The secret of effective communication with the client in the messenger / Viber
If past sales efficiency was a key indicator of business success, today customer experience in more than two-thirds of businesses has become an area of competition. It is not at all surprising that this is a very important criterion, because after a customer has received a positive experience, he will always come back again.
It is possible and necessary to improve the coordination of communication with customers, and the use of instant messengers is one of the most effective ways to do this. Messaging software is convenient, interactive, and installed on almost every phone.
In addition, they provide the ability to directly interact with your customers. And it really works: 65% of customers are more supportive of brands that are open to two-way communication, while three in four consumers get frustrated when they can’t respond to a message sent from a brand.
So, here’s how to introduce a marketing strategy in messengers so that conversations with customers are engaging and bring tangible business value?
Reply in real time
Nobody wants to “get stuck” on the line for hours, because if a customer needs help, they need it now. Therefore, most of us use social networks and instant messengers, because they are more likely to receive an immediate response. Communication with customers in the messenger has many advantages: you can respond instantly to customer requests and thus increase the “lifetime value of the customer” (the lifetime value of the customer shows how much income the customer brings while interacting with your company) and the quality of services.
For example, two-way (conversational) Viber business messages provide brands with an opportunity to interact with customers in completely different situations: advise on the selection of gifts, discuss reservation details, help collect furniture after purchase, etc.
Integrate business messages into CRM for custom communication
Technology has greatly simplified and facilitated the customer experience. However, when interacting with an online business, customers still have to enter the same information (name, address, and billing information) over and over again. It is not surprising and clearly that customers hate it, because it will be more convenient to enter this information once and for all. According to a LivePerson survey, 64% of people agree that companies use the information they share directly in the messenger in order to improve their customers’ experience.
So, by integrating business messages into a CRM or CDP, you can access customer data: name, interests, pre-orders, delivery details, and the like. This greatly simplifies and personalizes communication. For example, when a loyal customer buys something from your store again, they can simply confirm that their delivery address has stayed the same so they don’t have to enter the same information again.
Or when a customer who recently purchased home appliances sends you a question, you can refer not only to them by name, but also to immediately understand the model of the appliance in question. In addition, if a customer turns to your company with a new question in a few days, he will not have to write again about his identity and describe the situation to another manager. Convenient service greatly increases the likelihood of repeat purchase.
Conversational Business Messages – One Tool for Different Situations
In commercial messages, company representatives and sellers can communicate with customers on various topics: help with order management and delivery, advise on product selection or reservation, or program loyalty management. Sellers can also promote products through personalized offers, provide after sales support, and the like. Let’s take a closer look at some examples:
Help choosing a product
Even regular customers may need help, for example, to choose the right size for clothes or to learn more about the characteristics of the product. Communication through online business messaging in the messenger helps consultants stay in touch with clients by providing instant answers to their inquiries.
- Order and delivery management
A customer not only wants to know where his order is, but also wants to be able to choose a convenient time and place for delivery. This is especially true for urgent orders that must arrive on time, for example, on the Christmas holidays. In the messenger, brands can inform customers of the status of an order, and customers, if necessary, change the delivery details.
For example, users can forward a shipment to a post office or other address, and most importantly do it from their phone using a familiar messenger. This opportunity really affects the level of customer satisfaction, as seen by the Serbian company D Express, which uses Viber business solutions to inform customers about the delivery of goods and provides the ability to manage a parcel, clarifying details through direct contact with a consultant.
- After-sales support
Your job does not end after the customer makes the purchase. If you want to convert a customer into a loyal customer, stay connected. Let’s say, after buying a new food processor, the customer wants to know more about certain features. Instead of calling support, searching for information on the Internet, or reading long instructions, he can write to you in the messenger and get expert help, tips and training videos. 3-in-1 professional support.
- Customer Feedback
Real-time support via business messages provides instant and equally valuable feedback, and customers instead feel their opinion matters. On the one hand, you can always provide the necessary support on time and accurately, and on the other hand, you can quickly collect live positive reviews of the site or pages in social networks. As a result, everyone wins.
Conversations in Business Messages / Viber Images
Why it is convenient for customers to communicate with you in messengers:
- They already use messengers, where they talk with friends and colleagues. They do not need to install new software and move to new recordings.
- Messengers are convenient and allow you to conduct a conversation in a manner and time convenient for the client. In addition, in messengers, there is no need to repeat the information if the conversation is continued by another manager or consultant.
- This is the most personalized communication format. Better than phone or email support, without annoying music and unnecessary spam.
- Couriers build customer confidence that the brand cares about their needs and wants to improve the quality of service.
Examples of dialogues with the customer / Photo Viber
Today’s instant messengers are not only a convenient communication channel for online orders and assistance, but also a powerful tool that strengthens the relationship between the customer and the brand. At the same time, the effectiveness of instant messengers is enhanced by the use of chatbots, which can provide support around the clock, answering the most common questions, regardless of their number and time of day, for example, as chatbots do in Viber.
More complex questions can always be forwarded to the manager via business letters and a convenient service is guaranteed. In other words, by caring about your customers, you care about the success of your business.
Senior Director of Business Messaging Solutions Rakuten Viber