What is Messaging?
Messaging is referred to as the next generation of chat and has been increasingly adopted in the US, particularly within enterprise businesses, since 2017. In this article, we’ll explain what messaging is, what the differences are between messaging and chat, and what benefits messaging can bring to your business. We’ll also explain what advantages and disadvantages the introduction of messaging has for both managers and users.
Table of Contents
What is messaging?
Messaging is a type of chat characterised by asynchrony (i.e communication that doesn’t happen in real-time). It is sometimes referred to as ‘uninterrupted chat’ and is characterised by the fact that both parties chatting can startor leave a conversation at any time they wish..
- Allow customers to enquire at any time and in any way they like
- Be deployed on a variety of platforms
- Allow for ongoing conversations
Differences Between Messaging and Chatting
What is the difference between messaging and chatting? It’s important to note that messaging is not necessarily superior to chat. They can be used in different ways, each with specific advantages and features.
Let’s look at some cases where you can utilize the features of each tool.
Cases Where Chat Is Best Suited
Cases Where Messaging Is Best Suited
Benefits of Messaging
Benefits for users
- Customers can use it in their spare time
- Can be used on the move
- Conversations can be continued on a convenient channel
Usage Scenarios That Utilize the Benefits of Messaging
Let’s look at some usage scenarios where the benefits of messaging can be utilized:
- Company employees: can continue conversations with the person in charge between meetings.
- Parents: can continue a conversation with a brand while tending to household chores or helping with the childrens’ homework.
- Students: can continue a conversation on their break times during the school day.
Benefits for Managers
- Reduced operator waiting times
- Enquiry peaks can be spread out
- Shorter training periods
- Reduced turnover and attrition
- Increased customer satisfaction
Each of these benefits is explained below.
Reduced Operator Waiting Time
Messaging does not require responses to be in real time, agents only focus on one conversation at a time and once they reply they are moved to the next conversation in the queue… One company was able to increase operator efficiency by using messaging twice as much as a telephone call and more than 1.5 times as much as a chat.
Enquiry peaks can be distributed.
Shorter Training Periods
Reduced turnover and attrition rates
Increased Customer Satisfaction
Customers prefer texting to telephone enquiries. At one telecom company, 70% of customers chose the ‘message button’ over the ‘phone button’ for their enquiries. Easy-to-use messaging improves customer satisfaction.
Benefits for the Person in Charge
What are the benefits for the agents who switch to using messaging?
- Increased operational efficiency
- Reduced escalation
Messaging allows more time to respond to customer queries. Escalations are reduced because there is ample time for research.
Disadvantages of Messaging
- Immediate replies are expected
- Training of personnel is special
Immediate Replies Are Expected
Special training of personnel
There may be times when in-house training is difficult. In such cases, vendor-supplied training services can be used.
Effects of the Introduction of Messaging
Messaging technology has been under development since around 2015, but its introduction at enterprise level accelerated in 2017. The use of messaging is increasing in global markets, particularly in the US.
[Travel] Virgin Atlantic Airways
- 95% increase in customer satisfaction
- 20% week-on-week increase in enquiries transferred to messaging
- 100% of support agents satisfied with messaging
[Entertainment] Sky UK
SKY UK, Europe’s leading entertainment company, introduced messaging in 2016. Since its introduction, the company has provided messaging services on SMS, Facebook Messenger, iOS and Android platforms.
- 90% of operators in charge of messaging are satisfied
- 2.2 times more efficient compared to voice response
- 30% of operators switched to messaging in the middle of a voice response
- Customer satisfaction is consistently above 80-90%.
[Bank] Buddybank Bank
- 95% Customer Satisfaction Score (CSAT)
- 92% Apple Pay usage rate
- 76% of Buddybank Bank customers are new UniCredit Bank customers
- Average customer waiting time of 30 seconds
- 24-hour service is now available.
[Insurance] Mdabroad Ltd
The challenge at the time was the inefficiency of multilingual medical specialists having to be available in the contact center 24/7.
- Efficient use of WhatsApp for support
- Personalized advice through WhatsApp ID and CRM integration
- Productivity of each operator increased by 18%.
[Information Technology] KDDI Corporation AU
KDDI Corporation AU provides a messaging service using Apple Business Chat, which allows users to contact operators via the iPhone messaging application iMessage. Other messaging services are available from My au, LINE and +Message.
[Communications] Rakuten Mobile, Inc
3 Reasons Why Introducing Messaging Is Recommended
- Messaging apps are more popular than phone apps
- Phones are the last option (there is an increasing shift from phone calls to texting)
- Texting support is highly valued
1. Messaging apps more popular than phone apps
2. The Telephone Is the Last Option
When the groups were asked the following question: ‘Which tool do you prioritize when looking for clarifications?’ the first tool used in all countries was the company’s app or website. Looking at the global average, the next most used tools are live messaging or chat, social networking and finally toll-free numbers.
3. Text Support Is Highly Rated
How do customers who receive text support from companies feel about it? According to the Call Center White Paper 2021, the answers to a questionnaire asking about impressions of customer support via chat and line were favorable because it is easy – 36% and favorable depending on requirements – 47%. This shows that 83% of those who used the services provided by manned chat had a positive impression.
The benefits of messaging are numerous, and include advantages both to customers and to support agents and managers. The data shows that implementing messaging drives greater levels of efficiency and customer satisfaction and results in forming an ongoing engagement with customers. If you are serious about improving customer experience and would like to know more about how to successfully implement messaging, feel free to get in touch via our contact form.