Whether you’re exploring adding messaging as a channel or responding to consumer preferences for conversational support, consider the following:
→ Get customers’ permission.
More than half of consumers say it’s important that businesses make it easy to opt-out (54%) and give them the option to choose the channel on which they receive messages (52%). It’s also the law.
Before sending any kind of communications, companies should first receive consent from customers (and periodically reconfirm consent for recurring campaigns). Giving customers control to choose signals that your company respects their time and helps to build greater trust. For many rich messaging platforms, businesses aren’t able to engage unless a customer initiates the communication, or are only able to send pre-vetted messages.
→ Personalize what and how you communicate.
Consumers use different channels for different needs, and businesses need to adapt and mold to suit their use-cases. A third of consumers say businesses are contacting them over the wrong communication channels.
Individuals want their unique preferences honored. Let customers identify the types of communications they want and how to receive them. Personalization improves consumer trust—and that’s especially true for younger consumers. A Twilio-commissioned study found Gen Z/Millennials are more than twice as likely (40%) to say personalization increases their level of trust in business messaging.
→ Consider the role of AI and automation.
Conversational messaging can be deployed at nearly every stage of the customer journey: a product expert can help convert, support can help to retain consumers when a challenge arises, and the whole team can serve and grow. That doesn’t mean it always has to be a human on the other end.
Using automation or intent recognition allows intelligent routing of customer requests based on location or inquiry, and a bot can field common inquiries and escalate to a human as needed.
Increasingly, combining intelligent automation and conversational messaging improves the customer and agent experience. Utilizing a bot for certain questions or needs, transitioning seamlessly to an agent, back to a bot, and back to an agent again as needed—entirely within a customer’s chosen channel—gives businesses the ability to both solve issues without human intervention and allows agents to be more responsive and field more inquiries (because the interaction isn’t a 1-to-1 voice call).