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 folks utilizing the highest social messaging apps like WhatsApp, Fb Messenger, and WeChat/Weixin has consistently surpassed folks 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 way in which folks work together with manufacturers—and ever because the pandemic pushed folks towards digital channels for all their social and enterprise interactions, the messaging pattern 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 stay 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 satisfy 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 important advantages of social messaging that can 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 straightforward technique to create nice buyer experiences is to attach with clients on the platforms they’re already conversant in: 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. Prospects can interact along 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 ability of taking a customer-first strategy. Based mostly on suggestions from its clients, AXA built-in WhatsApp into its customer support engagement technique to ship sooner, extra personalised service.

They now supply 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 right answer for our messaging-first technique. In solely 4 weeks we had been up and working with the platform!” – Jef Van In, CEO of AXA Belgium

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

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

As a substitute 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 among the only 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 crucial components of a optimistic buyer expertise, in line with PWC.

With Sparkcentral by Hootsuite, you may 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 move to ship clients the solutions they wished most—with out them even having to ask. This seamless buyer expertise resulted in a serious decline in help tickets all through their ordering course of.

3. Get private, even at scale

Top-of-the-line alternatives that social media supplies is to succeed in exact audiences with personalised messaging. Likewise, social messaging allows manufacturers to combine buyer information into their messaging platform to get private with clients—even at scale.

Combine your social media and messaging information along 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 may 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

Organising bots to auto-respond to folks ensures they get a fast reply. And clean handovers from bots to human brokers ensures folks 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 may construct simpler social advertising and marketing methods, present enhanced buyer care, interact higher along with your clients, and construct higher merchandise.

Knowledge from social media and social messaging can assist you perceive how folks really feel about your model. It goes past metrics to seize the “on-line temper” of your viewers.

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

It additionally permits you to reply immediately to optimistic or damaging posts and messages. Prompt responses are key to sustaining model popularity and mitigating the consequences of a disaster.

5. Set groups up for fulfillment

Social media and buyer care are the entrance strains of your corporation. It’s the place you construct loyalty, handle crises, or just strive to verify each buyer want is met on time.

Making social messaging a part of your social media and buyer care methods helps you to guarantee your groups have the precise instruments to achieve their roles.

Messaging apps help wealthy media content material like interactive voice, video, and pictures. This lets you join with clients in additional significant methods and acquire worthwhile 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 knowledge they should handle 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 handle points on social media and remedy widespread buyer care frustrations.

Since 70% of people anticipate 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 help 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 personal digital channels like your web site or app.

You’ll be able to handle all these conversations by automated message distribution. Sparkcentral makes use of AI-powered chatbots to deal with easy help queries. Reside brokers can step in when wanted. The platform simply integrates along with your current CRM techniques.

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 right answer for each customer-facing group.

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