Why Businesses Should Care About Messaging
Messaging is finally having its moment.
With 59% of people, on average across 14 markets, saying their messaging has increased over the past two years — and more and more people choosing chat apps as their preferred method of communication — messaging’s momentum seems set to soar.
The entire world is messaging. According to Flurry Analytics, time spent on social media and messaging increased a staggering 400% last year. Businesses are starting to realize that they need to communicate with users where they already are, and that chat provides a superior experience: email is spammy, text is very limited and phone calls require someone’s undivided attention. Experience looking to improve customer care, you will reach and be reached by your customers on messaging apps.
“Which bots are working?”
“Should we invest in a bot?”
“Are bots going to kill apps?”
To answer these questions, it’s important to understand the magnitude of the consumer shift currently taking place:
Distributing messaging experiences is frictionless. To reach your audience through a mobile app, you need to build the app for multiple operating systems and get it trough the app stores, then help your audience find it, download it, sign into it and enable its notifications. That’s a ton of friction. Plus, we all know how intense the competition is for apps: the average user spends most of their time on just a few apps. On the other hand, distributing your messaging experience is as simple as getting users to add your bot as a contact, which you can promote via a web plugin, an ad, or your custom m.me link or QR code.
Messaging experiences are social by nature. People are consuming these experiences at the heart of their social graph. Not only are they interacting with bots in the apps where they message their friends, they are interacting with bots while they message their friends. If you want to create a viral user acquisition loop, or enable social use cases, that’s something messaging can do by design, unlike your single player app.
This consumer shift is happening faster than the mobile disruption. Why? Because users are already equipped in hardware, and they are already spending time in messaging apps. Messaging experiences run on top ofthe mobile OS layer, and this stack is already much more standardized than the various mobile devices could ever be. And in places like China, the shift already happened: 40% of WeChat users message with a business every day (source: Qi’eZhiku 2016).
So the real question is: what part of your business would work significantly better on messaging?
Customer service is a no brainer. Telco company Rogers Wireless saw a 65% CSAT increase after integrating in Messenger. Running customer service on messaging lets you communicate with your customer in a familiar, rich environment, preserving context. In comparison, phone based service is expensive and frustrates customers. And on messaging, you can reengage your customers to upsell products, which transforms customer service from being a pure cost center to actually driving revenue.
Media, Retail and E-commerce also work great. Essentially, messaging is a built-in retargeting channel, which allows you to re-engage with the user at the right time with the right offer. At Wandlee our bots got 70% conversion rate and up to 3k/daily new users using discovery optimization.
60% of our users remain in contact after 4 weeks, and its work even with less engaging bot’s. Up to 70% of users leave their contact info (phone/email) after engaging with the bot.
Just like during any major industry disruption, new market leaders will emerge, incumbents will reinvent themselves, and some companies will just miss the turn.
Don’t be the one to miss — now is the time to get going on your messaging strategy.