{"id":39343,"date":"2019-02-01T00:00:00","date_gmt":"2019-02-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/digital-customer-engagement-billions-of-messaging-users-cant-be-wrong\/"},"modified":"2022-12-30T06:41:31","modified_gmt":"2022-12-30T14:41:31","slug":"digital-customer-engagement-billions-of-messaging-users-cant-be-wrong","status":"publish","type":"post","link":"\/us\/en\/blog\/digital-customer-engagement-billions-of-messaging-users-cant-be-wrong\/","title":{"rendered":"Digital Customer Engagement: Billions of Messaging Users Can\u2019t Be Wrong"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-27570\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/aerial-top-view-road-roundabout-intersection-in-the-city-at-night-picture-id1046848748.jpg\" alt=\"\" width=\"1200\" height=\"675\" \/><span style=\"font-weight: 400\">One thing I\u2019ve learned in my career is that you never know when a learning moment might arise. I had one recently at our <\/span><a href=\"https:\/\/connectcentral18.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">ConnectCentral<\/span><\/a><span style=\"font-weight: 400\"> event. As part of demonstrating the messaging capabilities of our <\/span><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">digital customer engagement<\/span><\/a><span style=\"font-weight: 400\"> solution, I asked attendees if they had Facebook\u2019s Messenger app. I\u2019d expected many to say yes, but definitely <\/span><i><span style=\"font-weight: 400\">didn\u2019t<\/span><\/i><span style=\"font-weight: 400\"> expect that every single person would. \u00a0<\/span><\/p>\n<p><b>Messaging: The Key to a Successful Digital Customer Experience?<\/b><\/p>\n<p><span style=\"font-weight: 400\">In that moment, I suddenly began to understand just how profoundly <\/span><a href=\"https:\/\/www.ringcentral.com\/teams\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">messaging<\/span><\/a><span style=\"font-weight: 400\"> can redraw the landscape for customer service. Spurred by my experience at ConnectCentral, I did a little research. Today, the top four messaging platforms boast <\/span><i><span style=\"font-weight: 400\">five billion<\/span><\/i><span style=\"font-weight: 400\"> users. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">While startling, I suppose the <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/messaging-strategy\/\">messaging<\/a> explosion shouldn\u2019t come as a complete surprise. After all, messaging apps have quickly become our most dominant personal communications tool. The extent to which we\u2019re using messaging to reach out to businesses, however, truly caught me off guard. <\/span><a href=\"https:\/\/techcrunch.com\/2018\/07\/23\/apples-business-chat-signs-up-five-more-brands-more-tech-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Gartner<\/span><\/a><span style=\"font-weight: 400\"> has predicted that support requests using consumer messaging apps will surpass those coming from social media by 2019.<\/span><\/p>\n<p><b>Can Messaging Transform the Digital Customer Experience?<\/b><\/p>\n<p><span style=\"font-weight: 400\">The Gartner stat convinced me that messaging apps will redefine digital <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-engagement\/\">customer engagement<\/a> for years to come. Here\u2019s why: \u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><b>Messaging apps are everywhere: <\/b><span style=\"font-weight: 400\">The list below shows the popularity of the top four messaging apps:<\/span><\/li>\n<\/ol>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">WhatsApp: 1.5 billion users<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Facebook Messenger: 1.3 billion users<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Apple iMessage: 1.2 billion users<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">WeChat: 1 billion users<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">*Source: Statista, October 2018. Apple data from Apple reporting in Q1 2018<\/span><\/p>\n<p><span style=\"font-weight: 400\">When it comes to customer engagement, it\u2019s no longer enough for companies to say, \u201cWe use email, chat, and voice.\u201d As those modes decrease in popularity, consumers now expect to use messaging. The friction of moving from their messaging app to an online chat or any other mode is simply too disruptive. Forcing customers to use a brand\u2019s preferred channel is a recipe for disaster. \u00a0<\/span><\/p>\n<ol start=\"2\">\n<li><b> Messaging apps are a simple way to communicate with customers: <\/b><span style=\"font-weight: 400\"><span style=\"font-weight: 400\">The top messaging platforms didn\u2019t surpass a billion users with unproven, insecure, or unreliable technology. Messaging vendors have made multimillion-dollar investments to ensure reliability. And they\u2019re easy to use, too. Your company doesn\u2019t need to own anything more than a basic internet connection to use them.<\/span><\/span><\/li>\n<li><b>Conversations in messaging apps are persistent: <\/b><span style=\"font-weight: 400\"><span style=\"font-weight: 400\">Messaging apps have additional benefits. For example, they store conversation histories. For many <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-interactions\/\">customer interactions<\/a>, particularly those with many touch points (like buying a home), this persistence can be very valuable. For example, customers and agents in the home appraisal process can use their message history to keep a record of important details.<\/span><\/span><\/li>\n<li><b>The high cost of customer service failure: <\/b><span style=\"font-weight: 400\">With the power of social media, poor customer experiences can have severe consequences for your brand, including lost revenue.<\/span> <span style=\"font-weight: 400\">With over 18 million views on YouTube, <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=5YGc4zOqozo\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">United Breaks Guitars<\/span><\/a><span style=\"font-weight: 400\"> launched Dave Carroll from an obscure musician to a social media icon and contact center consultant. When he used social media to share his customer service nightmare, the result severely damaged the United Airlines brand. And don\u2019t forget the <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=yYUvpYE99vg\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Comcast Cancellation Call Kerfuffle<\/span><\/a><span style=\"font-weight: 400\"><span style=\"font-weight: 400\">. If you\u2019re not on top of customer experiences in the digital world, life\u2014and business\u2014will move past you in the worst sort of way.<\/span><\/span><\/li>\n<li><b>Messaging vendors already see the potential: <\/b><span style=\"font-weight: 400\"><span style=\"font-weight: 400\">The top messaging vendors already see that consumers want to use messaging for more than personal communication. As a result, they\u2019re now starting to deliver solutions to help companies meet their customers where they are. Their approaches vary:<\/span><\/span><\/li>\n<li style=\"list-style-type: none\">\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Apple introduced Apple Business Chat in March 2017. Companies had to jump through a number of hoops to sign up for the system. In the end, though, they can take comfort in knowing it delivers a reliable <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\/\">customer experience<\/a>. Apple Messages currently delivers 28,000 messages per second.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Facebook is encouraging companies to use Messenger to engage with customers. They claim it can help find new customers, enable transactions, drive awareness, and provide improved service.<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><b>Messaging as Part of a Broader Digital <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-engagement-strategies\/\">Customer Engagement Strategy<\/a><\/b><\/p>\n<p><span style=\"font-weight: 400\">Messaging apps can certainly help build deep connections with customers. It\u2019s important, however, to build <\/span><a href=\"https:\/\/netstorage.ringcentral.com\/documents\/collaborative_contact_center_ebook.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">flexible customer engagement strategies<\/span><\/a><span style=\"font-weight: 400\"> for <\/span><i><span style=\"font-weight: 400\">all<\/span><\/i><span style=\"font-weight: 400\"> channels. Customers want you to meet them where they are, but \u201cwhere they are\u201d is constantly changing. A new startup working in a garage could soon deliver capabilities we can\u2019t imagine today\u2014and can\u2019t live without tomorrow. And we shouldn\u2019t ignore customers who prefer more traditional tools, such as email, phone, chat, and social media.<\/span><\/p>\n<p><b>What is an Omnichannel Customer Engagement Strategy?<\/b><\/p>\n<p><span style=\"font-weight: 400\">Businesses today need <\/span><a href=\"https:\/\/netstorage.ringcentral.com\/documents\/collaborative_cc_report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">powerful omnichannel solutions<\/span><\/a><span style=\"font-weight: 400\"> that unite all these modes of communication. RingCentral\u2019s digital customer engagement platform, <\/span><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Engage<\/span><\/a><span style=\"font-weight: 400\">, connects with customers across all digital channels, including messaging apps, chat, email, social media, and more. By integrating these channels and providing truly <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/omnichannel-customer-service\/\">omnichannel customer service<\/a>, customer engagement becomes much more than the sum of the parts. Engage uses an AI-based smart-routing engine to manage customer engagement with a single interface. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Agents can also use messaging and video to include agents and experts from across the organization in real-time customer conversations, resulting in quicker resolutions. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One thing I\u2019ve learned in my career is that you never know when a learning moment might arise. I had one recently at our ConnectCentral event. As part of demonstrating the messaging capabilities of our digital customer engagement solution, I asked attendees if they had Facebook\u2019s Messenger app. I\u2019d expected many to say yes, but &#8230;<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18390,4],"tags":[],"class_list":["post-39343","post","type-post","status-publish","format-standard","hentry","category-communication-and-collaboration","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital Customer Engagement: Billions of Messaging Users Can\u2019t Be Wrong | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"One thing I\u2019ve learned in my career is that you never know when a learning moment might arise. I had one recently at our ConnectCentral event. As part of\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/digital-customer-engagement-billions-of-messaging-users-cant-be-wrong\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Customer Engagement: Billions of Messaging Users Can\u2019t Be Wrong\" \/>\n<meta property=\"og:description\" content=\"One thing I\u2019ve learned in my career is that you never know when a learning moment might arise. I had one recently at our ConnectCentral event. 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