How brands are using rich messaging to boost customer engagement

Topic: Marketing, RCS

Rich messaging is a type of messaging that will help you deliver a richer, more engaging experience than SMS. It can be applied to a variety of modern messaging channels, including WhatApp, Facebook Messenger and RCS (rich communication services). Rich messaging include things like branded messages, secure payments, product carousels, high-res images and videos.

Basically, these are all features that help to provide a more interactive, richer messaging experience that ultimately boosts customer engagement.

Here’s how real-life businesses are using rich messaging to improve their customer engagement.

1. Overstock’s all-in-one customer support

US-based internet retailer Overstock offers its customers a native messaging experience all in one place – their smartphones. Customers can easily access information related to their purchases, such as order confirmations, delivery updates and the option to rate their purchases.

It’s not just automated responses either – they can connect directly with the customer service team if they require additional support.

2. Netflix’s personalised messages

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Streaming giant Netflix has teamed up with messaging app WhatsApp to offer users recommendations via chat. If users have both Netflix and WhatsApp installed on their phones, they can choose to link the services. They can then receive WhatsApp messages about their Netflix account and personalised TV and film recommendations.

And of course, there’s also the option to reach out to Netflix’s customer support team if users are experiencing connectivity issues.

3. Accor Hotels’ option to chat with hotel staff

If you’re staying in a hotel and you want to contact the reception or other facilities, what’s your first instinct? Most people would pick up the phone or walk down to reception. Not at an Accor Hotel!

In 2018, Accor Hotels rolled out WhatsApp across 90% of their properties that are run from a mobile operating system. While guests can still ring or visit reception, they can also use WhatsApp to order room service, make a restaurant reservation, ask for housekeeping, be sent receipts and more. 

4. ChiTransitBot’s real-time train updates

Travelling via a Chicago Transit Authority (CTA) train? There’s no need to scour the web or timetable boards to find out arrival and departure times. The ChiTransitBot offers travellers up-to-date travel information, directions and even the option to save their favourite stops.

5. KLM Royal Dutch Airlines’s quick and easy flight-related information

When you’re booking a flight, you expect to be emailed your booking confirmation, boarding pass and all other relevant information. Imagine if you could receive all of this via messaging. Well, this is what you get with KLM Royal Dutch Airlines.

In addition to call centres, Facebook Messenger and Twitter, the airline also uses WhatsApp Business as one of its official customer service channels. It’s much easier and faster for passengers to receive and request information related to their flights.

Elevate your customer experience with rich messaging

While price and product/service are still differentiators, customer experience is what will make or break customer loyalty. Think along the lines of asynchronous communication – both customers and customer service agents being able to converse at a time and place that suits them. 

For customers, it’s more convenient. There’s no need to email and wait three working days for a response, or pick up the phone and sit in a queue. For businesses, it’s more efficient. Chats are automatically saved so picking up conversations is easy. Also, certain interactions can be automated, with the option of escalating to a human agent. 

Additionally, customers are already using messaging apps, such as WhatsApp and iMessage, to communicate with family and friends. So, why not give them the option to connect with their favourite brands too? 

Rich messaging can offer you a conversational customer experience – in other words, the kind of excellent experience your audience is looking for. Where do you start? What does that look like for different industries?

Download our ultimate guide to learn more.

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Jonathan Walsh