Messengers Revolutionizing How Brands Interact with Customers.

Customer behaviour is changing at a staggering pace, and digital adoption has become necessary for survival. The coronavirus outbreak has forced companies to re-evaluate how to stay connected and deliver relevant customer experiences. Digital transformation continues to rewrite the pattern of engagement across industries and markets. Messaging channels have been revolutionary in advocating the change. You probably spend most of your ‘screen time’ using one. They can essentially serve as a single portal to a wide range of products and services. Customers demand one app, one sign-in, one user experience — for virtually any product or service they may want or need.

Efficiency and Effectiveness — The decline in the usage of Brand Apps

How to go digital with your customers? The more obvious solution until recently would have been a brand app. Although the use of Standalone mobile apps had exploded since 2008, brand app fatigue has started to settle in over the last few years. While the adoption of the brand apps may seem like a fairly peripheral trend to reach customers digitally, the reality is they have the potential to widen the gap between the brand and the customer with overloaded nonpersonal information. Smartphone users typically have a plethora of apps installed on their devices but use only a select few daily. A Millward Brown Digital survey revealed that 43% of smartphone owners use four to six apps whilst only 8% use ten or more apps on an average day, compared to 40–70 apps installed on their devices. The study also revealed that 72% of smartphone owners deleted an app because they rarely used it. With engagement, more importantly, re-engagement being critical for building customer relationship, a survey by Appsflyer revealed that the average customer retention rate for standalone mobile app installs worldwide were only 3.3% for Android and 3.2% for iOS users.

The Rise of Messaging Platforms

On the contrary, Messaging apps have never been hotter. Over 41.7 million messages sent in an internet minute on WhatsApp. As of Feb 2021, WhatsApp had more than two billion monthly active users, up from 1 billion MAU in February 2016, followed by Facebook Messenger and Instagram having 1.3 and 1.2 billion MAU, respectively. One of the fastest-growing messaging platforms of 2021, Telegram has more than 500 million monthly active users. Messaging apps have overtaken social media platforms in the number of active monthly users by 20%

The COVID impact…

Perhaps unsurprisingly, messengers have become widely popular communication tools globally during the COVID-19 crisis, as more users go online to stay connected with family, friends, colleagues and most importantly, with brands. According to the consulting firm Kantar, WhatsApp has seen a 40% increase in usage during the pandemic. For countries already in the later phase of the pandemic, WhatsApp usage has jumped by 51%.

Beyond the pandemic…

In the current era of hyper-communication, messaging apps have become a vital part of daily life. They are among the conventional ways of communicating, both for individuals and businesses. With billions of monthly users, messaging apps like WhatsApp and Facebook Messenger offer endless opportunities and massive potential growth for companies globally.

“Messaging is one of the few things that people do more than social networking.” — Mark Zuckerberg.

Texting has surpassed phone calls as the leading form of communication, especially among Millennials. Here are several reasons why texting has become more popular than ever before.

• Cost: Texting is low cost or even free.
• Response Time: 90% of the text messages opened in under three minutes.
• One-Many: Engage in multiple conversations at once.
• Context-Rich: With AI/NLP, text messages have become contextual, just like phone calls.
• Rich Media: Most messaging apps now enable a richer media experience than traditional texting and integrate this with a lot of social sharing functionality that increases their appeal.
• Across Age Groups: Texting has a multigenerational appeal.
• Across Income Groups: The appeal for texting spans social and income groups, especially with multi-lingual ability

Navigating Messaging Apps for Business with Twixor

Enterprises can now expand their reach to billions of their customers present on messaging channels by personalizing brand experience on a one-to-one customer basis. By augmenting customer experience, they can build valuable long-term customer relationships through persistent and meaningful communication.

With Twixor, connect with your customers instantly while making the messaging experience frictionless and intuitive. When a brand is available and active on a messaging app, over 66% of consumers feel more confident about making a purchase, while 55% feel more connected to the brand. The convenience and easy-to-access capability of messaging apps have led over 56% of global messaging app users to say — they have messaged brands to get more information in all stages of the buyer journey.

Customers can now seek out assistance and customer support 24/7, opt to receive timely updates on promotional offers, make purchases and appointments, avail critical information and provide feedback, all on messengers.

Additionally, Twixor enables enterprises to deliver hyper-personalized content via Rich Cards that capture real-time data in a rich, insightful format.

When customers seek extensive support, Twixor Live Agent allows them to seamlessly connect to a support agent. The low -code platform empowers business to orchestrate end-to-end omnichannel customer journey.

Final Thoughts

Due in large part to their versatility, messengers have quickly become ingrained into users’ daily lives. An evolution in consumer preferences is also driving the shift. After nearly a decade of fragmentation and unbundling of services in their lives — consumers are starting to revert towards rebuilding. Instead of having multiple standalone apps for carrying out a specific task, they want one messaging app to carry out multiple tasks. Consumers certainly demand convenience and simplicity.

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