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There is a new engagement in town.

Messaging is all the hype right now, and consumers want to engage with the brands they do business with via their mobile device, anywhere and at any time. But what exactly is messaging, and how can brands add these new channels to their omni-channel strategy?

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Sometimes it feels like we are living in a world full of buzzwords. Big data, mobile, app first and one of the new ones: messaging. As always with buzz topics there are two ways of looking at it:

  • Meh, I’ll wait till the hype is over and then decide if I should jump onto the bandwagon OR
  • Yes!!! (with 20 exclamation marks) Hook me up with it now, and we’ll figure out how to connect it to the rest later.

It seems like there is no in-between when it comes to hype topics. Everyone has an opinion, marketers and sales people are all excited and IT departments rip a few more hairs out. What happened to the good old taking a deep breath and looking at it from a different angle? Let’s do that today for the latest trend, which is messaging.

It’s amazing how far we’ve come. We are now able to connect with anyone at any time. Smartphones and the always growing market of messaging platforms allow us to text with anyone around the world. Facebook Messenger for example has 70 million daily users. That means there are quite a few messages going back and forth between friends, family and even businesses.

So what’s new about it you ask? Messaging platforms like SMS have been around for ages?! Yes, you’re absolutely right; they have been. It’s the way these channels are integrated into your omni-channel strategy that makes all the difference, though. When customers have questions they take the easiest path to resolution. Whether calling you or sending a text message, usually customers don’t think about channels as unique experiences. They contact you, the brand, and expect the same answer no matter how the engagement started.

Being customer centric is the key. Messaging allows your customers to connect with you at any time on the go and to continue with the conversation whenever it is convenient for them. This “asynchronous” way of answering enables the user to curate their own engagement. If they have time right now, they can answer immediately, or if they are sitting in a car and don’t want to text while driving they can send the information the customer service rep was asking for later.

Besides integrating new channels into your omni-channel strategy, so your customers always get the same answer and the same level of assistance, there are a few more things to consider. Our ebook “10 best practices for messaging with customers” tells you everything you need to know about the latest hype. Download your free copy here.

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