The Definitive Guide To Customer Service Messaging
White paperNuance MessagingThe definitive guideto customer servicemessagingBest practices and strategies for messagingin the modern age.
White paperNuance MessagingContents3 Meeting customer expectations with messaging4 Messaging 1014 Synchronous vs. asynchronous5 Understanding the language of Customer Service Messaging5 Predicting the future of messaging7 The best-practice approach to Customer Service Messaging9 A quick-look guide to eight considerations for Customer Service Messaging9 Building your strategy: key messaging design considerations10 Welcome to Customer Service Messaging with Nuance10 Rich communication with Nuance11 What’s next?2
White paperNuance MessagingMeeting customer expectationswith messagingThe way we engage with customers is evolvingIn recent years there’s been a convergence of businessand personal communications as consumers havelooked for new ways to interact with brands. Tired oflengthy periods spent on hold and slow responsesfrom customer service, they’re looking for simple,conversational experiences that prioritize convenienceand speed—and messaging meets those needs.Messaging is a more dynamic way of connectingwith your customers, blending notifications and twoway interactions with real-time and asynchronousengagements to deliver flexible communication andservice on their terms.If you want to take advantage of this shift in consumerexpectation, you need to be prepared to meet yourcustomers wherever and whenever they want tocommunicate with you. That means utilizing messagingas an integral pillar in your wider customer engagementstrategy.Messaging in the modern ageGlobal mobile messaging app users will reach 2.7billion in 2020, with that figure growing to 3.12 billionby 2023118Mover%3590%1.3Btext messages sent are sentevery minuteof phone users in the worldare best reached by SMS textmessagingopen rate for SMS compared to20% email open ratesmonthly users of FacebookMessenger, as of September 2017In this guide, we’ll explore the top messaging channels,outline key design considerations for each, and look tothe future of messaging to see what it might hold.Meeting customers where they areWith practical checklists included, you’ll be armed withthe tools to ensure you’re using the right messagingchannels and delivering a consistent experience acrossall of them.62of firms use messaging platformsto engage with customers61%use branded apps52%use SMS2%3
White paperNuance MessagingMessaging 101Consumer messaging is spiraling—and when you’recoming at it from a business perspective, it can bedifficult to identify exactly which channels suit messaging.Another challenge enterprises are facing is the factthat, except for branded apps, none of these channelsallow enterprises to direct incoming traffic. Consumerscan send a message whenever they want, and brandsmust ensure that the inquiry is taken care of in a timelymanner.We’ve outlined four of the most common and effectivechannel categories, with some of their key featureshighlighted.SMSThe first SMS text message was sent well over 25 yearsago, and since then texting has become ubiquitous. It’snow native on almost every phone—and certainly everysmartphone—which means it has one of the widestreaches among the messaging channels.Because it’s text-based, SMS is ideal for a communica tions strategy that blends live and virtual support, so youcan use your contact center agents or a virtual assistantto interact with your customers. It sees a far higherresponse rate than many other channels.OS messagingMessaging through a device’s native operating system(OS) is the next generation of text messaging.One example of this currently is Apple Business Chat.It offers seamless integration for customer servicemessaging into iOS devices through iMessage. It alsoenables richer communications, including pictures,suggested answers, automatic calendar appointments,personalized maps, and list pickers.Meanwhile, Android users (and Google users on iOS) cannow take advantage of Google’s Business Messages, withthe option to message companies directly from GoogleSearch and Maps. It also opens up new possibilitiesfor businesses to include more interactive elements inmessaging conversations, such as user-friendly menusand pop-up forms.Branded appsWith limited real estate on their devices, consumersprioritize their most important apps and delete anyextra apps that aren’t offering them enough value. If youwant to communicate using an app, be sure it’s not justanother version of your website in downloadable form—it needs to have extra features that only this platform canprovide.Perhaps one of the biggest benefits of branded apps isthat they’re completely under your control, so they’re themost secure environment for messaging conversations.Messaging appsIn the past, dedicated third-party apps have been thedomain of family and friends, but increasingly we’reseeing customers reach out to the companies they aredoing business with using these platforms.If they’re popular among your customer base or targetdemographics, you may want to consider channelssuch as Facebook Messenger, WhatsApp, Twitter DirectMessages, and others.Synchronous vs. asynchronousHistorically, customer service has been handled as a realtime interaction out of necessity. Your customer calls,your agent answers and they have a conversation. Or,your customer logs into a chat session, then your agentor chatbot responds and they have a conversation. Oncethe customer hangs up or closes the chat window, theengagement is over.However, as the industry adopts more channels that areasynchronous in nature—allowing the user to come backat any later time—there’s a new opportunity to makecustomer experiences far easier and more convenientfor both parties. Texts don’t have to be responded toinstantly (though the agents should respond in realtime whenever possible). And messaging apps keepconversation histories stored, so your customers canleave and come back to an interaction whenever theyneed to later, and without losing historic context.4
White paperNuance MessagingThat doesn’t mean you should abandon synchronousmessaging, though. In some circumstances, effectivereal-time support will be exactly what your customersare looking for. Therefore, messaging works best whensynchronous and asynchronous engagements arehandled interchangeably, whichever makes the mostsense in the specific moment.Embracing the future of messaging can give you a realcompetitive edge when it comes to superior customerexperiences. So, what might the future of customerengagement in messaging channels look like?Understanding the language ofCustomer Service MessagingGoogle’s Business MessagesGoogle’s Business Messages will make messagingmore discoverable and accessible than ever. It enablescustomers to message your organization from withinGoogle Search, Google Maps, and other Googleexperiences, so messaging you for sales and supportbecomes a natural extension of their digital experience.Synchronous vs. asynchronousIn synchronous interactions, the back and forth is instantand happens in real time (such as over the phone).Asynchronous interactions can have gaps betweenresponses without the engagement ending.Integrating Google’s Business Messages into yourengagement strategy should significantly reduce callvolumes and help you provide a more engaging andproductive messaging experience, with a rich set ofinformation-sharing specialties built into the platform.Virtual vs. live engagementDepending on the urgency and complexity of therequest, consumers can interact with a virtual assistant(also known as chatbot) as well as a live agent usingmessaging channels.10:4410:44BB.Proactive vs. reactiveProactive messaging is a brand reaching out to itscustomer, for example to send an important notificationor alert. Reactive messaging is responding directly to arequest from a customer. It’s what’s traditionally knownas outbound and inbound communications.BestBrands!BBBestBrands3.4(837) - OVERVIEWPRODUCTSResponse time under 1 minute.Welcome to BestBrand. Howcan I help you today?Electronic goods store in Sunnyvale,California - OpenREVIEWSPHOTOSSAVEWEBSITEApply for a BestBrandscredit card.CALLMESSAGEElectronic goods for everyone – from laptopsto TVs, game consoles, speakers, and more.351 Melody Rd, Sunnyvale, CA940854.4 miExtendedwarrantyLearn moreBestBrands - 10:44 AMMelodyRoadOpen - Closes 10PMSee more hoursPredicting the future of messagingStore savings - www.best.brandscomDepartments - Service Center, Gaming Division,Business Center, and moreType message(408) 555-1234Consumer demands and expectations are alwayschanging—and that means your messaging strategy willneed to evolve over time to keep up.Top three retailer delivers superior customer service experienceOne of the world’s largest retailers has integratedGoogle’s Business Messages with its Nuance virtualassistant and live chat to enable more seamless crosschannel customer experiences. By giving its customersa convenient, easily discoverable way to get theirquestions answered quickly—without ever having topick up a phone—the retailer expects to dramaticallyreduce call volumes.2%call deflection in first week ofactivating messaging throughGoogle’s Business Messages5
White paperNuance MessagingWhatsAppWith two billion monthly active users worldwide,3WhatsApp has the largest user base of any messagingapp, and it’s by far the most popular messaging appin EMEA and Latin America. Its low data usage makesWhatsApp ideal for older devices, and in some countries,consumers can use it for free, without incurring anydata charges.As well as offering a range of rich media options,WhatsApp also features end-to-end encryption for allmessages, so businesses can send notifications thoughWhatsApp and customers can simply respond in thesame channel.Major telco delights—and converts—more customersThis US telco is adept at using messaging channels—including SMS, mobile app, and Apple BusinessChat—to offer its customers truly seamless experiencesacross all aspects of mobility sales and service. WithApple Business Chat added to its messaging mix, thetelco can meet fully authenticated customers in theirchannel of choice and on their preferred device. Withover one million conversations per month across itsmessaging channels, customers can engage with thetelco however they want—pausing and continuing theconversation whenever they need to.Apple Business ChatApple Business Chat (ABC) allows businesses to connectto customers through Apple devices—which are widelyadopted among consumers.With ABC, the customers are in control of how andwhen the brand can contact them—the company can’tinitiate conversations through the channel. Because theinteractions come directly from the user’s device, theydon’t need to share personally identifiable information.ABC is automatically integrated with their Apple device,so consumers can start conversations from Maps, theSafari browser, Search, or even from a branded app orwebsite. Transactions are handled by Apple Pay, andfeatures like the calendar APIs mean appointments canbe scheduled easily, too.15%increase in CSAT since addingmessaging channels37%higher conversion rate40of all conversations in messagingchannels come from AppleBusiness Chat%6
White paperNuance MessagingSMSSMS messaging has alreadycome a long way since thefirst text was sent, but it’s stillimproving. Today, AI-driventext can use natural languageunderstanding (NLU) tocommunicate with customersusing more conversationalmessages.Customers can text yourvirtual assistant using theirown natural-languagepatterns, and your assistantcan respond in kind—theycan type freely and still beunderstood. That means theywon’t have to wait for youragents to be available, but if human input is needed,the virtual assistant can transfer the conversation to acolleague in a seamless manner.With machine learning and AI capabilities, your assistantwill become more accurate and confident over time, andit will be able to understand urgency and changes incontext, much in the same way a human agent can.Major transportation company takes aproactive approach to serviceWe worked with this US transportation provider toadd an SMS channel to its inbound and outboundcustomer communications. The company’s virtualassistant and live agents can now handle transportservice inquiries through SMS, and the companycan also send customers proactive notificationsabout travel schedule changes. And for a seamlessmessaging experience, customers can respondto these notifications by continuing a two-wayconversation in the SMS channel.The best-practice approach toCustomer Service MessagingGo asynchronous Following the shift towards mobile as one of the primarymodes of communication, consumer expectations arenow all about immediacy, simplicity, and context.4That means your customers are increasingly turning tothe asynchronous messaging channels they use in theirdaily lives to reach you—and you need to be able torespond.With asynchronous channels, engagements can bespread out over several individual interactions—oreven different channels—rather than one continuousconversation. That allows agents to pick up where theyleft off, and it allows customers to fit service interactionsaround their own schedules. but don’t abandon synchronousIt’s easy to become too asynchronous—especially whenyou’re dealing with peaks in demand. Ideally, the choiceto communicate asynchronously should be made by yourcustomers, so you’re dealing with them on their ownterms. For as long as the customer is responsive, youshould be too.98%virtual assistant intent recognitionrate; of those recognized.64 %of conversations answered bythe VA immediately, and.26of customers routed to the rightchat agent the first time%7
White paperNuance MessagingIf your customer is expecting an immediate responsefrom you, it’s vital you don’t leave them waiting. Thesooner you can respond, the better—and your CSATscores will thank you.With the right platform, you can make this whole processfar easier on your end, using a unified system to connectyour messaging engagements with all your otherengagement options, such as your IVR or website.Deliver a consistent experienceWhether you’re dealing with real-time or asynchronousconversations, keep the context between individualinteractions. You want to ensure both your agents andcustomers have access to their messaging history, sothey have the same information from the start, and noone has to waste time going over old ground.Messaging can also be a great way to deflect calls whileenabling human and virtual agents to handle moreconcurrent conversations. And with Google’s BusinessMessages and Apple Business Chat Suggest makingmessaging options much more visible to customers, weshould see a rapid increase in adoption as customersdiscover the responsiveness and flexibility of messagingcompared with a phone call.If you’re looking for guidance on howto design the ways your customerscontact you, take your cues from themost popular third-party apps. Byemulating the channels consumersknow and use frequently, you can takeadvantage of that familiarity to makecommunication far easier.Send reminders and alerts proactively to assist yourcustomers when they need itIf you have permission to do so, use SMS, WhatsApp, andyour branded app to alert your customers about delays,send them reminders, and prevent fraud. And if theyhave questions about the notification, enable them toanswer in the same channel rather than having to call in.Reaching out proactively and predicting what thecustomer might need enhances the customerexperience. Alerting your customers in case of anissue, or sending them a reminder for an importantappointment, reduces customer frustration; you’rereaching out to them, instead of letting them find theissue on their own.Integrate messaging with your other channelsTo keep continuity and consistency throughout yourcustomer experience, your channels need to beintegrated. By allowing your customers to move betweenthem freely, you’re giving them the opportunity to shapetheir own service experience and to interact with you inthe ways that suit them best.Optimize communicationsTake note of the constraints of each channel you offerand adjust the way you communicate accordingly.Many of the popular channels—particularly SMS—don’tlend themselves to long, complex messages. You riskyour message getting truncated by the carrier, or simplyignored by your customers, if it runs too long.Your virtual assistant should be able to adjust its answerbased on the channel the customer is using. And duringagent-led interactions, you can train your people to useshort, high-value sentences to get the message acrossquickly and clearly.In addition, many messaging channels enableorganizations to create interactive engagements usingcarousels, buttons, rich media, and other features.These can be balanced with traditional text to make theconversation more enjoyable and engaging.Choose the right use casesAlthough there’s an ever-growing laundry list of use casesfor customer service messaging, it isn’t always the mosteffective way to manage an interaction. Think carefullyabout which engagements you pursue through yourmessaging channels, and which ones you transition toother communication methods.If you’re sharing large files, or the issue is especiallycomplicated, you’ll need to prioritize other engagementchannels. None of your customers want to receive alengthy PDF over Facebook Messenger, and trying tosolve a unique service problem over text will be slow andfrustrating for both you and your customer.8
White paperNuance MessagingVerify your users with secure authenticationWhen you’re not dealing with a customer face-to-face,how do you know you’re talking to the right person?To ensure every interaction you have is secure andverified, you need to use authentication tools toidentify exactly who you’re dealing with. Just like otherengagement channels, you can add voice and behavioralbiometrics to some messaging platforms alongside moretraditional verification methods.Building your strategy: key messagingdesign considerationsMessaging should be an integral component of youroverall communication strategy. But it’s also critical thatyour specific messaging strategy is carefully considered,otherwise you may find yourself investing in newchannels that simply don’t work for you.So, here are key questions to ask yourself about yourstrategy, to help you form your own messaging offering:Will your channels be available 24/7?With messaging channels, you can potentially offer 24/7coverage even if your agents aren’t on shift. However, ifyou don’t have a virtual assistant or chatbot to manageresponses during that time, your customers will findthemselves waiting with no reply.In these cases, it’s often worth sending your customers afriendly and informative hold message, to let them knowhow long their waiting times are likely to be.TIP: Use a simple virtual assistant that collects all theimportant data upfront, like the customer’s name and thereason for their inquiry. This way, the agent can directlyjump into helping the customer.Are your agents trained to deliver asynchronousexperiences?In traditional real-time communications, agents willbegin a conversation with a greeting and end with asign-off. But in asynchronous interactions, a pausebetween individual messages don’t necessarily mean theengagement has ended.A quick-look guide to eight considerations for Customer Service Messaging1: Make the shift to asynchronousAsynchronous messaging is vital in a consumerenvironment where everyone expects convenienceand context in their customer service interactions.5: Integrate your messagingYour customers will get the best experience—and thehighest satisfaction—if they can move freely betweenyour communication channels.2: Synchronous is still your friendOften, your customers will still be looking for animmediate interaction, so don’t keep them waiting.6: Optimize your communicationsThere’s limited real estate on a mobile screen—so trainyour agents (virtual and live) to communicate in short,high-value messages and use interactive elements inconjunction with text.3: Keep it consistentEnsure your agents and customers have the fullcontext from previous interactions, so neither is flyingblind when they start a new conversation or comeback to it at a later time.4: Be proactiveReaching out proactively with reminders and alerts,and predicting what customers might need, enhancethe customer experience, and are especially relevantfor SMS and WhatsApp communications.7: Ensure messaging is the optimal channelIf you’re sending large files, or it’s a complex request,messaging might not be the most efficient way ofcommunicating.8: Be sure who you’re talking toUse voice and behavioral biometrics to confirm yourcustomers are exactly who they say they are.9
White paperNuance MessagingSo, if your customer picks up an ongoing asynchronousinteraction, and your agent greets them as though it’sa completely new conversation, it pulls them out of theseamless experience you’re trying to deliver.TIP: Train your agents—and code your chatbots—to beaware of the context in which they’re communicating andinteract accordingly.Do you tell customers if they’re being switchedbetween agents—or to a virtual assistant?The same agent won’t always be available to pick up anasynchronous interaction when the customer decides torespond. A major consideration for your strategy is howtransparent you’re going to be when you’re transitioningcustomers between different agents. For somecustomers, moving from one agent to another may breakthe experience, even when you’ve given the new agent allthe contextual information they need.integrated messaging and service offering between allchannels, including the phone through our IVR-toDigital capabilities.Let your customers connect with you on their terms,without making it more complex for your agents (virtualand live), by helping them handle multiple engagementsat once.The big benefits— Broaden your customer reach— Make it simple and satisfying to communicatewith your business— Deliver a strong, consistent brand experience— Eliminate silos between your channelsTIP: Some customers will be happier to deal with virtualassistants than others—so consider giving them anoption that makes it easy for them to switch to an agent,and be upfront about potential wait times.— Make interactions faster and frustration-freewith easy authenticationMetrics that matterYour strategy shouldn’t be set in stone. Early on, create aset of metrics to monitor the performance of your CSMstrategy, and tweak your offering based on the results.— Boost CSAT scoresTIP: In addition to your typical metrics that you’retracking for phone and web engagements, implementnew ones that reflect the nature of asynchronousengagements. For example, Average Handle Time needsto reflect not only individual engagements, but alsoconversations happening over time.— Reduce contact center costsRich communication with NuanceWe’re helping pioneer the future of messaging with ourrich capabilities:A wide range of channelsWe support SMS, third-party messengers, branded apps,OS-based messaging, and moreWelcome to Customer ServiceMessaging with NuanceReal-time and asynchronous messagingOur offering is aligned with industry best practices andevolving consumer expectationsWe help organizations have personalized, seamless, andsecure interactions with customers, blending live andautomated conversations for efficient, effective customerexperiences.Virtual and human assistanceWe offer seamless transitions between fully integrated,conversational virtual assistants and contextualized,hands-on human supportOur customer service messaging offering is part of ourintelligent engagement platform, so you can deliver an10
White paperNuance MessagingInteractive conversations with rich media widgetsDesign interactive, rich media widgets once usingNuance’s universal rich media widget format and use thesame widget across all supported messaging channelsNatural language routingBy understanding the intent and urgency within yourcustomers’ messages, we can help you prioritize yourinbound communicationsTargetingEnsure you’re delivering the right experiences to the rightcustomers—at exactly the right timeBuilt-in biometricsUsing voice and behavioral biometrics, you canauthenticate your customers easily and prevent fraudthroughout every interactionIVR-to-messagingConnect your traditional and digital channels forseamless transitions to assist your customers faster andincrease the adoption of digital channelsWhat’s next?Learn more about our customer servicemessaging solutions.Dig deeper into our offering.— Explore Nuance customer service messagingsolutionsWhat could customer service messagingdo for you?See how customer service messaging can workfor you and your customers.— Watch the videoGive your customers their time back.Learn how consumers want to connect with you.— View the infographicProactive and reactive messagingReach out to your customers when they need it andenable simple two-way communication through anydigital channel1 eMarketer, Global Messaging Apps 2019, 20192 Forrester Research, Come Together Over Messaging: Forrester OpportunitySnapshot, 20203 pular-globalmobile-messenger-apps/#: :text social%20apps%20worldwide4 Forrester Research, Apply Immediacy, Simplicity, And Context, March 28,2016About Nuance Communications, Inc.Nuance Communications (Nuance) is a technology pioneer with market leadership in conversational AI and ambient intelligence. A full-servicepartner trusted by 90 percent of U.S. hospitals and 85 percent of the Fortune 100 companies worldwide, Nuance creates intuitive solutions thatamplify people’s ability to help others. 2020 Nuance. All rights reserved.ENT 4219 01 WP, Nov 18, 2020
In this guide, we'll explore the top messaging channels, outline key design considerations for each, and look to the future of messaging to see what it might hold. With practical checklists included, you'll be armed with the tools to ensure you're using the right messaging channels and delivering a consistent experience across all of them.
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