Messaging Marketing: Talk Isn’t Cheap
If you evaluate the success of your business and focus only on sales, you are taking a narrow-minded view. A more comprehensive approach might be to evaluate customer experience, because if customers have had a good experience with your company, they are more likely to buy from you again. Smart companies are preparing for this – in fact, more than two-thirds of companies compete primarily on the basis of customer experience.
If your customer experience is found, or even if it’s good but you want to work on improving it, messaging apps are a valuable tool. Customers love them, and it’s not hard to see why. It’s convenient, as customers already use it to message friends and family. It’s conversational, frictionless, and much less formal than email correspondence. They give brands a direct personal engagement with their customers. No wonder 65% of customers feel more positively about companies that allow two-way messaging.
Here’s how messaging marketing can create more interactive and rewarding conversations with customers, deepen communication, and instill brand loyalty.
Get Personal: Integrate Business Messages with Your CRM
How many times have you as a customer been asked to re-enter your personal data, again, so that the company knows who you are? It is a waste of time, frustrating, and most importantly completely unnecessary. Integrating business messaging with a CRM or CDP allows you to access customer records including their personal details. No need for the customer to type it all in again, and no need for your brand to collect and present more data.
This means that customers can only confirm that their delivery details are the same as already on file, rather than having to re-enter them each time they order. This also means that when customers contact customer service via business messages, you can address them by name as well as see what order they are referring to. It’s simpler for the brand, and friction-free for the customer. Which is more likely to lead to repeat business – nearly two-thirds of people want companies to use the information they share in message conversations to improve customer experience.
In the world of social media and messaging apps, customers can’t bear to stay on hold. They expect help when they need it. And if you don’t introduce it right away, they’ll find another brand that will.
Messenger apps allow brands to respond instantly to customer requests. This real-time response generates goodwill, which increases the lasting value of the customer, as they are more likely to spend money with your company again in the future.
With Viber Business Messages, for example, brands can provide an excellent service from the convenience of a smartphone. Customers can get help finding the right gifts, with reservation inquiries, post-purchase inquiries and more. It’s all the benefits of a sales assistant with more convenience.
Conversational Business Messages – One Tool, Many Uses
Business customer conversations within messaging apps can cover all kinds of topics – order management, delivery details, product promotions with customized offers, and post-purchase assistance, to name a few. More uses included:
- Help choosing a product
Disadvantages of buying through digital channels? You cannot see the products in the flesh. This makes sales assistance more important than ever. Customers may want to know what size clothing fits their structure, or what product features mean in plain English. The type of two-way conversations enabled by messaging apps gives you instant answers from knowledgeable people.
- Order Management
In addition to keeping tabs on where their orders are, customers want to be able to select a delivery time and location, as well as leave instructions if they are not in (a safe place, or a neighbor to leave them with). They can do all this and more through commercial messages on messaging apps. Which is as easy as it gets. Take Serbian company D Express, for example. With Viber for Business, I was able to deliver 15% more messages the first time, which enabled the company to provide better service and gave a real increase in customer satisfaction.
- After-sales support
Your job is not over once you make a sale. Your next task is to provide enough after-sales support to convince the customer to become loyal to the brand. Messenger apps are a great way to do this.
If a customer wants to know more about the new purchase features, they can send a message to the brand through the messaging app. It is simpler and more convenient than contacting customer support, and can include visual content such as tutorials and how-to videos. All within the reach of the customer.
- Get instant customer feedback
Commercial messages allow customers to let you know what they think of your customer service. Good reviews can be used as testimonials in your marketing, while bad reviews will help you improve your service. You may not want to hear the bad guys, but ignore them at your peril.
The Many Pros of Conversational Business Messages
- Simplicity – Customers are already using messaging apps to talk to friends. This means that they do not have to install any new software or learn a new user interface. They also don’t have to enter all of their personal information for the umpteenth time.
- direct – Business messages are individual messages that, unlike social media, are closer to broadcasting to the masses.
- Ease or convenience – Customers can start and pick up conversations when it suits them. And they don’t need to repeat all their personal data every time they start a new conversation.
- Attention – When they are asked to provide feedback, customers feel that they are being listened to and that their opinions are important. Making it easy to leave feedback – and provide instant responses – only improves the entire experience.
Viber Business Messages can enhance the customer experience. By allowing businesses to connect with customers through a convenient, always-on communication channel, it encourages meaningful conversations that enhance the relationship between the customer and the company. If done correctly, it will turn casual buyers into loyal customers for life.
To learn more about Viber for Business messaging solutions, contact us.