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 response to our Digital 2021 Report, there at the moment are:

  • 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 because the 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 can be delivered through digital and self-serve channels (like social messaging, chat apps, and reside chat) by 2023, in response to 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 can assist encourage you and your inner stakeholders to take the leap.

1. See the world through your customer’s eyes

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

One straightforward solution to create nice buyer experiences is to attach with clients on the platforms they’re already acquainted with: 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 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. Based mostly on suggestions from its clients, AXA built-in WhatsApp into its customer support engagement technique to ship quicker, extra customized service.

They now provide clients the choice of speaking through WhatsApp in the event that they’re concerned in a automotive 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 have been up and operating with the platform!” – Jef Van In, CEO of AXA Belgium

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

Is your model at all times in search of new methods to achieve 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 likely one of the handiest 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 parts of a constructive buyer expertise, in response to PWC.

With Sparkcentral by Hootsuite, you’ll be able to 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 via 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 assist tickets all through their ordering course of.

3. Get private, even at scale

Among the best alternatives that social media supplies is to achieve exact audiences with customized messaging. Likewise, social messaging allows manufacturers to combine buyer knowledge into their messaging platform to get private with clients—even at scale.

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

To ship personalization at scale, you’ll be able to 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, customer support, and product methods

Once you perceive your audiences, you’ll be able to construct more practical social advertising 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 product growth efforts on monitor.

It additionally permits you to reply straight away to constructive or destructive posts and messages. Immediate responses are key to sustaining model fame and mitigating the results of a disaster.

5. Set groups up for achievement

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

Making social messaging a part of your social media and buyer care methods enables 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 knowledge 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 knowledge 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 clear up widespread 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 via Instagram, Twitter, Fb Messenger, WeChat/Weixin, and WhatsApp extra simply.

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

You may handle all these conversations via automated message distribution. Sparkcentral makes use of AI-powered chatbots to handle easy assist queries. Stay brokers can step in when wanted. The platform simply integrates together 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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