A guide to new conversational messaging channels · A guide to new conversational messaging...

Messaging+A guide to new conversational messaging channels

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In the era of conversational messaging, customer experience needs to go beyond traditional messaging channels. This eGuide provides insight and guidance into new messaging channels and technologies to help CX professionals differentiate customer engagement and service in 2018.

2IMImobileMessaging+ | More information [email protected]

Your Messaging+ strategy

A business’ mobile strategy is predominately led by its mobile website and mobile app – it has been the standard approach to delivering services to consumers on mobile since Apple launched the App Store in 2008.

But while consumers have shown a preference for the app - spending 85% of their smartphone time in one - the reality is that apps are expensive to develop and don’t deliver the value that businesses expect in terms of winning, acquiring and retaining customers. Across all industries, 71% of app users churn within 90 days and 23% abandon after just one use.

Exacerbating the app challenge, 51% of all digital media time on mobile is spent in just 5 apps, of which messaging apps dominate with the likes of Facebook Messenger and WhatsApp. Messaging’s dominance over smartphone time and the mobile journey is what’s powering the disruptive shift to conversational engagement, commerce and service.

With messaging ready to become the forefront of brand interaction, a business’ Messaging+ strategy is now one of the most influential differentiators affecting future growth and success. To enable new experiences, businesses need to be able to extend the capabilities of their proprietary apps to today’s most popular messaging apps and the next generation of digital messaging channels.

It’s why Amazon is reportedly building their own messaging app, hoping to become a conversational medium between brands and their customers. It’s why disruptive start-ups like SnapTravel have enabled their entire service offering on Facebook Messenger. It’s why established brands like cosmetics retailing giant Sephora has deployed an in-store appointment booking solution on Facebook Messenger.

The race to engage, win and differentiate through messaging channels is well and truly on.

The ability to go beyond SMS and deliver app-like experiences on messaging channels is one of the most influential CX differentiators that your business can own today.

IMImobileMessaging+ | More information [email protected] 3

The messaging opportunity

It’s not only consumer obsession with messaging that is driving the need for a Messaging+ strategy. It’s also the fact that the messaging opportunity aligns with many of the strategic objectives that businesses have today.

These include increasing self-service, speeding up the rate at which new products and services can be launched, increasing accessibility and reach, and improving operational performance. All of these objectives can all be achieved through the combination of messaging and customer journey automation.

But crucially, the use of messaging channels presents the opportunity to progress these strategic objectives while helping to differentiate brand CX (customer experience), improve customer service and ultimately create a stronger revenue stream through more engaged and loyal customers.

Achieving strategic goals while delivering a better experience for customers.

Improve operationalperformance

Increase reach and accessibility

Achieve CX and CS differentiation

Customer journey mapping

Increaseautomation

Accelerate the launch of new services

Messaging and customer journey automation


Prototype and test – A channel businesses should explore, starting with specific use cases and gradually ramping up channel use as desired results are delivered.

Shaping your Messaging+ strategy

Consumers want it. Businesses stand to benefit. Delivering the services, app-like interactions, and data-driven ‘micro-moments’ that stand to win customers and keep them coming back will happen over digital and mobile messaging channels.

However, the complexity of the messaging ecosystem is ever-growing. There are the current popular apps which continue to battle for users, the next generation of mobile native channels like RCS (Rich Communication Services), and existing technologies like WebRTC powered voice and video which is becoming increasingly relevant.

The pressing question is which channels do you prioritise to deliver a differentiating customer service experience? In the next part of the guide, we’re going to go through 7 channels and technologies that we at IMImobile believe are essential to your Messaging+ and app engagement strategy to support CX evolution. For each channel, we’re going to assign one of three ratings:

Which channels should you prioritise?

Integrate as soon as possible – A channel that has the penetration, capabilities and scalability to deliver immediate value to a business.

WhatsApp

Facebook MessengerSMS

MobileWebsite Mobile App

RCS

WebRTC WebChat

The smartphone is at the centre of CX transformation

through messaging

Wait for further development – A channel to keep on the radar as it continues to develop its audience and capabilities.


The channels and technologies redefining customer engagement1. RCS (Rich Communications Services)2. Facebook Messenger3. WhatsApp4. Twitter DM

5. In-app Messaging6. Push Notifications7. WebRTC


1. RCS (Rich Communications Services)Combining the engagement rates of SMS and the functionality of OTT, Rich Communication Services (RCS) spearheads the next generation of native mobile messaging channels.

A GSMA defined standard, championed by Google and delivered through Mobile Operators, RCS presents the opportunity to deliver app-like messaging experiences through a default mobile channel. No separate messaging app download is needed.

Using RCS, businesses can send different types of A2P communications, from simple text messages to engaging rich media messages that make use of buttons and carousels, suggested replies, tap-to-checkout payments, and much more. Retailers can use the channel to showcase products, make coupon redemption easier and add store locator tools. Banks can use proactive 2-way messaging to deliver fraud alerts and allow customers to authenticate transactions with a tap of a button.

Google has partnered with 60 global Mobile Operators and dozens of OEMs, meaning the RCS user base covers 1.8 billion smartphones worldwide. With the channel showing promise, global brands like 1-800 Contacts, 1-800-Flowers.com, Booking.com, DHL

Mexico, Snaptravel, and Subway are currently testing to see if RCS will help to deliver a better conversational messaging experience. There are currently 350 million monthly active users, which is projected to grow by 200% per year as more services are rolled out on the channel. By 2019, the GSMA projects the channel will have over a billion monthly active users, which would be the equivalent of any of the most popular messaging apps that exist today.

With its reach, rich media capabilities and ability to provide app-like experiences, RCS will become one of the core messaging channels businesses use to enable conversational experiences and increase self-service.

It’s a channel that businesses should start to explore as quickly as possible as it shows great promise for the future. The fact that it’s a mobile native channel gives RCS a massive advantage over messaging apps, with consumers instantly able to access the channel.

Currently, the only way to start using the channel is through the Early Access Program offered by Google and select messaging partners like IMImobile. If you’d like to know more about the channel and how you can get started, visit IMImobile’s RCS channel page.

Priority rating:> Branding> High-resolution photos> Videos and animations> GIFs> Audio messaging

> Image carousels> Delivery and read receipts > Suggested replies and action buttons> Rich cards> File transfers

Capability snapshot:

PROTOTYPE& TEST


2. Facebook MessengerBoasting 1.3 billion monthly active users, the social media giant’s messaging service is the closest to achieving global reach.

Facebook strives to become the leading messaging channel for conversational engagement with a steady stream of newly launched tools for businesses. With accessibility and ease of use a priority, the Messenger service provides a set of REST APIs that give businesses the tools needed to automate messaging-based experiences and journeys.

With positive feedback from consumers who have used the channel to engage with a business, Facebook has recently been working to address previously noted drawbacks to ensure they dominate 2018. An example is that in a recent update, they continue to address accessibility with the launch of a web plugin that enables Messenger to be integrated directly into websites.

Wanting to encourage their users to use Messenger to interact with a business, Facebook has just released a feature called Discover in the Messenger 2.0 update. Users can use the Discover tab to search for Messenger bots, nearby places and businesses. Ultimately, it’s

a new feature that helps users to learn more about any business and start a conversation.

Once that conversation has started, businesses can use rich media features like persistent menus, action buttons, suggested replies, templates, carousels, app integrations (e.g Google Maps), and much more, to shape interactions and progress customer journeys.

Chatbots act as the conductor of the channel’s messaging-based experiences, and have seen a rapid uptake with currently over 200,000 active bots deployed. The use case potential of combining bots with the use of Messenger’s rich media features is indisputable. On one of the most used channels in the world, a business could deploy a multi-function bot that acts as a 24-hour concierge to answer FAQs, act as a sales advisor, pass enquires to agents, and be the forefront of crafted promotions.

With its reach, features and dedication to enabling conversational engagement, Facebook Messenger is a priority channel for businesses to integrate into their Messaging+ strategy.

> Branding> High-resolution photos> Videos and animations> GIFs> Audio messaging> Image carousels

> Delivery and read receipts > Suggested replies and action buttons> Rich cards> QR codes > mCommerce

Capability snapshot: Priority rating:


3. WhatsAppOne of the most popular messaging apps in the world, WhatsApp now has 1.5 billion monthly users and sees 60 billion messages being sent every day. With its user base well established, WhatsApp for Business was announced in early 2018.

Owned by Facebook, WhatsApp’s feature list is similar to that of Facebook Messenger, with features including quick replies to FAQs, greeting and away messages, rich media, action buttons, chatbots, and messaging analytics to back up the channel.

Despite the similar functionality, WhatsApp has some differences to its Facebook counterpart. On Facebook, messages can only be sent once a customer has contacted the business and the customer’s user ID (PSID) is known, whereas on WhatsApp only a phone number is needed to begin messaging once consent has been gained.

While smaller businesses have been their focus, WhatsApp plans to scale their offering for global enterprises and has started the process of verification, with authenticated accounts being given a green checkmark.

WhatsApp’s huge user base makes it a very attractive channel. However, the enterprise version, designed for businesses with large global customer bases, is still being tested and developed. Details on the specifics are scarce at the moment, but some features have started to be reported. For example, WhatsApp is said to be expanding its payments functionality to include customer-to-merchant transactions, as they have foreseen the desire for businesses to monetise their interactions over the channel.

Currently, there is no set date on when WhatsApp’s enterprise offering will be fully launched. Businesses have been invited to start using the channel, participating in a beta testing program that’s helping WhatsApp to develop their enterprise solution, which will likely be made available through an API.

At this moment in time, the channel is great for small businesses, but it’s not ready for the scale that larger businesses need, who we advise to prioritise other channels first and wait for WhatsApp’s full offering to be launched.

> Branding> High-resolution photos> Videos and animations> GIFs> Audio messaging

> Image carousels> Delivery and read receipts > Suggested replies and action buttons> Rich cards

Capability snapshot:

Priority rating:


4. Twitter Direct MessagesTwitter Direct Messages is the messaging channel of the 328 million monthly active user strong social media platform.

While Twitter’s focus has been its main micro-blogging platform, they have recognised the need to shift sensitive business-customer interactions from public tweets to private engagement and resolution. Since then, they have been dedicating time to improve how Direct Messages can be used by businesses for marketing and customer service.

There have been a number of important changes to how Twitter enables engagement. A recent update has introduced adaptive rate limits which helps to ensure that businesses can always respond to customers who privately message them, even when inbound volumes are high. This means that for every message a customer sends, a business can send 5 back in 24 hours.

Another recent update is to their real-time capabilities with the release of the enterprise version of the Account Activity API. The API provides real-time data on tweets, mentions, followers, received direct messages, button

interactions and much more. Developers can use the real-time data to build responsive apps and chatbots, that can be used to respond to users on their brand’s page and bring them into the Direct Messages channel.

In addition to bots helping businesses to draw users to the channel, Twitter recently announced the launch of Direct Message Cards. These consist of promoted or shared adverts with up to four CTA buttons. Once a customer clicks on a button, they are taken to Twitter Direct Messages where a one-to-one conversation can be started, and customers can access the advertised service or promotion.

The channel is being used for a variety of use cases, for example Transport for London are using Direct Messages to provide users with real-time train updates, while one of the UK’s biggest supermarkets is using the channel as a way of enabling multiple self-serve options like stock availability and locating the nearest store.

Those businesses that have a strong presence on Twitter should look to quickly start taking advantage of the latest improvements to the channel.

> Branding> High-resolution photos> Videos> GIFs

> Welcome messages> Quick replies> Delivery and read receipts



5. In-app Messaging While not a new channel, in-app messaging is an essential tool for businesses to increase app usage by improving the user experience.

Delivered directly within the app itself, in-app messages typically look like a pop-up window or banner that can include images, text and a call to action with a deep link to take customers to a certain destination within the app. Because the channel sits within the app, businesses have total control over message content and design.

As the message is delivered while a customer is using the app, research has found that this helps to drive engagement, with in-app messaging typically receiving 8x the direct response rates of Push Notifications.

Some savvy brands have been using the channel’s high level of user engagement to their advantage. To kick-off their app experience the right way, some have set up automated customer journeys that can detect when a new user opens up the app for the first time, which

then triggers an in-app message that advertises an app tutorial.

It’s this real-time nature that sets the channel apart, with data playing a crucial role in how to the channel is used. For example, working out when is the most opportune moment to engage a user with an in-app promotion that shows similar items to their purchase history. Another example is identifying who are the biggest app users, who already know the value of the app, and then tempting them into inviting their friends with a message advertising a personalised reward for clicking the invite button.

Whether the message is a simple text-based banner or a HTML5 full-pager, in-app messaging is an essential channel for enabling contextual and interactive customer experiences. Our recommendation is that businesses quickly start to integrate the channel, as it can almost immediately help to increase app usage and retain customers.

> Guaranteed delivery > High-resolution photos> Videos > File attachments

> Interactive notifications> Device sync > Delivery and read receipts > Communication triggers



6. Push NotificationsPush Notifications allow businesses to deliver messages to a mobile device’s home screen. They are a direct method of engaging customers, as notifications don’t get caught up in junk folders or spam filters. That’s why click-through rates almost double that of email. It’s a complimentary channel used in tandem with in-app messaging, where Push Notification brings the customer into the app and in-app messaging engages them once they’re in.

Evolving from being very SMS-like and with interactions consisting of text and emojis, Push Notifications can now include rich media like images and buttons to help businesses grab customer attention and drive action.

Another capability that’s driven the relevance of Push Notifications is the use of Deep Links. Helping to improve campaign experience and performance, Deep Links take users to a specific page within an app. This allows for messages to be highly targeted and action orientated, with a seamless transition between what’s advertised and the relevant app page. For example, a marketer can send a Push Notification to advertise an item in the sale, and then increase performance by using a Deep Link to take users straight to the check-out page.

Push Notifications play an important role in customer outreach and journey automation. They can be paired with process, data, geo-location, and other types of triggers to engaged users at the most relevant moment to drive action. For example, a retailer can use in-store WiFi to detect when a customer enters a store, which triggers a Push Notification with an in-store promotion.

While Push Notifications are being used for a variety of purposes, including sending updates and transactional receipts, service and feature advertisements, and converting unknown app users into known users, it’s a channel that has its limitations. It isn’t suited to trying to educate customers as messages need to be short and precise, and it’s a channel that must be balanced, with too many push messages resulting in potential app uninstalls. If the notifications don’t provide value, then businesses simply risk alienating the customer.

Integration is relatively simple, with vendors offering SDKs to incorporate Push Notifications into existing Android, iOS and web applications. It’s worth noting that each OS has its own capabilities, for example on iOS users can turn sounds off. But with the ability to get started quickly and a slight cost benefit over SMS, businesses should look to add Push Notifications to their app engagement strategy.

> Guaranteed delivery> High-resolution photos> Videos and GIFs

> Delivery and read receipts> Deep links



7. WebRTC Technology With typical channels, communications pass through a cloud or some other centralised infrastructure. Web Real-time Communication (WebRTC) changes all that with its peer-to-peer approach as communication happening directly between browsers and apps.

While classed as technology, not a channel, WebRTC is too relevant to ignore. It is an open-source protocol that embeds real-time voice, text, and video communications capabilities into web browsers. One of its most compelling advantages is that it does not require specialised software applications or browser plugins for communication, it uses JavaScript APIs for the easy exchange of communications. This means there is no need for customers to download an application. Currently, WebRTC is available in Chrome, Opera, and Mozilla Firefox web browsers. It is also available for apps on iOS and Android.

One of the channel’s most compelling use cases is helping businesses to improve customer service. Customers can simply click an embedded button on a

website or app and then be instantly connected to an agent via video chat who can use co-browsing features to solve the issue quicker by having the ability to see what the customer sees. As this is all browser based, it can be accessed from any digital device, vastly reducing the effort needed for a customer to make contact.

Already powering the voice and video capabilities of Google Hangouts, Facebook Messenger, Amazon’s Connect, Alexa, Chime, and Mayday services, analysts forecast that the global WebRTC market will grow at a CAGR of 34.37% between now through to 2021.

What makes WebRTC particularity useful is that it can be integrated into existing communication infrastructure for transmitting voice and video, and many voice and video providers already support the channel. Although businesses might be cautious with VoIP communications and how secure they are, WebRTC comes standard with Secure RTP (Real-time Transport Protocol) and is ready to play a key role in improving customer service.

> Live video streaming> Audio messages and audio streaming> File transfer

PROTOTYPE& TEST



The Channel OrchestrationChannel integration is the first step, orchestration and automation across business processes to improve operational efficiencies is where the magic happens.


The challenge, how to take control of a complex customer communication ecosystem?No matter which of the messaging channels featured in the previous section that businesses deem a priority for their Messaging+ strategy, their end goal is to provide omnichannel experiences and services across an ever-changing portfolio of touchpoints.

With a growing customer base, siloed legacy infrastructure and expanding number of channels, trying to achieve this omnichannel CX vision runs the risk of creating a complex mess of bolted-on tech siloes.

Developers will struggle to keep up with the pace of required change, held back by a fragmented list of suppliers, silos of code and systems, and no data foundation, which will result in an uncoordinated experience for customers. Facing these challenges, businesses won’t be able to create the automated customer journeys that not only use channel rich media features, but are also personalised, contextual and connected across the business.

To enable this omnichannel brand messaging experience, businesses need to have a unified channel view, so they can chain events, processes and business systems together. This way, changes to a field engineer appointment are automatically fed into operational systems after a WhatsApp notification, or a customer can complete an abandoned basket purchase on a website after a RCS reminder is triggered. All without the need for the customer to leave his preferred communication channel of choice.

Complex and timely integration ofnew channels

Channels, business process

and data siloes

Multiple channels,vendors and APIs

No unified view of channels, active customer journeys

and messaging services

SALES

MARKETING

SUPPORT

OPERATIONS

EMAIL

VOICE

PUSH

SMS

TWITTER

WECHAT

MESSENGER

WHATSAPP

2


The value of a Cloud Communications Platform to your Messaging+ strategyAny business looking to solve the challenges set out on the previous page should look for a solution that combines CPaaS capabilities with the ability to automate end-to-end customer processes, while seamlessly integrating with back-end systems. Such a solution acts as an orchestration layer that enables for the intelligent, context-aware automation of customer communications across channels and systems.

The orchestration layer sits between pre-integrated communications channels and existing business systems providing the digital hub that manages two-way customer interaction. Customer journeys are mapped via ‘drag and drop’ workflows, that pull in data across the business systems, use integrated channel functionality, and are mapped to different process triggers and events.

In summary, a Cloud Communications Platform enables a business to:

> Simplify multi-channel integration, allowing for newer channel communications to be easily weaved into existing customer journeys.

> Increase business agility by enabling new or enhanced customer journeys to be launched at much faster pace.

> Easily setup reusable integrations with back-end systems, customer journeys and processes, enabling end-to-end automation that can close the fulfilment loop.

> Centralise communications into a single hub for inbound and outbound customer interactions.

SALES

MARKETING

SUPPORT

OPERATIONS

EMAIL

VOICE

PUSH

SMS

TWITTER

WECHAT

MESSENGER

WHATSAPP

2

Customer CommunicationOrchestration Platform

Access & integratemessaging channels

Design interaction& comms flows

Integrate & orchestrateacross business systems


An example of messaging orchestration

Real-time updates to data stores

Data intelligence

Alerts and triggers

Rich media interactions

Seamless agent handover

Chatbot

If the customer journey can’t be completed, a chatbot can’t understand the customer, or the customer has a high priority enquiry, then the conversation can be seamlessly passed to an agent on the same channel.

Machine learning or rule-based chatbot acts as the brand representative on the channel, conducting and progressing messaging based customer journeys.

Rich media carousels and buttons are used to present choices, increase convenience and progress customer journeys through a single tap.

Data and customer information can be pulled from business systems to facilitate for context aware communications and end-to-end customer journeys.

Any changes that affect service delivery, customer data, preferences, workforce management, etc, are tracked in real-time and automatically fed-back into business systems.

Integration with underlying business systems and processes enable triggers to be created to automate the sending of customers communications, which can include everything from high priority alerts to promotional campaigns.


What are the implications for engagement channels like SMS, email and IVR?

You may be thinking, why didn’t we include SMS or email in the channel breakdown? Surely, they are still essential to a business’ engagement strategy?

Yes, these existing channels will still form part of marketing, customer service, CRM, and other communication strategies for years to come. But with the conversational shift and importance of app-like experiences, these traditional channels are starting to be augmented where possible in favour of newer richer messaging channels. Over time, channels like SMS, email, and IVR will steadily become focused on either specific use cases, or arguably used as an automated fall-back when a customer can’t be engaged via the channels we’ve featured in the guide.

This is where customer journey orchestration again shows its value, as businesses can lead with a mobile-first messaging strategy and then automate the use of traditional channels. For example, businesses could lead with RCS but then automate the routing and use of SMS for those customers who’s old smartphone does not support the channel.

Built on IMIconnect, the above flow shows a customer journey that leads with Push Notifications, but falls back to SMS if an error occurs. Errors can include if immediate delivery doesn’t occur because the customer is offline or the Push Notification isn’t engaged within a set amount of time.

Messaging+ is about intelligent multi- channel customer engagement.

Start

End onerror

End onerror

Push

Push

End onerror

</>

Evaluate

http

HTTPRequest

Evaluate

Evaluate

Send

Send

News

Sport

SMS

SMS


What to look for when selecting your Cloud Communications PlatformConfigurability of customer interactions on multiple channels (preferably via low-code approach)Traditional CPaaS vendors do a good job opening up access to multiple channels, but their offering is mostly limited to communication APIs. This entails a programming-intensive approach that limits the speed at which new customer journeys can be rolled out and integrated into processes.

Businesses need to look for a Cloud Communications Platform that leads with a “configure, not code” approach for creating customer journeys. This low-code approach not only enables platform users without developer skills, but also speeds up the pace at which they can adapt and launch new customer journeys.

Scalable infrastructure and data securityA high-performance runtime engine, elastic scaling, compliance with data security requirements and other regulatory requirements, secure integration options, rich reporting, and dashboards, are some of the key requirements that a Cloud Communications Platform should provide.

Plug-and-play integration into back-end systemsCustomer journeys typically involve looking up information (e.g. account status, balance or customer tier), updating data (e.g. address) or invoking an action (e.g. new product or service activation) across disparate back-end systems. They also involve using third party services such as credit check and address verification.

A key feature to look for is the ability to quickly set up reusable integrations with desired third-party and back-end systems over a variety of interfaces, such as REST/SOAP, APIs, FTP/sFTP, message queues, etc.

Complimentary services to help maximise investment Businesses shouldn’t just base their decision on platform capabilities, but also evaluate the vendor’s complimentary services. Can they help to implement services?

If needed, do they offer adequate training and consultation? Do they offer service level management and dedicated account management? To maximise the return on their investments in a platform, these additional services are a must.


Start using 10+ messaging channels out-of-the-box with IMIconnectIMIconnect enables the end-to-end automation of customer journeys with out-of-the-box access to 10+ messaging channels (SMS, Facebook Messenger, Twitter Messages, Push Notifications, RCS, Email, Voice, In-app Messaging, WhatsApp, WeChat), easy-to-setup integrations and low-code tools which help to accelerate the launch of CX automation projects by 10x or more. Customer journeys that took months to develop can be built and launched in days using a combination of APIs, adaptors and a visual drag-and-drop flow builder.

For more information about the platform and how it can enable your Messaging+ strategy, use the button below.

Sign-up for a free trial

About IMImobile

IMImobile is a cloud communications software and solutions provider that enables companies to use mobile and digital technologies to automate customer journey’s and processes to improve customer experience. Our software helps enterprises to utilise mobile and digital messaging channels across marketing, customer services and IT to integrate and manage front end digital interaction channels with back-end fulfilment systems.

IMImobile’s CX automaton cloud solutions manage overs 22 billion messages, 42 billion commerce transactions a year across 80 countries. Organisations that trust us to deliver smarter digital customer engagement include Centrica, AA, O2, EE, BT, Foxtons’s, Pizza Hut, Vodafone, Aircel, Airtel, AT&T, MTN, Universal Music, and three of the major retail banks in the UK.

IMImobile is headquartered in London with offices in Hyderabad, Atlanta, Dubai and Johannesburg and has over 1000 employees worldwide. IMImobile is quoted on the London Stock Exchange’s AIM market with the TIDM code IMO.

www.imimobile.com

A guide to new conversational messaging channels · A guide to new conversational messaging...

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