The potential of mobile messaging is well understood by now: consumers want great support whenever they wish and over their preferred, day-to-day communication channel – WhatsApp, WeChat, iMessages, Facebook Messenger or Viber. Brands want to have loyal, meaningful customer engagements and to deliver support in a cost effective way.
Do more with less using asynchronous communication
Unlike synchronous chat or voice interactions where consumers have to be actively available to receive agent’s responses and vice versa, in asynchronous communication, the consumer and the brand can communicate without being available at the same time, creating significant advantage for both. In our personal life, asynchronous communication allows us to handle hundreds of conversations a day, which is one order of magnitude more than what we did in the old synchronous world.
Omnichannel strategies: Why one size does not fit all
While omnichannel projects are extremely expensive and provide questionable ROI, digital transformation through messaging results in an immediate impact on the brand’s NPS, CSAT and OpEx KPIs. Asynchronous conversations enable brands to provide great experiences in a way that is 70% more efficient than the traditional synchronous voice or webchat conversations!
The main challenge facing large brands wishing to offer their customers the option of conversing with the brand via messaging is – that the intermittent nature of text messaging and the massive volumes involved make it nearly impossible to handle messaging conversations with live persons and it impractical to rely on automated answering machines (“bots” or IVRs) to provide good experience.
Comments