messaging+ - eln) - events · driven ‘micro-moments’ that stand to win customers and keep them...

Messaging+A guide to new conversational messaging channels

2Textlocal IMImobileMessaging+ | More information [email protected]

ContentsYour Messaging+ strategyThe messaging opportunityShaping your Messaging+ strategy

The channels and technologies redefining customer engagement1. Apple Business Chat2. RCS (Rich Communications Services)3. Facebook Messenger4. WhatsApp5. SMS 6. In-app Messaging7. Push Notifications8. Email

The Channel OrchestrationThe challenge, how to take control of a complex customer communication ecosystem?The value of a Cloud Communications Platform to your Messaging+ strategy

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Textlocal IMImobileMessaging+ | More information [email protected] 3

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%1 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%2 of app users churn within 90 days and 23%2 abandon after just one use.

Exacerbating the app challenge, 51%3 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 reportedly3 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 customer experience differentiators that your business can own today.

1 techcrunch.com 2 localytics.com 3 businessinsider.com


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 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 customer experience and customer service differentiation

Customer journey mapping

Increaseautomation

Accelerate the launch of new services

Messaging and customer journey automation


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), are 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 8 channels and technologies that we at Textlocal believe are essential to your Messaging+ and app engagement strategy to support customer experience evolution.

Which channels should you prioritise?

Email

Facebook MessengerApple Business

Chat

MobileWebsite

In-appMessaging

RCS

SMS WebChat

The smartphone is at the centre of customer experience

transformation through messaging


1. Apple Business ChatApple Business Chat is a new way for consumers to connect directly with businesses through their Apple devices – iPhone, iPad, Mac and Apple Watch.

Business Chat was launched as Beta in March with iOS 11.3 to offer businesses a conversational messaging channel to engage with customers. Since then, a number of businesses in the US have deployed services, such as 1-800-Flowers.com, T-Mobile, TD Ameritrade, The Home Depot, Hilton and Dish. With the launch of Business Chat in other regions on 2nd October, 2018, we expect to see other businesses adopt the channel rather quickly.

Apple has created a number of entry points from Safari, Maps, Search, and Siri for its 1.3 billion users to initiate a conversation. When searching for a business on Spotlight, for example, or within Place Cards in Maps, users can simply use the Business Chat button to start engaging with a business.

Once the conversation has started, customers can gain customer service support, ask for information, schedule appointments, or complete purchases with Apple Pay, all from within the Messages app. To help craft smooth, frictionless messaging experiences, businesses can take advantage of menus, action buttons, time and list pickers, and rich media.

However, businesses should be aware of Apple’s conversational messaging guidelines and best practices. These were established to ensure that all users receive timely and hassle-free customer support. For example, businesses need to respond to customer inquiries within less than one hour or virtual assistants and bots must always have an intelligent agent fall-back.

Businesses with a large number of Apple customers, or those looking to acquire more, should put Apple Business Chat at the top of their customer experience priority list.

Currently only a few selected number of messaging providers are Apple approved CSPs. If you are interested to roll out Apple Business Chat soon, you should look for a provider that can not only supply Business Chat APIs, but also provides the software to help orchestrate end-to-end customer journeys across all your other communication channels.

> Branding> High-resolution photos, videos and animations> GIFs, image carousels and visual menus > Action buttons> Trigger keywords

> Delivery and read receipts> Audio messaging > Payments and mCommerce> Agent handover > File transfers

Capability snapshot:


2. 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 Textlocal.

> 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



3. 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.


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



4. 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.


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



5. SMSThe original messaging function of the mobile phone and still widely used by consumers and businesses alike. SMS (Short Messaging Service) is exactly that, a 160-character message (or more to span over 2+ messages) which can be received by all mobile phone users. And right there is its power, it reaches all 95% of the UK adult population who have a mobile phone with unrivalled open rates. SMS doesn’t depend on the recipient having an app installed or having a profile on a particular social network. It is embedded in, and native to, practically every mobile phone on the planet.

The evolution of the SMS into a messaging channel utilised by businesses, took place over 15 years ago and since then its grown in popularity. Best utilised by companies wishing to confirm appointments, confirm delivery dates and more recently to send electronic tickets for flights, rail journeys and concerts.

SMS is a store-and-forward service, so when a text message is sent, the message does not go directly to the mobile phone. Therefore, if the phone is turned off or out of signal range, the message is stored in the SMSC until the mobile phone is turned on or back in range, at which point the message is delivered.

In addition to individual messages, SMS can be used to send to a large number of people at a time, enabling the same message to be distributed quickly and simply. When delivered in an A2P (Application to Person) environment, communication is initiated from a business application, and not an individual’s mobile phone. Typical examples of A2P SMS include automated banking notifications, critical alerts, SMS-based two-factor authentication.

In recent years, SMS has evolved so a richer interaction can be achieved with the customer when used at the critical points in the customer journey.

> Delivery and read receipts> File transfer> Quick replies> Embed links

> Embed tickets, vouchers and coupons> Authentication> Ubiquitous and accessible> MMS ONLY: Send multimedia content (including pictures, sound clips, videos)



6. 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 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



7. 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



8. Email Since the inception of the internet, email has pretty much been the one constant, especially in business terms. However, with the way the world is changing and evolving these days, it’s easy to assume that email is an outdated and obsolete idea and that businesses would do better without it. Email is a powerful marketing tool, and it’s important to understand why email still plays such a big role in the business world.

Email marketing is very trusted and cost-effective, with easy implementation, easy measurability and if it is done correctly it drives great insight into consumers behaviours and how your specific brand engages with customers.

Email in business can be used for intra-company communications, marketing purposes and coordinating with business partners, suppliers and customers. Email is the modern and widely used business communication system that is supported by Information Technologies.

Communicating by email is almost instantaneous, which can enhance communications by allowing for quick dissemination of information and fast response to customer inquiries

Using email can greatly benefit businesses as it provides efficient and effective ways to transmit all kinds of electronic data.

However, email has suffered in recent years from bad press, with unsolicited emails overwhelming email systems. And the sheer volume of email messages received, important messages can get missed amongst a plethora of emails in an inbox, or even filtered out of the inbox before the user even sees it.

> Delivery and read receipts> File transfer> Branding

Capability snapshot:> Photos, Videos and animations> Embed links> Larger volumes of content


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 multi-channel 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 multi-channel customer experience 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 multi-channel brand messaging experience, businesses need to have a unified channel view, so they can chain events, processes and business systems together.

SALES

MARKETING

SUPPORT

OPERATIONS

TWITTER

WECHAT

MESSENGER

RCS

SMS

EMAIL

VOICE

PUSH

ABC

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

Customer CommunicationOrchestration Platform

Access & integratemessaging channels

Design interaction& comms flows

Integrate & orchestrateacross business systems

TWITTER

WECHAT

MESSENGER

RCS

SMS

EMAIL

VOICE

PUSH

ABC

2

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messaging+ - eln) - events · driven ‘micro-moments’ that stand to win customers and keep them...

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