Latest 15 Dec 2020 | Customer Service | 2 min read

Why Does Messaging Customer Care Matter to Customer Service Execs?

80% of the time, contact centers are predictable places. They may differ between industries, but within those industries there are customer queries that come up again and again. It’s even more predictable during a global pandemic. For retail, customer queries are often related to deliveries - status, tracking and returns. In aviation, with so much disruption to travel in 2020, there’s been an overwhelming surge in requests for cancellations, rebookings or refunds. 

The point is that by looking at the data, brands can easily figure out what the most common intents are when customers contact them, no matter what industry. If you can understand which are the recurring themes for inbound traffic, using AI and bots in messaging channels is the perfect way to create a smoother customer experience, as well as freeing up agents to have more time to deal with the more complex issues that arise. 

Below are a couple of examples taken directly from our Definitive Guide to Customer Experience 2021 of how messaging channels and customer care can live hand in hand to improve the experience for both brands and consumers.

 

Don’t Call, Don’t Live Chat 

It’s rare that customers have a brand’s number saved in their phone. The first place they go for contact information is either a website or Google search. Both of these entry points can be where messaging takes over and becomes the preferred care channel. It can even be the only thing brands offer on their ‘contact us’ page. 

Facebook Messenger’s website integration allows for instant, asynchronous conversations between brand and consumer before a number has been dialed. With Google’s Business Messaging, it can happen even prior to even reaching a website. 

For brands, messaging offers increased productivity and reduced costs when compared to IVRs or live chat. For consumers, there’s no navigating annoying phone trees, waiting on hold or being tethered to live chat on a website.

 

Let’s Talk in Private 

Disgruntled customers will often take a number of paths, sometimes simultaneously, trying to get a brand’s attention. A negative tweet or Facebook post never looks good, no matter what the subject. 

If brands move the conversation to private messaging from public social, it shows them to be responsible to anyone who is looking, and any further negative interactions can then take place ‘behind closed doors.’ One-click access to an agent also helps to appease the unhappy customer, giving them a human connection to tend to their issue and confirm that the brand is indeed listening to them. Private messaging channels offer the opportunity to form a stronger brand/consumer bond satisfying a customer’s needs with 1:1 customer service.

 

This is just a taste of what you can find in our Definitive Guide to Customer Experience 2021. Customer conversations are no longer restricted to the contact center though, Modern CX takes places across the entire customer journey, throughout an entire organization. There aren’t multiple relationships with numerous departments - it’s one digital relationship.

You can find out how to maximize the impact that messaging channels can have on your company’s CX by downloading our guide here.

Download the Full 2021 Guide to Customer Experience

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