7 considerations for building an effective messaging strategy
Andy Haas, Tim McDougal, and Jaden Herrin
Finding new ways to create meaningful connections with customers and to enhance the human experience is growing increasingly important to organizations.
Written digital communications offer one way for contact centers to meet customers in their preferred channels and deliver personalized, one-to-one service. Messaging apps continue to grow in popularity, and companies are taking note. In fact, 68 percent of consumers say they prefer this way of communicating with businesses.
Consumers like messaging because it’s asynchronous—they can ask a question without having to sit on hold or in a queue waiting for an answer. Plus, it’s a channel they’re already using for communications with friends or other businesses. These written digital communications may be socially oriented, such as WeChat; business-focused, such as Apple Business Chat; or span both uses, such as Facebook Messenger, WhatsApp, and Twitter DM, to name a few. Each application brings with it a unique geographic and demographic user profile.
Messaging appeals to businesses because it has the lowest cost per channel for a single operation, so there is a potential of cost savings. Customer service agents can interact with multiple customers at once, or even in between communications through other channels. On the other hand, messaging adds complexity to almost every aspect of the service delivery model. Choosing the right platform(s) to support is one of the challenges, as dozens of apps are available. Many of the operational necessities already established for other channels—such as forecasting volume, routing intelligence, and measuring agent performance—must be reconsidered for the messaging channel.
Plan your messaging strategy carefully
Before opening up a new channel to engage customers, companies should consider their overall customer service delivery strategy and their internal capabilities. Many organizations have found that messaging is most useful for one-on-one communications, transactions, or support inquiries that are not time-sensitive or complicated. Now is the time to conduct a right channeling exercise to be customer-centric while steering customers to the most effective channel for resolution.
Here’s what you should consider when making this transition:
As the popularity of messaging continues to grow, we predict that more and more organizations will adopt this channel for communications across the customer journey.
Andy Haas is Managing Director and Service Excellence Leader with Deloitte Consulting LLP. Andy leads Deloitte Consulting’s Service Transformation Offering with 24 years of cross industry and global experience helping clients realize business value service optimization.
Tim McDougal is Managing Director and Contact Center Transformation Leader with Deloitte Consulting LLP. With more than 25 years of consulting experience, Tim McDougal brings a unique and global perspective advising clients in the optimization of customer interactions and the transformation of the contact center.
Jaden Herrin is Senior Manager, Contact Center Transformation Practice with Deloitte Consulting LLP.
Download our new report
Execute an effective contact center messaging strategy