Apps are dead: invest in Business Messaging

CM.com’s Jan-Willem van Vugt, Strategic Partner Manager, explores how businesses can get in conversations with their customers to improve the customer experience using conversational messaging.

In 2008, most of our mobile time was spent in offline mode. Slow 2G connections and limited access to Wi-Fi led meant consumers would rely on a multitude of locally installed native mobile apps to get utility value from their smartphones. Today, Europe has the highest level of mobile user engagement. In a world of ubiquitous 4G and limitless Wi-Fi, mobile connectivity is ‘always on’ — utility value is delivered in real time over the internet because we’re always connected. Therefore, it’s no surprise that when it comes to communication between companies and customers this primarily takes place via the smartphone.

As many as 85% of all customers spend the majority of their time in the top 5 chat apps, including WhatsApp, Facebook Messenger, Viber and WeChat. By using these communication channels for conversational messaging, in theory businesses can turn any conversation into a successful purchase from a satisfied customer.

What is conversational messaging and why should businesses be using it?

Conversational messaging starts with companies using existing communication channels. The advantage of these channels is that companies can be more personal and interactive with their customers. Nowadays, 65% of customers expect a response to customer service, marketing or sales questions within just 30 seconds. To be successful it is imperative that companies provide a fast service that fits seamlessly and manages this expectation.

The role of machine learning

If all communication is two-way, this puts a huge amount of pressure on IT and human resources departments. The solution to this problem is chatbots. The simpler bots can handle “if this, then what” scenarios, whilst the more advanced bots will be powered by machine learning. This technology has been decades in the making and we are now coming into an era in which tools and computing power are available to get it implemented. Machine learning and artificial intelligence includes speech to text solutions, sentiment analysis, contextual formatting, facial recognition and more. In turn this can make the transition to conversational messaging smooth and convenient for companies.

Conversational messaging: How to guide

When conversational messaging is used correctly, a company can go beyond the expectations of their customer. These are the main ingredients required for successful conversational messaging:

1. Multi-channel: support all channels so that the recipient can use his or her favourite way of communication.

2. Conversational: communication is two-way. With conversational messaging, you can immediately act, react and interact. When doing this right, you will exceed the expectations of your customer.

3. Relevant communication: the customer reaches you where and when they want it and in the right context for a seamless conversation.

4. Scalability: ultimately you want chat bots supporting you based on internal and external data.

With the evolving messaging capabilities and changing customer behaviours a total new way of communicating with customers is beginning to evolve. Customers will no longer install apps to order a cinema ticket, they will just ask, get the options in the conversation and purchase the tickets in one go. For this reason, companies should be rethinking their investment in app development and make the move to conversational messaging. If you’re ready to kill your app and start communicating? Start a conversation with CM.com and let us guide you through this process!

Conversational messaging: How to guide

When conversational messaging is used correctly, a company can go beyond the expectations of their customer. These are the main ingredients required for successful conversational messaging:

1. Multi-channel: support all channels so that the recipient can use his or her favourite way of communication.

2. Conversational: communication is two-way. With conversational messaging, you can immediately act, react and interact. When doing this right, you will exceed the expectations of your customer.

3. Relevant communication: the customer reaches you where and when they want it and in the right context for a seamless conversation.

4. Scalability: ultimately you want chat bots supporting you based on internal and external data.

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