For far too long customers have had one-way conversations with businesses. From filling boring forms to getting responses from answering machines, customers have had to put too much effort into finding resolutions to their concerns.
On the other hand, businesses have also struggled to earn loyal, delighted customers who continue to come back for their products or services.
It’s not hard to put two and two together.
Humans build loyalty by fostering relationships. They foster relationships by communicating with each other. So, if businesses don’t have conversations with their customers, it’s over!
To have a fruitful relationship with customers, businesses must find new ways to initiate conversations with them. This requires a multi-faceted channel like messaging.
Using messaging software to interact with customers is known as conversational messaging. Businesses can converse with customers using live chat, chatbots, and messaging channels.
Importance of conversational messaging
The concept of conversational messaging has been gaining momentum in recent years. It’s forcing businesses that have long been turning their backs on chat-based channels to adopt it overnight. (Perhaps that is what brought you here!)
The benefits of using conversational messaging can ripple through the entire organization. Here’s how –
Benefits to customers
Real-time answers
79% of customers prefer live chat for its instant responses. Live chat software uses the technique of asynchronous messaging that allows customers and agents to have concurrent conversations at their preferred pace. Customers don’t have to start a new conversation every time they talk to a representative, they can jump right back into where they left the conversation previously.
Allows personalized interactions
Customers can get tailor-made experiences with messaging software. They get to choose their favorite platform to interact with businesses. This could be through the company’s website, WhatsApp, or social media messengers. They can even receive timely updates on products of their interest. Moreover, they get to feel valued when the business recognizes their needs.
Benefits to agents
Easy to manage
Conversational messaging allows agents to have empathetic interactions with multiple customers at the same time. With the right setup, agents can also be transparent with customers by setting expectations on wait times and office hours to avoid customer disappointment or frustration.
Reduces ticket volume
Messaging software with chatbot capabilities helps agents bypass repetitive questions and focus on pressing issues. The chatbot intuitively detects customer requests and gives intent-specific answers without requiring agent intervention. The chatbot undertakes all this with a conversational tone and even engages in small talk. Talk about win-win!
Benefits to businesses
Improves efficiency
Unlike the phone and email channels, messaging software allows for concurrent conversations with multiple customers in real-time. You can have a small support team and cater to very high volumes of incoming conversations. Conversational messaging software also powers multilingual support, with smart integrations real-time translation so customers can get immediate support, anywhere, anytime.
Offers single support view
With a holistic channel like messaging, you can spread your reach to several platforms while maintaining a unified view of all conversations. Conversational messaging opens up an array of learning opportunities about customers through each conversation.
Implementing conversational messaging
To get the best out of conversational messaging, it’s important to make full use of messaging software. No matter the size of your business, getting the fundamental implementation right will pave the way for scaling support over the course of time.
For an ideal implementation look into setting up these 4 parts of the messaging software:
- Implement a live chat: Live chat is the primary function of the messaging software. If building customer relationships is your primary goal then this feature is crucial to its success. Live chat implementation starts with setting up a chat widget and extends to creating nuanced experiences for customers. You can read this guide to live chat implementation to learn more about it.
- Create custom chatbot workflows: Chatbots are considered the first line of defense in conversational messaging. While they were new to business communication a couple of years ago, they have become a staple for businesses post-pandemic. Chatbot software can be deployed to deflect routine conversations and to build custom flows like setting up meetings or filling forms while maintaining seamless conversations with customers.
- Integrate with messaging channels: Messaging apps are the best channels to interact with customers. Popular messaging apps like WhatsApp, iMessage, LINE, and Facebook Messenger are used by billions of people every day. Based on your region, you can choose to launch conversational support on the apps that your customers prefer using. Keep in mind that you’ll need to get their permission before reaching out to them on these apps. But once you have it, it’ll be smooth sailing to build meaningful relationships.
- Run proactive campaigns: Go beyond the support use-case and get proactive with customer interactions. Conversational messaging is a great way to reach out to customers with updates and reminders. Use triggered messages to set up campaigns based on visitor activity.
Bonus: Conversational messaging best practices
- Align your brand tone with your conversations so that all your interactions provide a cohesive customer experience. Consider the voice your business would have if it were a person, navigate your chats towards that voice.
- Be honest with your customers about agent availability. The key to customer loyalty is ensuring your customers feel comfortable interacting with your agents. Set up business hours, chatbot personalities, and responses expectations that keep them informed on who they are talking to.
- Collect timely feedback from customers after every interaction. Analyze where the biggest challenges occur in your communications and work towards solving them through conversational messaging.
- Pick messaging apps that work for your business. Based on your region, industry, and size of business, choose messaging apps that work for you and your customers. If you are in Asia, Africa, and Latin American regions, WhatsApp will be the ideal solution for you. If your business runs in the North American and European markets then iMessage and Facebook Messenger should be your choice.
- Don’t rely entirely on automation even if it’s tempting. Automation and self-service are tools to improve your productivity and not substitutes to human agents. Find the balance that works for your business, but don’t put all your eggs in the automation basket.
Success with conversational messaging
Conversational messaging is here to stay. To tap into its benefits you’ll need the right customer messaging software. Freshchat was created to provide high-quality customer experiences that can scale with your business over time. It’s stacked with thoughtful features that can ensure your interactions with customers offer returns multi-fold. Learn more about Freshchat here.
