2020 Guide To Customer Messaging - Twilio

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e-book2020 Guide toCustomer Messaging

about this e-bookStrategy is crucial to every business’s successIn today’s digital landscape, the right messagingstrategy is crucial to every business’s success.With nearly 90% of consumers wanting tomessage with businesses, companies largeand small can’t afford to be left behind. This2020 Guide to Consumer Messaging is fororganizations who wish to communicaterelevant, personalized, and timely informationthrough their customers’ preferred messagingchannel. From arrival alerts to support chatand much, much more, messaging is aneffective way to make instant customerconnections. Learn the best practices thatwill help your business messaging exceedcustomer expectations.What’s inside Reach your customerswhere they are Messaging best practices(regardless of channel) SMS Email Push notifications WhatsApp Facebook Messenger In-app chat Operator IP Messaging Messaging made easy

IntroductionReach your customerswhere they areMessaging is written communication sent over a variety of digital channels,from email and SMS to in-app chat, and newer channels that are emerging allthe time. These days, customers expect businesses to reach them with relevantinformation at the right time within the channel they prefer. In fact, businessesthat communicate with the right information, frequency, and channel enjoyhigher consumer goodwill with 75% of consumers rewarding businesses thatcommunicate in the way they prefer.Without a doubt, messaging is a partof life for billions of people today.The average user spends 3.7 hoursper day on their mobile device with50% of that time spent in social andcommunications apps. Since all 5.1Bmobile phone subscribers can sendand receive text messages, messagingprovides users who don’t have asmartphone or access to a computerwith a quick, easy, and inexpensiveway to communicate. All these factorscombined have made messaging atruly universal channel.An average user spends3.7 hours per day on theirmobile device with 50% ofthat time spent in socialan communications apps.Your customers are probably already communicating with their family and friendsvia messaging, from SMS to WhatsApp to Facebook Messenger, and they wantto connect with businesses that way as well. Research shows 62% of consumerswant to communicate with businesses via messaging, although consumers aresplit on the channels they prefer. Around 39% of consumers surveyed said they2020 guide to customer messaging3

prefer SMS/MMS and 23% said they prefer Messaging apps (like WhatsApp).Millennials prefer to receive messages from businesses through social media,mobile apps, and messaging apps at more than twice the rate of older customers.Unfortunately, many businesses aren’t set up for messaging yet; only 48% ofbusinesses are equipped with SMS, and the percentage is even lower for othermessaging channels.For businesses looking to stay competitive, adding messaging into the customerjourney is essential. Consider this: 96% of messages are read within three minutesof receipt, and 90% within three seconds! Messaging provides consumers theinformation they need when and where they need it. It’s quick and easy for customersto text back a confirmation to an appointment reminder, and it’s reassuring forthem to receive a notification saying their food delivery is on its way.Satisfying customer communication isn’t just a “nice to have” for businesses, it’simperative. Poor communication directly and negatively impacts a company’sbottom line. Likewise, great communication can be a key driver of a business’ssuccess. 75% of consumers have rewarded businesses that communicate in theway they prefer. With this magnitudeof impact, companies large and smallcan’t afford to be left behind.1.57 billion smartphonesAccording to Gartner, worldwide salesof smartphones to end users are onin 2020 — each onetrack to reach 1.57 billion units in 2020capable of handling— each one capable of handling textmessaging, at a minimum. On top oftext messaging at athat, popular messaging apps such asminimum.WhatsApp and Facebook Messengerare easy to download and use rightaway. Every year, new messagingAccording to Gartner Researchchannels become available, and eachchannel has nuances in terms of theircapabilities and best practices. Notonly are new channels becoming available every year, but monthly active usersare shooting through the roof. With 1.5B monthly active users (MAUs), WhatsApphandily topped global downloads for communication applications in 2019, andare on track to sell2020 guide to customer messaging4

is among the top-performing apps in the App Store and Play Store. The bottomline: More and more of your customers are using these platforms on a daily basis.Since SMS (Short Message Service) was invented in the 1980s, it’s one of theoldest texting technologies and also the most frequently used. MMS (MultimediaMessaging Service) was built using the same technology as SMS to allow usersto send multimedia content such as pictures, audio, phone contacts, and videofiles. Because SMS and MMS are transmitted over a cellular network, they requirea wireless plan from cellular carriers to operate.Timeline of B2C Communication MethodsTHENIn personLettersTelegraphTelephoneInternetIn-app chatPushnotificationsSMSEmail/web formsWhatsAppBusiness APINOWFacebookMessenger2020 guide to customer messagingRCSAppleBusiness Chat5

Over time, more and more specialized messaging channels have launched. Pushnotifications are a form of one-way communication that can provide usefulinformation and also direct users to your app. In-app chat lets your customershave conversations with your business from within your web or mobile app.WhatsApp, Facebook Messenger, and other messaging applications are oftenreferred to as “Over The Top” (OTT) applications because they do not require acellular network connection, and use IP (internet protocols) instead. To send andreceive texts using these apps, your device needs to be connected to the internet,either over WiFi or via a mobile internet connection.As we look to 2020 and beyond, consumers will expect business to communicatewith technology that is conversational, rich, and trusted. Consumers will expectto have their inquiries solved in-channel and in real-time, with the option tomessage with a real person. When businesses reach out, consumers will wantto see engaging, rich messages that mirror native, peer-to-peer messagingexperiences and have access to self-service options. And, to protect against badactors, consumers will need assurance that the business they are communicatingwith can be trusted.As we see these trends emerge, new interfaces will take the messaging experienceto the next level, such as Rich Communication Services (RCS) and Apple BusinessChat, which can be delivered via a device’s default messaging application. Today,we’ve already seen companies like Google address the shift, launching a messageverification feature to reinforce trust on Android devices.2020 guide to customer messaging6

Here are a few common ways brandsuse messaging today:OperationsTo keep customers up to speed with proactive alerts and accountnotifications over email or messaging, or with phone and identityverification using one-time passcodes or secure links.ServiceTo give customers a faster way to get questions answered, receive livesupport, and provide real-time feedback by messaging with intelligentassistants, sales reps, or support agents directly; can deflect as manyas 40% of inbound calls. Increasingly, brands are using messagingwith employees and customers to support frontline employees (likedrivers or technicians) and allow them to securely, compliantly engagewith consumers.MarketingTo increase engagement and drive conversions with personalizedpromotions, coupons, time-sensitive surveys, and special salesdelivered to users at just the right time. Increasingly, loyaltyprograms that used to require a physical card or application aremoving to messaging.2020 guide to customer messaging7

It’s important to note that within these three broader categories, there are specificuse cases ranging from promotions to alerts & notifications to self-service. Whilenot every channel or use case will make sense for you and your customers, thecommon goal of customer messaging is to deliver a customer experience thatmimics how your customers would speak with a friend. This e-book will give youan overview of the best practices you should be familiar with for the most popularmessaging channels today.Operations Service Hi this is Pat from theWater Department. I'mhere for your 1pmservice appointment.Great. Please press 3on the dial pad to getin the building.Great. I'll see yousoon.Excellent.2020 guide to customer messagingMarketing HI, you’ve reachedBusiness & Co. Howcan we help you?Hey, I made amistake andneed to cancelmy order .Sure. One of our reps canhelp cancel your order Hi Sandra, we’vecancelled yourorder and sent youa confirmation.Great,thank you!I would like to buy theEnterprise Package formy team.Great! Let me connect youwith a salesperson tocomplete your order.Awesome!Would you prefer a call oremail?8

chapter 1Messaging best practices(regardless of channel)Before you dive into messaging your customers, you ought to decide on the typeof messaging you want to enable. Is it one-way or two-way communication?This can be determined by asking yourself if you’ll need to respond. Will it be abulk or transactional message? To answer this, think about whether you plan tocommunicate with one specific person at a time or many people at once?Your answers will determine the type of technology you’ll use, so give this somethought. Your next challenge is to decide which messaging channels you want touse: SMS, in-app chat, push notifications, social messaging apps like FacebookMessenger, or all of the above?While these decisions are important, there are bestpractices that you’ll need to keep in mind regardless ofthe channel or strategy you choose. Here are our top ten:2020 guide to customer messaging9

best practice 1Get permissionOne of the most important rules of business messaging is that you must first gainpermission from customers to contact them, regardless of the messaging channel.Failing to do so can damage your brand and result in hefty legal fees. It’s imperativethat you are compliant and adhere to local laws and CTIA Messaging Principles andBest Practices, which protect consumers from unwanted solicitation. Likewise, youmust give users the opportunity to opt out, by any reasonable means necessary.This is why you often see messages from businesses include language like “TextSTOP to stop”.When you wish to communicate via SMS, ask your users to sign up to receive textmessages containing special offers, new product updates, or other valuable informationvia an online form, contest entries, or by texting a particular keyword to a phonenumber. For in-app messaging, getting users to opt in for notifications is a crucialsuccess driver for delivering your message. But many consumers opt out or turn offapp notifications to avoid what they think will be spam-like messaging. Some appsor app categories have an easier time getting users to keep notifications turned on.A recent Twilio study found that 94% of consumers are annoyed by communicationsfrom businesses, making easy opt-outs a must-have when building successfulmessaging campaigns. It’s the law and it’s what consumers largely expect frombusinesses. 54% of consumers want businesses to make it easy to opt out. Perhapsthat because 41% don’t even remember opting in to messages in the first place.Once a compliant opt-in is obtained, focus on highly targeted, relevant messagingspaced in a way that consumers enjoy. Consider factors like age and location whendeciding when to send messages, how often, and through which channels.2020 guide to customer messaging10

best practice 2Communicate at the right timeWhen consumers contact businesses, it’s primarily for help or information. Theywant quick resolution and value fast response times. In fact, when it comes tourgent communications, 50% of consumers want to receive notifications via textor messaging apps.Communicating at the right time isn’t just about communicating quickly, however.When you’re messaging your customers—instead of the other way around—aim fortimes your customers won’t be busy. Look at your email inbox and you’ll notice thatmany businesses have begun to perfect send times for your particular time zone.The same should be true for mobile messaging. Since messages are geared to inspireurgent action, it’s not effective to send messages after hours. You also don’t want toannoy your customers by waking them up too early or bothering them in the middleof the night. As a general rule, don’t send messages before 9am or after 9pm (insome countries, it’s actually illegal to message outside of set hours). It’s best to beaware of your customer’s location, and understand the time zone differences thatapply. In fact, research shows that afternoons are preferred by consumers; 39%prefer afternoons-only and 70% prefer afternoons or any time.It’s also important to limit how often you send messages. Nobody wants to receivean excessive amount of messages from a business. Be clear about how often you’ll bemessaging your subscribers and, if possible, limit it to two to four messages per month.2020 guide to customer messaging11

best practice 3Communicate with the right informationOne of the top three reasons customers contact businesses is that they are seekinginformation such as account balances, hours of operation, or details about a productor service. Quick and easy access to this information is essential. Use contextualdata to make your customers’ interactions personalized and efficient, and make iteasy for them to find the information they’re looking for.When you’re sending messages, keep in mind that customers respond more tomaterials addressed directly to them. A little personalization goes a long way, suchas using your subscribers’ first name or adding a conversational touch that reflectsyour customers’ interests. You can also target your customers with more relevantmessages based on their preferences. By segmenting your audience, you can bemore intentional with your outreach rather than sending the same message toeveryone. 74% of consumers surveyed said they like when businesses personalizecommunications, and the same Twilio study found Gen Z and Millennials twice aslikely as Baby Boomers to say personalization increases trust.Remember that when a customer hands over their phone number or username andagrees to receive messages, they’re putting a lot of trust in you. It’s your responsibilityto show them the same level of trust and respect—that’s what your customerrelationships are built on. Don’t send anything that even hints of spam, and refrainfrom sending messages without a true customer benefit. Ask customers about theirpreferences just as you would over other channels, such as email. Inquire as to whenthey would like to receive messages and what kind of information they want. Thencustomize your messaging to suit their wants.2020 guide to customer messaging12

best practice 4Communicate over the right channelConsumers are clear: they want options. They expect to interact with businesses theway they communicate with other people. And as newer communication channelsbecome more popular, consumer expectations are shifting: 52% want the option tochoose where they receive messages from businesses. People want to interact withbusinesses on the channels they prefer, and they want businesses to keep track oftheir shifting preferences.Often times, consumer preferences shift based on the urgency of the message. Agood strategy is to put yourself in your customers’ shoes — think about the use casealong the lines of how immediate the consumer needs to read a message (urgency)versus how likely the consumer wants a record of the interaction (archival). We callthis the Immediacy Framework. What’s the impact if they don’t receive a messageimmediately, or if they can’t go back and search for a receipt? For example, if youorder food via a popular app you might expect delivery notifications via SMS orWhatsApp, but the purchase receipt via email. Understanding these touchpointsalong the customer journey is critical to creating great customer engagement.This experience can only be accomplished by adopting a multi-channel strategy thatallows you to deliver the right message at the right time on the right channel. Whethera customer is connecting with a business from a smartphone using WhatsApp, adesktop using Facebook Messenger, or on a mobile phone via SMS, the experienceacross multiple devices and channels should be seamless.2020 guide to customer messaging13

It’s all too tempting for businesses to focus their efforts on a particular channel,especially if it’s delivering results. However, a single-channel strategy will never deliverthe long-term engagement and retention of an approach that considers customergeography, preferences, and behavior. Throughout the customer lifecycle journey,there are times when your business might use email campaigns to drive results ata high ROI and other times when outreach campaigns deliver better results usinga social messaging platform. Each scenario is different. Only by understanding theImmediacy Framework, determining relative strengths and weaknesses of eachchannel, and keeping track of your customers’ preferences can you optimize yourmessaging campaigns.2020 guide to customer messaging14

best practice 5Boost your messaging intelligenceMessaging is more than just exchanging content between people. It involves atremendous amount of intelligence to analyze content, deliver the message to the rightperson (or bot), and respond in the context of that interaction. Artificial Intelligence(AI) tools can make those interactions more human and, today, AI powered chatbotsthat respond to customers and can be seen in apps like Microsoft Skype, FacebookMessenger, and Slack.Capabilities such as intelligent routing, natural language processing, message sentimentanalysis, and keyword spotting help your customers have a more personalized andefficient messaging experience without them even noticing. AI can also improveagent conversations by anticipating customer needs and automating actions wherepossible. When contextual intelligence helps customers resolve common issues withoutneeding to speak to an agent, agents are free to focus on higher-value activities.Ultimately, contextual intelligence can help you engage with larger numbers ofcustomers without sacrificing the quality of the interaction.2020 guide to customer messaging15

best practice 6Keep your message simpleRegardless of the channel, simpler is always better. Even though email allows forgreater context and richer messages than some other channels, brevity is stillvaluable. When you send an outbound message, always be clever, engaging, andbrief. Provide customers with an offer they can’t refuse or with information thatreally matters. If you don’t strike the right balance, you run the risk of opt-outs andyour contact list rapidly shrinking. If done correctly, your customer may give yourmessage the same attention level as a text received from a friend.Messages by their very nature are informal. Most can be quickly read from a lockscreen notification (or from a watch!) and immediately understood. There’s no needfor subject lines, intros, or signatures. Remember that most of your users will bereading your messages on their phone. So, keep your messages short and to thepoint for maximum impact with minimum word count.For marketing messages, be sure to have a clear call-to-action (CTA) and an incentive.For example, if you want customers to take part in a campaign that asks them to texta keyword to an SMS short code, make sure both the keyword and the short cod

2020 Guide to Consumer Messaging is for organizations who wish to communicate relevant, personalized, and timely information through their customers’ preferred messaging channel. From arrival alerts to support chat and much, much more, messaging is an effective way to make in

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