• June 23, 2016

Let’s Chat: How Messaging Apps Will Change Business

Smart companies are finding ways to leverage apps like WhatsApp and Facebook Messenger.

Messaging apps like Facebook Messenger, WeChat, and Line have skyrocketed over the past few years with billions of users worldwide. In fact, WhatsApp, the most popular messaging application of all, has more than 700 million users and handles over 30 billion messages every day. By the way, that’s more messages than are sent via text message.

While apps like these have thus far predominantly been used for personal communications, smart organizations are finding creative ways to use these technologies for business. As more and more messaging apps open themselves up to third-party integration, chat-based services will become the norm. That means that consumers will soon be able to interact with brands through short, conversational text messages.

Messaging applications are already making it possible to do things like order a pizza or get a taxi, and it won’t be long until brands are using these apps to engage other businesses, employees, and customers in a variety of ways. For example, some brands are now partnering with messaging platforms and using them to send push notifications directly to specific users. That’s noteworthy because the advantages of doing so are significant.

Push notifications typically get much higher open rates than messages sent via email, social media, or other traditional channels. You might expect 6 percent organic reach when sending out messages on Facebook. But when you send a push notification to your customers through a messaging app, you’ll not only reach 100 percent of your audience but also achieve open rates of 60 percent. (To learn more about this, check out this podcast.)

And the communication won’t be one way. Consumers will also be able to contact brands via messaging apps. Imagine, for example, buying a product online and then, instead of dealing with a customer service rep over the phone to make a change to your order, interacting with the company through a messaging app. Of course it won’t be actual people on the other end of the conversation, but rather programs that leverage artificial intelligence and natural language generation technologies to create very conversational interactions with you.

Simply put, the way we engage with brands is really going to change.

Why You Should Care

Messaging apps have the potential to be a game changer for business. If you haven’t been considering how to incorporate them into your business, here’s why you should. Messaging apps will:

  •        Enable customer interactions where they’re already hanging out
  •        Yield much higher levels of engagement when key messages are distributed
  •        Provide customers with easier enterprise/support access
  •        Allow the enterprise to automate many interactions with customers, saving time and money

Smart organizations get the message and will leverage the technology to differentiate their customer experience and business before the competition does.

Like this story? Read why ignoring the mobile revolution will cost you customers.