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).

In truth, in accordance 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 utterly reworked the best way folks work together with manufacturers—and ever for the reason that 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 might be delivered through digital and self-serve channels (like social messaging, chat apps, and reside chat) by 2023, in accordance 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 primary 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 totally on buyer expertise—up from 36% in 2010—in accordance with Gartner.

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

Handy and conversational, social messaging facilitates a direct, private engagement between you and your prospects. 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 prospects again in management, the place they need to be.

Main insurance coverage firm AXA discovered first-hand the facility of taking a customer-first strategy. Based mostly on suggestions from its prospects, AXA built-in WhatsApp into its customer support engagement technique to ship sooner, extra customized service.

They now provide prospects the choice of speaking through 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 increase buyer loyalty and retention

Is your model all the time in search of new methods to achieve buyer loyalty and retain prospects? 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 may create small “wow” moments which have a huge impact. Delivering private service on the channel of their selection is among the simplest methods to shock prospects and switch them into followers for all times.

Nearly 80% of consumers say pace, comfort, educated assist, and pleasant service are a very powerful parts of a constructive buyer expertise, in accordance 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 prospects by way of WhatsApp, utilizing an automatic messaging circulation to ship prospects 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

Top-of-the-line alternatives that social media gives is to achieve exact audiences with customized messaging. Likewise, social messaging allows manufacturers to combine buyer information into their messaging platform to get private with prospects—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 prospects and your customer-facing staff.

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 folks ensures they get a fast reply. And easy 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

Once you perceive your audiences, you possibly can construct more practical social advertising and marketing methods, present enhanced buyer care, interact higher together with your prospects, and construct higher merchandise.

Knowledge from social media and social messaging may also help 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 improvement efforts on monitor.

It additionally lets you reply straight away to constructive or unfavourable posts and messages. Instantaneous responses are key to sustaining model repute and mitigating the consequences of a disaster.

5. Set groups up for fulfillment

Social media and buyer care are the entrance traces of your small business. 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 allows you to guarantee your groups have the correct instruments to reach their roles.

Messaging apps assist wealthy media content material like interactive voice, video, and pictures. This lets you join with prospects in additional significant methods and achieve 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 gives groups with the data they should deal with prospects effectively.

Make buyer care easy and buyer experiences seamless

As prospects undertake new behaviors, the recognition of social messaging apps opens the door for streamlined, conversational experiences. It creates alternatives for manufacturers to proactively deal with 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 by way of Instagram, Twitter, Fb Messenger, WeChat/Weixin, and WhatsApp extra simply.

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

You possibly can handle all these conversations by way of 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 crew.

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