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Messaging+

Conversational marketing

Consumers love messaging for customer care… but hate its experience silo

 960 640 Stuart O'Brien
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Consumers love the convenience of messaging but ‘struggle mightily’ with its experience silo, according to a new study.

Conducted by YouGov on behalf of eGain, the survey was based on responses from 1,777 consumers in the US and UK who messaged a business for customer service in the last 12 months.

When asked about their struggles when messaging businesses for customer service:

  • 43% hated repeating information across agents or when escalating to other channels;
  • 28% struggled with the speed of response; and
  • 23% were stumped by the relevance of response.

Another interesting and somewhat expected finding was the higher adoption of messaging for customer service among younger consumers. The survey found:

  • 39% adoption for the 18-34 age group;
  • 32% for the 35-54 age group; and
  • 20% for the 55+ age group.

Finally, younger consumers had a more positive view of messaging as a customer service channel compared to other contact channels like web chat, email, or phone.

  • 37% in the 18-34 age group were more satisfied with messaging than other contact channels; versus
  • 23% in the 35-54 age group; and only
  • 18% in the 55+ age group.

Messaging+ a guide to new conversational customer service channels

 960 640 Stuart O'Brien
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Customer service experiences need to go beyond traditional channels like voice and email. Delivering conversational experiences and automated customer journeys over digital and mobile messaging channels will help to win, retain and serve customers.

As conversational messaging will sit at the front of the contact centre, businesses need to be able to serve customers on the most popular messaging apps and the next generation of native mobile messaging channels.

But which channels should you prioritise in an increasingly complex messaging ecosystem to enable your business and contact centre agents to deliver conversational customer service experiences?

Find out in our latest eGuide which gives insight into the latest messaging channels and technologies that can help you differentiate customer service in 2018.

Key insights include:

  • Why the ability to engage, serve and provide ‘app-like’ interactions over messaging channels is one of the most powerful CX differentiators.
  • A breakdown of the key messaging channels and technologies that are available to brands and marketers for delivering conversational interactions.
  • Strategies on how to solve the challenge of managing an increasingly complex customer communications ecosystem.