When we have something to tell someone, invariably our first instinct is to reach for our mobile phone.
Not to call – but to make contact in written form.
An SMS, an email, a WhatsApp, a social media post.
Everyone has their favourite and, in today’s ‘always-on’ omnichannel world, enterprises and brands for whom frictionless communication with customers is key must make every channel accessible.
Smooth, slick interaction enhances the customer experience, deepens brand loyalty, and enables customer service representatives to deliver the best possible 24/7 support.
Here, Sandro Stupar, Director of Product at leading provider of global omnichannel communications solutions Mitto – whose direct and wholesale offerings help do just that – details the top five benefits of business messaging…
1. Return on Investment
According to our recent ‘State of the Customer Experience’ report, customer demand for digital communications are rising. Brands that take an omnichannel business messaging approach will meet these expectations while simultaneously driving revenue. Our report showed that brands that implemented unified omnichannel strategies were four times more likely to report extremely loyal customers, three times more likely to report a customer experience that deserves an “A”, and three times more likely to report a significant increase in revenue growth over the past year. That’s because those brands were able to meet customers where they already were—on their preferred messaging platforms. It all makes for increased Customer Satisfaction (CSAT) and Higher Net Promoter Scores (NPS) – which means that all-important ROI is assured.
2. Better customer support
An omnichannel business messaging strategy is a valuable tool for customer support teams, especially around hectic shopping seasons. Representatives are better equipped to manage multiple conversations at once and offer stronger support to customers. Businesses that have implemented a complete omnichannel strategy are twice as likely to respond to customers in real-time or in less than one hour. This reduces delayed responses, alleviates customer concerns about shipment delays, optimizes personalization, and delivers a cohesive experience across all platforms. An omnichannel approach also breaks down silos between customer support and marketing teams, enabling a 360-degree view of the consumer. This promotes cross-functionality visibility and collaboration, significantly improving overall customer experience (CX).
3. Chatbots and automation
Brands that have adopted AI chatbots and automated message flows can respond to customer inquiries instantaneously and provide stellar support 24/7. When these technologies are used as part of a complete omnichannel strategy, customer support teams are three times more likely to report that the AI chatbots and automated message flows they use perform much better than other customer communication channels. Chatbots also allow businesses to focus on more challenging inquiries by answering common questions, better-analyze customer data, and improve customer acquisition and retention rates.
4. Asynchronous messaging
With omnichannel business communications, customers benefit hugely too. They receive cohesive, continuous conversions on the platforms of their choice. For instance, if a customer initiates a conversation with a chatbot on Facebook, a live customer support rep can swoop in to help with more complicated concerns via the same chat or on the phone where the chatbot left off. This gives customers more flexibility without having to wait on hold or for call-backs. They can also receive support 24/7, even when human reps are off the clock.
5. Conversational commerce
Conversational commerce elevates the customer experience by bringing the in-store experience online. Customers will enjoy more personalization, support, and flexibility from their favorite brands right from their smartphones. Even if a customer is interacting with a chatbot, they will still experience that much-needed human touch in every digital interaction. This makes them feel more valued and supported, deepening brand loyalty and improving satisfaction.
Mitto CEO Andrea Giacomini sums it all up brilliantly.
“Though customer expectations have hit all-time highs, connection is still at the heart of exceptional experiences,” he says.
“People are social creatures and want to have strong relationships with each other and their favorite brands. Communication and dependability are important factors in every healthy relationship. Our tools help businesses build stronger connections with customers through reliable support and personalized conversations. Even if a person is talking to a chatbot, the conversation still needs that human element. No amount of technological advancements can ever change that.”
To learn more about how Mitto can help your and customers’ businesses digitize and thrive, click here.
