Yesterday, big brands only battled with their direct competitors. Unilever clashed with P&G, American Airlines with Delta, and Hertz with Enterprise. Today, all wires are crossed. Companies must compete based on their customer experience (CX) and that means their competitors are anyone they share real estate with on users’ smartphones – namely, tech firms like Uber, Facebook, Google, and Airbnb, each of which pours tens of millions of dollars into crafting ultra-satisfying experiences.
Customers expectations also continue to rise. A recent Conversocial study of 2,000 consumers found that as high as consumer expectations are, they’re only trending up: 81
What are the brands that haven’t poured tens of millions of dollars into CX to do? Simply: adopt a leapfrogging strategy. Any business can skip years of painful experimentation by launching their support at the cutting edge: on private messaging apps.
At the intersection of “fast” and “satisfying” lies the brave new world of consumer messaging. More than 3.6 billion people use messaging apps. For context, that’s more people than those that use social media! Many of these individuals want to message directly with businesses, on private channels, for three reasons:
The major messaging app providers like Facebook, WhatsApp, Twitter, and WeChat have capitalized on this consumer-to-corporation correspondence and have released features to help businesses offer support. Facebook Messenger, for instance, now provides a website plug-in that doubles as a live chat support service.
However, not every business uses these support tools well. Many do it poorly. Conversocial‘s study found that 39
Brands are still transferring consumers to other departments with the maddening regularity that inspired a generation of on-hold jokes from comedians like Jerry Seinfeld. The problem is that brands are taking their analogue habits into the digital age. Support teams aren’t evolving and they aren’t investing in the technology that makes great digital support possible.
Instead, many have fallen prey to system creep. Whenever they launch support on a new channel, they adopt a new software. Today’s agents juggle an average of 11 systems they must switch back and forth between to support customers.
For brands that do the difficult thing and invest in the right technology, however, these issues disappear. A range of digital support platforms
For brands that effectively leapfrog the competition and deploy messaging support can realize:
Big brands can’t escape the gravity of the smartphone and they can’t avoid competing on the basis of CX. But they can leapfrog years of expensive catch-up by deploying their support on an app like Facebook Messenger.