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Introducing Engage Messaging: Continuous conversations across all devices for a better customer experience

Ring Central Blog


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5 min read

If you want to break away from your brand’s competitors, you know why focusing on customer experience (CX) is so important. 

You know that offering the best customer service possible is a differentiator. That’s even more true when:

Today’s consumer wants instant support and quick answers. If you want to learn how to give customers the options they want, this blog post will help.

Let’s dive right in…

There’s a problem with customer experience: what customers really think about your customer service

For customers — especially those with an issue or trying to complete a purchase — getting in touch with a business can be challenging.

Too often, interacting with “customer service” provokes feelings of frustration because of the amount of time involved:

And that’s why when given the choice, 75% of customers prefer to use private messaging over traditional customer service channels. They’re looking to reach out on their terms and schedules, and the ability to contact your business using familiar apps.

This makes sense when you consider the massive consumer adoption of messaging.

If you think this phenomenon is limited by age or generation, you’d be wrong. The truth is people prefer message to message than phone calls or emails across all generations. According to data from BT & Cisco, more than 60% of respondents prefer messaging:

In other words, customers want to be able to message a business at their convenience, on any device.  

Unfortunately, there are shortcomings with traditional channels like phone and email. These constraints include: 

The second thing to pay attention to is that offering customers convenient service options doesn’t only benefit them; it benefits your business as well. Digital support channels are easy-to-use. They also have rich features that can help your agents solve issues. Lastly, they’re actually easier to manage than synchronous channels.

Businesses aren’t reacting to changing customer demands

According to PwC, more than 70% of consumers say speed, convenience, helpful employees, and friendly service matter most. And, of course, companies who prioritize technologies that deliver these benefits, have happier customers. 

This is especially true when it comes to a customer with questions about their purchase. 44% of consumers say getting their questions answered by a live person during an online purchase is one of the most important features a website can offer.

Yet, despite more than half of all chats coming from mobile devices, 42% of businesses think customers prefer phone support.

The option of chatting with a live customer service agent provides consumers with instant support, quick answers, allows them to avoid phone conversations, and is faster than email. 

But, even live chat falls short in certain situations.

For example, because live chat is a synchronous channel that requires agents and customers to be online at the same time, you can experience time zone issues. Also, there’s no history of conversation or ability to switch from web to mobile. If you get disconnected, you lose your chat session.

Finally, live chat isn’t optimized for mobile usage and the growth of mobile e-commerce.

Let’s take a closer look at why asynchronous communication (like messaging) is more suited to your customers’ habits and preferences.

Maybe it’s time to ask…

What does the future of customer engagement look like? 

Brands who want to remain competitive will need to adapt to consumers’ higher expectations.

For instance, data shows high-performing CX organizations are more than 9X likely to integrate data from multiple sources, analyze customer interactions across channels, and engage customers optimally across channels.

To be clear, that means meeting your customers where they are. 

In a best-case scenario, you should be able to offer your customers a fast asynchronous mix of live-chat and messaging.

That’s why we’re rolling out messaging with Engage Digital.

The Engage messaging feature is a new feature of RingCentral’s Engage Digital platform that combines live-chat functionality with messaging. Available, on mobile or desktop, it guarantees a continuous conversation across all your customers’ devices for a better experience.

Now, your customers can engage or continue a conversation with your brand at any time and from any device.

Imagine, an experience that offers:

Plus, the Engage messaging feature offers a few advantages over regular live chat including:

The Engage messaging feature is the best of both worlds, combining the best parts of live-chat and messaging. Plus, it allows you to work from a better knowledge of your customers giving you information from their customer account and conversation history.

The takeaway

Today’s consumers prefer private messaging to traditional customer service channels. 

If you want to give your customers the options they want, offer them the ability to have a conversation with your brand at any time, from any device.

Hopefully, this blog post answered some of your questions and shed light on your customers’ preferences to make it easier for your team to deliver a CX that leads to increased revenue, customer loyalty, and a consistent experience across all channels.

Find out more about RingCentral’s Engage Digital messaging feature and how it can help you connect on the channels your customers prefer here


Originally published Jul 29, 2020, updated Jun 15, 2021

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