Instant communication is a common expectation in today’s on-demand world. Little wonder that messaging apps rule the roost; WhatsApp, Telegram and Facebook Messenger were among the most downloaded apps in Q1 of 2022. Moreover, it is expected that by 2024, more than three-quarters of all internet users will be using a mobile messaging app.
Naturally, many businesses have identified an immense potential to improve customer interactions by employing messaging platforms to engage in conversations and to deliver great customer service. In a world where business is increasingly becoming conversational, customer outreach using messaging apps has a similar end result as offering customer service over social media — it allows you to meet customers where they are and lower the barriers to consumer engagement. Thus, by using a combination of rich visual interfaces and conversational artificial intelligence (AI) technology, you can provide real-time customer service, increase customer engagement, and improve the overall customer experience through messaging platforms.
Why do you need to embrace messaging for customer outreach?
With millennials and Gen-Z becoming the dominant spending populations, you should ideally opt for communication methods that align with their preferences. Short-form, quick exchanges can deliver multiple benefits for your business. These include:
1. Ease of use
Messaging apps are the primary mode of communication for many people. Using these to communicate with customers lets you meet them where they are. It eliminates the need for them to switch to a platform specific to your company, like a website, to talk to you. Plus, it is easier to start chatting on messaging apps; the customer does not need to draft a lengthy email or navigate Interactive Voice Response (IVR) systems.
2. Shorter interaction times
Enabling customer service over messaging platforms reduces the amount of time needed to resolve complaints or address queries. Mainly, instant messaging eliminates call hold times, one of the greatest gripes customers have with reaching out to companies for support. With attention spans becoming shorter, reduced wait and interaction times mean greater customer satisfaction.
3. Personal connection
Unlike email interactions, messaging provides a sense of personal connection to the customer. You can build a closer relationship with your customer through one-on-one conversations that are more convenient and responsive.
4. Optimised resource utilisation
Enabling customer service over messaging platforms reduces the amount of time needed to resolve complaints or address queries. Mainly, instant messaging eliminates call hold times, one of the greatest gripes customers have with reaching out to companies for support. With attention spans becoming shorter, reduced wait and interaction times mean greater customer satisfaction.
5. Data collection
When you conduct business chats over messaging apps, you also get the option to easily collect multiple data points from customers. This data can be used to build a comprehensive, 360-degree view of each customer. The data can also inform decisions around customer experience, product features, marketing communication, promotional strategies, grievance resolution, etc.
How do you pick the best messaging app for your company?
Step 1: Know who you’re talking to
You must first understand your target demographic before deciding on the most suitable messaging app for your marketing strategy. Age range, interests and hobbies and pain spots are all important insights.
Step 2: Set goals
Are you attempting to raise brand awareness, market a certain product, or educate your audience about a new feature? Or do you primarily use digital channels to resolve consumer concerns and respond to inquiries? You can add to or subtract from the list of messaging applications you’re willing to use based on the same.
Step 3: Explore which messaging app best suits your need
One messaging app may better fit your target group based on their demographics. For example, some messaging apps don’t support click-to-chat ads, some only let you reply to your customer within a specific time frame while some may just come across as too difficult for the average customer. A study of the market plus some trial-and-error is needed to help you zero in on the apps that work for both you and your customers.
Digital engagement = Instant messaging + authentic communication
In today’s work-from-home world, digital engagement is a must-have, as it ensures that service centres can serve customers via their preferred communication mode. With the help of Salesforce Digital Engagement, you can respond to messages on platforms such as WhatsApp, SMS, Facebook Messenger, and Webchat. The tool helps you carry out SMS or bot conversations and also helps decide which agent to push the incoming message to, based on skills or availability.
You can also use Salesforce Service Cloud to offer personalised customer interactions on any channel. With the help of intelligent workflows, productivity tools and the power of AI, you can easily engage your customers on the go and solve problems faster than ever.
