Mobile messaging 6 secret tools
Leaders in marketing and customer experience are focused on mobile as a way critic to reach customers. And messaging has become a priority for 2020. New research from Sinch shows that consumers are ready to embrace new formats and features when sending and receiving text messages. They want messaging options to interact with healthcare providers, banks, stores, and many others. (See datagrafo under.)
Usefulness of messaging scenarios
To what extent do consumers find value in these industry-specific types of messaging?
But even as enterprise brands rush to create engaging mobile experiences through messaging, there are some features and formats that aren't yet well understood. We examine the most compelling mobile messaging tools and the most compelling ways marketers and CX leaders are leveraging text messaging to engage customers, build trust, and generate revenue.
1. Translations in real time
In some scenarios, the two parties exchanging messages speak different languages but need real-time information. For example, tourists using ridesharing services (or vice versa, a driver who isn't fluent in the local language). Enter real-time translations. Brands can use messaging intermediaries to provide real-time translations of conversations, whether it's quick chatter coordinating a rideshare pickup or more technical discussions about a product or service.
2. Custom video
Many marketers don't understand personalized video design, but for some businesses, it's about building trusting relationships. Personalized videos offer a way to create a human connection:
- A personal shopper creates a short personalized video of new arrivals that the customer may want to try
- A home inspector shares a video summary of key findings in his report
- A body shop records a video tour of a customer's car in need of repairs after an accident; the mechanic explains each step of the process and the associated costs.
- A video menu from a home theater company to guide users through a DIY installation of home equipment
3. Instant, chat-based customer service
When your customer needs help, an answer to an urgent question may be the only thing stopping them from clicking "buy".
Using real-time chat, either within your branded app or through other messaging apps, you can offer just-in-time solutions. And keep in mind that this type of always-on connectivity isn't a "nice to have," but a "need to have." The Facebook search It shows that consumers expect quick response times. One respondent explained, "If a seller makes me wait more than 10 minutes, I'll move on to another seller."
Facebook's own research also found that messaging is a key way to build trust with customers. Most respondents reported that being able to message a business made them feel more confident about the brand.
4. Response chip
Think of answer chips as a type of chatbot functionality, but they eliminate the errors that arise when AIs attempt to understand human language. A typical chatbot interacts with customers by interpreting human questions and generating a response from a limited set of scripts. These are excellent options for answering simple, high-frequency questions. (“What time does the Broadway store open?”) The challenge, however, is that humans are… human. We can insert a typo or use a word choice that the chatbot doesn't understand.
With response chips, a customer selects from a specific set of options. The functionality and visual cues are similar to apps, but delivered via messaging.
5. Problem solving in real time
Consider the travel industry. Due to turbulent weather, delays and cancellations can spiral across a region, leaving travelers stranded. In the past, travelers would rush (even sprint) to ticket agents to make changes. More recently, consumers can rebook flights relatively easily using an airline's mobile app.
However, messaging offers an even faster and more effective solution. When a flight is canceled, an airline can send a traveler a message, such as "Flight 7745 to Boston has been canceled due to bad weather. The next available flight from LAX to BOS departs tonight at 7:00 PM. Can we reserve a seat for you?" The traveler simply needs to type "Yes" and the exchange is complete. No waiting in line or navigating the app.
This type of real-time mobile problem solving is relevant to many industries where scheduling and delayed information create bottlenecks:
- Confirmation and / or rescheduling of upcoming medical appointments
- Respond to suspicious activity on your bank account (e.g., “Your credit card was used in Paris at 10:45 this morning. Was it you?”)
- Upcoming delivery instructions (e.g., “Your IKEA sofa will be delivered within the next 30 minutes. Reply “Yes” to confirm or “Help” to receive a call from your driver.”
- Completing an abandoned cart purchase. (e.g., "The J. Crew merino wool vest you left in your cart is now on sale. Would you like to complete the transaction?")
6. Security
The best messaging Class 1 uses secure end-to-end encryption. Why is this important? Companies are under intense pressure to protect customer data. Consumers expect it, regulators demand it, and the growing sophistication of cybercriminals means security is essential, especially in regulated industries where penalties are more severe.
Increasingly mobile isn't just another way to reach customers: it's the core of the digital customer experience. And messaging is crucial to the mobile experience.
Yet... messaging can't be treated simply as another channel, like a highly condensed mobile version of email. Enterprise companies must develop unique messaging strategies and tactics. Outreach must be personal and driven by each individual's behavior, preferences, and expectations. And we must respect the very direct and personal customer connection that mobile messaging offers.
