How to Create Your Blueprint for Mobile Messaging

Learn how to use mobile messaging to build a better customer experience. This framework will help you develop an effective strategy for your business.

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How to Create Your Blueprint for Mobile Messaging

In a relatively short time, mobile messaging has eclipsed all modes of communications as how we connect, share, and engage in conversations. It’s the primary way people communicate over mobile devices today. Mobile messaging includes SMS-based texting, in-app chat, push notifications, and messaging apps like Facebook Messenger and WhatsApp.

Businesses are increasingly using messaging as a preferred medium over calling and email to engage with customers on their mobile devices. Whether it’s coordinating a vacation rental or checking a recent banking transaction, mobile messaging is reshaping entire industries. Mobile messaging is a more immediate form of communication than email or other options. And, more importantly, it’s what people prefer. Businesses that successfully use mobile messaging create communication experiences like customers have with their friends and family.

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Reach Your Customers the Way They Want to Be Reached

Consumers have been quick to adopt mobile messaging. In fact, 97% of Americans use messaging at least once a day. However, businesses have struggled to incorporate new messaging technologies as a customer engagement channel. Only 40% of businesses support messaging as contact channel. Part of the challenge in adopting mobile messaging for business use is that there are too many messaging options. Customers can be reached through SMS, in-app chat, push notifications, and any one of the dedicated chat apps like Facebook Messenger and WhatsApp.

The bigger problem is that none of these options has perfect reach. Businesses have to orchestrate the same message across many different messaging channels to reach all customers and reach them over their preferred channel.

A Framework for Successful Messaging

Navigating the mobile messaging landscape can be tricky. To help you develop an effective mobile messaging strategy for your business, we have created the following four “I”s framework.

mobile messaging framework

  1. Know your messaging interfaces You have many messaging technologies to choose from: SMS, push notifications, in-app chat and messaging apps. There isn’t one single messaging interface that works for all of your customers. Select the best interface based on what you are trying to communicate and your customers’ preference. mobile messaging cheat sheet
  2. Formulate your messaging integration. The way you include messaging or chat into your mobile or web app experience makes customer interactions more productive. Contextual information influences the channel you use to reach the customer, how you route your message internally, and how you engage in customer conversations.
  3. Boost your messaging intelligence. Intelligence is the key to delivering human-style messages at scale. Add intelligence to help you engage with larger numbers of customers efficiently, without sacrificing the quality of the user experience. A hybrid approach with human-assisted bot—where bots handle most requests and fall back on human agents if needed—is also gaining adoption.
  4. Build your messaging infrastructure. How you build messaging interaction into your mobile and web apps dictates what you can and can’t do. It defines what workflow is possible, how you leverage other business systems, and where messaging fits in to the customer journey. You have the choice between building everything from scratch, purchasing an off-the-shelf SaaS solution, or using a cloud-based platform. To maximize the effectiveness of your mobile messaging strategy, take into account the strengths and weaknesses of each mode of communication.

traditional vs apis

Cloud Building Blocks for Messaging

Until recently, most businesses have considered mobile messaging infrastructure as a choice between two approaches. Either you build the infrastructure from scratch and have ultimate customization and control, or you purchase an off-the-shelf SaaS offering and forgo customization for the sake of simplicity.

A third option which has become available more recently is to use cloud building blocks for messaging. In this case, services are delivered from the cloud using APIs. These building blocks are built from the ground up to serve developers. With this approach, you effectively get the customization of a build-your-own architecture without the drawbacks of a rigid SaaS system. Cloud-based building blocks are easier to procure, highly scalable, and let you adapt quickly to address market changes. In the case of mobile messaging, businesses are using APIs to add messaging to existing software applications, creating more relevant and contextual communications.

A Blueprint for Mobile Messaging

Now that you understand the basics of the framework, you may have some specific questions that pertain to your business. What channels do your customers prefer and when? What channels make the most sense for your use case? How do you start chatting with a customer on one channel and then move to another? What about failover?

To answer these questions and more, we created the “Blueprint for Mobile Messaging” white paper which offers a framework based on what we’ve learned from our customers like Uber, Airbnb, and Nordstrom that have lead the charge into mobile messaging. We created it to be your map to building a better customer experience.

mobile messaging blueprint

Read this white paper to learn how to:

  • Improve user experience by communicating with their customers the way they want to.
  • Use mobile messaging to solve the customer communication problem.
  • Choose the right mobile messaging interface.
  • Deliver the right information at the right time.
  • Integrate mobile messaging in your infrastructure.
  • Minimize the cost of phone-based support.
  • Use intelligent insights to tailor the experience for the customer.

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