Marketing
Thursday May 20, 2021 By David Quintanilla
5 Reasons Why Messaging Should Be Part of Your Social Media Strategy


Social messaging has surged in reputation in recent times. Since way back to 2016, the variety of individuals utilizing the highest social messaging apps like WhatsApp, Fb Messenger, and WeChat/Weixin has consistently surpassed individuals utilizing the highest social networks (Fb, Instagram, and Twitter).

The truth is, in line with our Digital 2021 Report, there are actually:

  • 2 billion customers on WhatsApp
  • 1.3 billion customers on Fb Messenger
  • 1.2 billion customers on WeChat/Weixin

The social messaging phenomenon has fully remodeled the best way individuals work together with manufacturers—and ever for the reason that pandemic pushed individuals towards digital channels for all their social and enterprise interactions, the messaging development has solely accelerated.

Greater than 60% of all customer service engagements shall be delivered by way of digital and self-serve channels (like social messaging, chat apps, and reside chat) by 2023, in line with Gartner.

Many manufacturers have embraced social messaging and built-in it into social media and buyer care methods to fulfill a number of buyer engagement and repair wants; others are simply beginning their journey.

In case your model is the latter group, there are 5 principal advantages of social messaging that may assist encourage you and your inside stakeholders to take the leap.

1. See the world through your customer’s eyes

More than two-thirds of companies now compete based on buyer expertise—up from 36% in 2010—in line with Gartner.

One simple strategy to create nice buyer experiences is to attach with clients on the platforms they’re already accustomed to: Social media, social messaging apps, and different digital channels. Nobody has time for cellphone calls, automated greetings, and dreaded maintain music within the 2020s.

Handy and conversational, social messaging facilitates a direct, private engagement between you and your clients. Clients can interact together with your model and search customer support to resolve issues in their very own time, on a well-known channel.

Messaging places clients again in management, the place they need to be.

Main insurance coverage firm AXA realized first-hand the facility of taking a customer-first method. Primarily based on suggestions from its clients, AXA built-in WhatsApp into its customer support engagement technique to ship quicker, extra personalised service.

They now provide clients the choice of speaking by way of WhatsApp in the event that they’re concerned in a automobile accident or want roadside help. Utilizing WhatsApp for customer support has boosted their buyer satisfaction rating to 4.5 out of 5.

“Sparkcentral by Hootsuite is the proper resolution for our messaging-first technique. In solely 4 weeks we had been up and operating with the platform!” – Jef Van In, CEO of AXA Belgium

2. Create ‘wow’ moments that enhance buyer loyalty and retention

Is your model at all times searching for new methods to realize buyer loyalty and retain clients? Catching the eye of shoppers lengthy sufficient to make an impression could be a problem in itself.

As an alternative of grand gestures, your model might create small “wow” moments which have a big effect. Delivering private service on the channel of their alternative is without doubt one of the best methods to shock clients and switch them into followers for all times.

Nearly 80% of consumers say pace, comfort, educated assist, and pleasant service are an important components of a optimistic buyer expertise, in line with PWC.

With Sparkcentral by Hootsuite, you possibly can simply customise proactive messaging, automation flows, and bots to create memorable buyer experiences that construct lasting, significant connections.

Proactive messaging was the important thing to success for European eyewear model Odette Lunettes.

They shared standing and supply updates with clients by WhatsApp, utilizing an automatic messaging stream to ship clients the solutions they needed most—with out them even having to ask. This seamless buyer expertise resulted in a significant decline in assist tickets all through their ordering course of.

3. Get private, even at scale

Probably the greatest alternatives that social media supplies is to achieve exact audiences with personalised messaging. Likewise, social messaging permits manufacturers to combine buyer information into their messaging platform to get private with clients—even at scale.

Combine your social media and messaging information together with your buyer relationship administration (CRM) platform utilizing Sparkcentral by Hootsuite to make sure a seamless expertise in your clients and your customer-facing workers.

To ship personalization at scale, you possibly can customise messaging bots and introduce some automation to your buyer engagement and customer support workflows to deal with repetitive questions.

 

screenshot showing an auto-responder bot in chat

Establishing bots to auto-respond to individuals ensures they get a fast reply. And easy handovers from bots to human brokers ensures individuals nonetheless get the advantages of a private contact—all wrapped up in a seamless expertise.

4. Unlock insights to tell gross sales, advertising and marketing, customer support, and product methods

While you perceive your audiences, you possibly can construct simpler social advertising and marketing methods, present enhanced buyer care, interact higher together with your clients, and construct higher merchandise.

Information from social media and social messaging may help you perceive how individuals really feel about your model. It goes past metrics to seize the “on-line temper” of your viewers.

Understanding how individuals really feel about your model helps you retain your advertising and marketing and product growth efforts on monitor.

It additionally means that you can reply instantly to optimistic or damaging posts and messages. Immediate responses are key to sustaining model repute and mitigating the consequences of a disaster.

5. Set groups up for achievement

Social media and buyer care are the entrance strains of what you are promoting. It’s the place you construct loyalty, handle crises, or just attempt to ensure each buyer want is met on time.

Making social messaging a part of your social media and buyer care methods allows you to guarantee your groups have the best instruments to reach their roles.

Messaging apps assist wealthy media content material like interactive voice, video, and pictures. This lets you join with clients in additional significant methods and acquire beneficial information to enhance customer support key efficiency indicators (KPIs) like first contact decision (FCR), common deal with time (AHT), and buyer satisfaction (CSAT).

screenshot showing customer care metrics in Sparkcentral

Integrating information throughout all buyer channels additionally creates a greater buyer expertise and a smoother workflow for groups because it cuts out repetition and supplies groups with the data they should tackle clients effectively.

Make buyer care easy and buyer experiences seamless

As clients undertake new behaviors, the recognition of social messaging apps opens the door for streamlined, conversational experiences. It creates alternatives for manufacturers to proactively tackle points on social media and resolve frequent buyer care frustrations.

Since 70% of people count on to message companies extra sooner or later for customer support questions, isn’t it time your model began incorporating messaging into its social media and customer support methods?

With Sparkcentral by Hootsuite, manufacturers can handle incoming social media buyer assist queries by Instagram, Twitter, Fb Messenger, WeChat/Weixin, and WhatsApp extra simply.

Sparkcentral may even be used to handle messages acquired by way of your individual digital channels like your web site or app.

You may handle all these conversations by automated message distribution. Sparkcentral makes use of AI-powered chatbots to deal with easy assist queries. Dwell brokers can step in when wanted. The platform simply integrates together with your present CRM methods.

Ship distinctive buyer expertise very quickly with Sparkcentral by Hootsuite. Set-up is extremely fast and its easy-to-use agent desktop makes it the proper resolution for each customer-facing workforce.

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