harness the might of the most used search and maps engine – with 8.5 billion daily searches – to turn inquiries into conversations and customers.
Instagram and WhatsApp Business API
Active Instagram users total around 1 billion every month, and ninety per cent follow one company. As another conversational messaging channel, brands can directly respond; for millennials, the phrase ‘DM’ (direct message) is even part of everyday speech. Brands can also go deeper, wider or niche by dealing with individuals and partnering with influencers with ready-made follower bases.
Customers can receive fraud alerts via the WhatsApp Business API channel, where security is critical. With 2 billion monthly users sending 60 billion messages daily, WhatsApp is a ubiquitous platform. Mercedes-Benz uses the WhatsApp Business API for pre-and post-sales support to book test drives, while British Gas implements it for its customer support.
For brands, it’s never been easier to reach out to customers and reward their loyalty with customer service that solves their problems while delivering the products and services they expect and want. We are ready with new rich messaging channels, AI capabilities and automation poised to deliver growth, opportunities and repeat business.
To discover how Webex CPaaS Solutions can help lay the foundation for conversations between customers looking to be valued and companies ready to speak their digital language, click here.
