Messaging apps are disrupting customer care plans and we've put together an infographic to show how these apps are changing how businesses and consumers connect.
Here's a quick walk through ...
Chat apps are outpacing social networks when it comes to monthly active users (millions).
When it comes to connecting with customers on these platforms, some businesses are still trying to master customer care on Twitter and Facebook. Some have gone way beyond this and are already using messaging apps like Facebook Messenger and WeChat to connect with customers when they need support or advice. Most consumers expect businesses to be able to all of these things, and be able to use different channels at different points of the journey. It’s impossible to talk about customer service as it looks today without talking about omni-channel.
And, when it comes to channel preference, mobile apps and social networks are the top choice for anyone under 55, according to Dimension Data.
- Mobile apps are a top three choice for customer service for under 55s
- Social media is the number one choice for customer service under 25s
Consumers are onboard
Research from Mobile Ecosystem Forum and Mblox found that 65% of customers now talk to businesses via chat apps.
Pushing the customer service frontier
Consumers are increasingly looking to one-to-one private conversations when they need support and demand for chat apps is pushing the customer service frontier. Most businesses are not yet ready to get back to customers in a hurry though. Companies take on average 10 hours to respond to a private message in Facebook Messenger compared with the average response time for public wall posts which is 5 – 6 hours (Business Insider).
To get quicker and better at this, Facebook Messenger, WeChat, Line et al need to be integrated into the engagement apps that agents already use to provide a consistent service, making sure you can offer customers the best engagement experience from a single point of access. Chat apps sit well with social workflow and the same rules of engagement, workflow, prioritisation, reporting and measurement can be applied.
The robots are coming …
Businesses will probably only use chat bots for simple enquiries and FAQs. In most cases bots will start a conversation and then agents will take over to do the heavy lifting. Companies will need to work out what the right balance between bot and real person to effectively support customers.
Consumers are ready
Research by myclever gives a strong indication that consumers are ready for these types of automated services. The agency asked 1,000 UK consumers about the technology and found that 46% of respondents thought chat bots would be a quick solution and unlock the immediacy and convenience of online services.
So, what does this disruption look like? Here’s the full infographic.
The bigger picture ...
Messaging apps could change mobile connections altogether. Consumers may get app fatigue and stop downloading individual brand apps if they can use just one app, like Facebook Messenger, to connect with businesses at all points of their journey and pick up conversations with the same agent when they need assistance. These apps could even replace live chat as customers see them a quicker solution to waiting around on websites for chat teams to get back them to them if they can do everything in one place.
Managing all of these changes ...
Download our mini guide: How messaging apps are pushing the customer service frontier