Since launching in 2018, WhatsApp business accounts have been steadily growing, and we will continue to see asynchronous conversational channels go from strength to strength as customers look to interact with brands in the same ways as with friends and family. Over 100 billion WhatsApp messages are sent every day, but that isn’t the only messaging app being used for customer service. Over 8 billion messages are sent between businesses and their potential customers on Facebook Messenger every month. Key areas where messaging apps are excelling include:
- Engaging customers on the channels they use every day
Around 70% of Americans use three or more messaging apps, offering CX through these channels means businesses are meeting customers on channels they are familiar with. Customers don’t need to download or sign up for a new app to receive support, and conversations with a brand can take place in the same place as chats with friends and family. The familiarity of using the common messaging apps is a benefit for customers as they’re able to navigate them with ease. - Redirecting conversations without friction
Usually, the first port of call for customers if they can’t resolve their own issue through self-service is to call into the contact center. As a result, call volumes can be high, and at peak times, customers can find themselves waiting in a queue.If customers are queuing, they can opt to be deflected to an alternative channel. Although that isn’t applicable for all circumstances, those with non-urgent enquiries are more likely to be receptive to being offered the chance to start an asynchronous chat, with an agent replying when they are available. As a result, customers can get on with their day safe in the knowledge that the interaction will start soon. Deflecting to a conversational channel ensures the customer gets the support they need, rather than being told by a business to check the website for answers or call back another time.
- Solving problems faster with images, video, and files
For customers seeking support, sharing images, video or audio can be crucial to identifying an issue. For example, taking a photo that identifies an error code or warning light and sharing it with an agent can dramatically cut interaction time, as the issue will be quickly identified. Multimedia can be valuable across many industries, and the ability to share files simply and without additional fees can elevate CX to overcome common frustrations in diagnosing issues, which can frustrate agents and consumers alike.
RCS is becoming a key enabler of conversational CX
For those who don’t use messaging apps, the benefits they provide can still be experienced through Rich Communication Services (RCS), which upgrade vanilla SMS communications with brands to include features such as sharing multimedia files or eliminating character restrictions. RCS interactions also don’t incur a fee, so customers won’t have to worry about additional costs that are typically associated with SMS messaging.
RCS has become a mainstream channel of communication since integrating with Android in 2019, and the standard was further boosted by Apple fully rolling out support for RCS within iOS from September 2024.
Balancing AI efficiency with human understanding
Artificial intelligence (AI) will supercharge conversational channels and make them even more efficient. In some cases, AI will be able to speak with a customer first, and if it is unable to resolve a query, it can then place them in a queue to speak with a human agent. AI will be able to capture enough information for the human agent to understand the customer’s enquiry before reaching out to support them, without having to go back and forth gathering the basic details needed to progress a conversation.
Why clear expectations matter
To forestall potential challenges, it’s important for organizations to set expectations that conversational messaging apps and RCS are asynchronous and therefore not the same as live chats. A better comparison for modern asynchronous channels is email, where customers will have a non-urgent back-and-forth conversation with an agent over several hours, days or even weeks, unlike an instant live chat. It is vital customers understand that if they require instant replies then initiating an interaction on messaging app may not be the most appropriate option.
Email still has a place within the omni-channel set-up, with it being a popular choice for more formal communications, such as complaints. However, for general or non-urgent enquiries, we can expect to see consumers increasingly embracing asynchronous channels and using communication methods that not only sit alongside personal communications but also deliver seamless CX. The growth of WhatsApp, Facebook Messenger and RCS shows no signs of slowing down, so incorporating conversational messaging into CX is crucial for modernizing and futureproofing interactions with customers.
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