What is messaging and who uses it?
Messaging is defined as text-based messages that are supported across multiple mediums from social media channels (Twitter, Facebook, and Instagram) to messaging apps (Messenger, WeChat, and WhatsApp) to mobile devices (SMS and in-app). Messaging has changed the way billions of people communicate with each other and now it’s changing the way consumers communicate with your business. We’ve compiled a list of 10 powerful stats that help show why your brand should be using customer messaging to engage with consumers. Take a look at them below!
Statistic #1: 1.4 billion people around the world send over 50 billion messages each day to communicate with one another. –eMarketer
Digital messaging is being used around the world and the number of users that prefer this form of communication is growing exponentially. Consumers want to be able to quickly and conveniently message a brand with questions, comments, and complaints. Your brand needs to have a presence on these messaging channels in order to answer back and engage.
Statistic #2: 41% of millennials say that they would be truly satisfied if they could use messaging or SMS to connect with companies and organizations where they do business. – Digital Marketing Magazine
Brands are passionately fighting over millennial mindshare. Offering messaging as a means for customer support to the 80 million millennials in the US who are eager to communicate with your brand is a great way to differentiate from your competitors.
Statistic #3: 41% of organizations surveyed currently use messaging as part of their channel mix for customer service conversations and 15% of brands are considering adopting a messaging platform for customer service in the near future. –Aberdeen Report
Consumers have drastically changed their behavior in the last 5 years. Given the increase in users and activity on a day-to-day basis, brands have no choice but to incorporate messaging channels into their customer service strategy in order to stay relevant.
Messaging is Convenient and Expressive for the Consumer and the Agent
Statistic #4: 9 out of 10 people would prefer to message a business because doing so is convenient and does not interrupt their day. – Twilio
The user experience for not only the customer but also the agent when using messaging to communicate during a customer service interaction is far superior to other channels. No more waiting impatiently for an agent to accept your call or respond to your chat. With messaging, you have the luxury of walking away from your device without losing the conversation. In addition, an agent using the right technology can handle multiple messaging conversations at a time without being overwhelmed or confused.
Statistic #5: 92% of online consumers use Emoji. – Adweek
Gifs, emoji, images, and video can all be leveraged in messages making it entirely more emotional and expressive medium than the phone, email, or chat. Messaging empowers both parties to be expressive, set a tone, and add a human element to each interaction. Whether the consumer is happy with the resolution the agent provided and is compelled to send a smiley face or possibly extremely frustrated and desires to send an angry emoji, one can do so with messaging.
Companies are Reaping Rewards Year-Over-Year with Messaging
Statistic #6: It costs $1 per interaction on messaging apps compared to $6-$15 per phone interaction. – Sparkcentral
Messaging is significantly less expensive than other forms of communication. With the average American reaching out to customer service around 5-6 times every month, implementing messaging could greatly decrease your costs.
Statistic #7: Companies that have adopted messaging as customer service channels achieve 2.9 times greater annual increase in customer advocacy scores compared to all others (12.3% vs. 4.3%). –Aberdeen Report
More and more brands are focusing on cultivating customer relationships as opposed to only focusing on the transaction. This is seen as a competitive differentiator and is causing a shift in the marketplace. By adopting messaging for customer service, brands can expect to see an increase in positive experiences for their customers, which will lead to increased brand loyalty, word of mouth recommendations, and an increase in customer advocacy scores.
Statistic #8: 24.5% year-over-year increase in return on marketing investments. – Aberdeen Report
Although messaging is extremely beneficial for customer service, it also proves to be a great way to increase marketing effectiveness. One explanation for this is, happy customers who feel that their needs have been met over messaging are more likely to engage in further marketing efforts in the future.
Statistic #9: Brands are achieving 25% greater annual growth in revenue, compared to peers that are not using messaging (19.4% vs. 15.5%). – Aberdeen Report
Such dramatic increase in revenue and performance improvements help explain why messaging is becoming an important tool in the customer experience technology toolbox.
Statistic #10: Companies using messaging for customer support shows 8.6% increase in average profit margin per customer. –Aberdeen Report
This increase in profit margin suggests that messaging helps companies grow top-line revenue while reducing the cost to serve customers. Now, you can serve your customers where they prefer while decreasing your overall cost.
Not only do you have these powerful metrics to understand how messaging is the right choice for your brand, but another key element to consider is how contextual it is as well. Messaging, as an interaction interface, is built to support operational and transactional messages. Today’s technology allows for all kinds of media and formats to be shared over messaging. Brands can give customers their boarding passes, receipts, shipping notifications and more all via messaging apps. Conveniently, customers can respond directly to those messages. They can get help without having to look up phone numbers, wait for an agent, or repeat themselves to multiple people which significantly decreases the level of effort for the customer.
Most enterprise brands are present for customer support on social channels. However, those that offer care via messaging are still considered rare. Companies that embrace this new standard of service are therefore perceived as being more contemporary and responsive to their customer’s behavior, which sets them apart from their competition. Learn more about building the business case for messaging by reading the latest report from Aberdeen Group, Customer Messaging: Happy Customers, Productive Employees & Better Financials. Don’t be left in the dust when it comes to offering innovative customer service!