It seems like messaging apps are everywhere in the modern world. WhatsApp, for instance, started off as a consumer-oriented messaging service, and now it’s beginning to explore the corporate world too. Other solutions like Facebook Messenger have already earned something of a reputation for delivering fast-paced consumer service options. In today’s fast-paced world, it seems that many customers would rather talk to a brand on an app, than speak to someone on the phone.
While it’s safe to say that different customers prefer to connect with contact centres in different ways, messaging apps could be a great way for today’s organisations to differentiate themselves and gain a competitive advantage. In fact, 41% of millennials say that the ability to connect with businesses through messaging apps would make them “truly satisfied”.
Why are Messaging Apps So Popular?
So, what makes messaging apps such a compelling addition to the contact centre communication strategy? In simple terms, these apps represent the perfect intersection between personalisation, convenience, and digital transformation (DX) for modern customers. They’re quick, simple, and familiar, as many of your clients already use them in their day-to-day lives.
Not only do messaging apps make customer service more efficient and personalised, but they also help to enable direct communication between companies and their clients. In a world focused on instant gratification, the implementation of chatbots within messaging apps could allow for automated services with more in-depth support for customers.
Already, messaging apps have helped to enhance the performance of numerous companies. KLM customers have used them to manage flights, Uber passengers use them to get a ride fast, and fast-food organisations allow clients to use apps to order ahead.
Using Messaging Apps in the Contact Centre
While it’s clear that your customers are ready for instant messaging apps, whether your contact centres are on the same page is something else entirely. One of the most obvious challenges that contact centres face, for instance, is that they’ll need to accommodate customers regardless of which instant messaging channel they want to lose. Channels like SMS, Facebook Messenger, WhatsApp, and more are emerging every day.
Another issue to consider is that while messaging and self-service go hand-in-hand, your strategy needs the right implementation to work effectively. After all, it’s hard to imagine a faster way for a customer to get an answer to their questions than via self-service messaging. However, there are factors that can affect the performance of your messaging strategy. For instance, a chatbot with poor natural language understanding could be a hindrance, rather than a help to clients.
Adding Instant Messaging to your Communication Strategy
For contact centres planning on joining the instant messaging trend, it’s important to remember that this new technology must form a carefully-crafted part of your customer journey. This means that messaging users will need clear escalation paths when connecting to your brand. For instance, someone might start by speaking to a virtual assistant, then drop into webchat for a deeper discussion, then move to a phone call for one-to-one help.
At every handover point, companies need to make their transitions as seamless as possible, as customers can grow frustrated if their engagement is informed by the context of their previous interactions across other channels. It’s clear that messaging could be a powerful next step for the contact centre environment, but like any transformation, it requires careful planning.
