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Latest 30 Jul 2020 | Messaging Channels | 3 min read

Why Messaging Apps are Better For Engaging Customers Than Your Own App

In our Move to Messaging series, we’ve already looked at the pitfalls of engaging with customers over the phone, on live chat, via SMS and even your website. Hopefully, you’ve come to the same conclusion as us: that messaging is the present and future of customer experience. But, how should you implement it?

We’ve seen many brands hide their messaging capabilities within their app rather than integrating with popular private messaging channels such as iMessage, WhatsApp and Messenger. Here’s why we think the latter is the only approach you should consider.

Related Content
  1. Why Messaging is Better Than SMS
  2. Could Messaging Replace Your Website?
  3. Messaging Is Better Than Phone Calls

No One Wants to Download New Apps

Now, that may sound like a pretty sweeping statement. And sure, some smartphone screens are crammed full of apps, but the data tells us that the average person has just 36 apps. And when it comes to the adoption of new apps, a colossal 90% of all downloads are used just once before being deleted. The chances of your app being installed and, more importantly, kept by your customers are pretty slim. So why invest in providing a messaging service that your customers will love only to bury it in an app they probably won’t use?

Messaging Volume

Instead, integrate with Facebook Messenger (the 7th most popular app worldwide in 2020), WhatsApp (the 4th most popular app worldwide in 2020) or iMessage which is pre-installed on 1.4b Apple devices. Why try to take on the world’s most popular apps when you can simply be on them?

"The chances of your app being installed and, more importantly, kept by your customers are pretty slim."

The Familiarity of Private Messaging Apps

If you still think you’d like to keep your customer messaging within your own app, then consider this: your customers live in their private messaging apps. Well, not literally, but they use these apps every single day to communicate with their friends and family. They have group chats with hundreds of new messages every day, conversational threads that go back years. Reducing friction is the key to great customer experience, so why would you make your customers switch to a different app for messaging? An app that is used purely to communicate with just one brand.

Also, from a customer psychology standpoint, it’s better for your brand to sit alongside conversations that your customers are having with their nearest and dearest. Ultimately, being responsive over messaging, solving your customer queries and enhancing their experience of your brand is all about building long-term relationships and enhancing loyalty.


The Final Step is the Most Important

Once you believe in the power of messaging, the way you implement the technology is perhaps the most important aspect of your decision. We think it’s pretty much a no brainer though. By embracing private messaging apps, you can put your brand in the pockets of over 4 billion people around the world.

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