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.
