Category: Chat

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SMS remains a staple in commercial interactions, but its limitations are becoming increasingly evident, particularly for brands seeking deeper buyer engagement. This has paved the way for the meteoric rise of Google RCS Business Messaging (RBM) as a powerful and dynamic alternative. In fact, the protocol has witnessed an astounding 684% surge in usage within retail and eCommerce sectors.

With over a billion monthly active users, the channel effectively addresses the shortcomings of traditional mediums, including low email open rates, challenges in reaching customers on crowded social networks, limited rich media capabilities in SMS, and the ineffectiveness of one-way communication.

The numbers speak for themselves: companies sent 25,000 times more RCS messages in November 2023 compared to February 2022, demonstrating the exponential upsurge in RBM adoption. If it isn’t already part of your messaging arsenal, now is the time to consider integrating this channel into your strategy. In the following sections, we’ll scrutinize the benefits, applications, and implementation considerations of RCS in retail, showcasing its potential to forge a hyper-connected client experience.

Introducing RCS Messaging: A Richer Communication Channel

Let’s start with defining what RBM actually is. So, Rich Communication Services is an upgraded protocol that allows brands to send interactive, visually engaging messages directly to consumers’ native messaging apps. Replacing standard SMS, it delivers an enhanced mobile experience that empowers retailers to connect with customers in a more meaningful and effective way.

This versatile technology opens up a world of possibilities for merchants to connect with shoppers at every touchpoint. Some of the practical applications of RCS messaging are:

• Secure transactions and verifications;
• Efficient booking management;
• Customized product browsing;
• Order updates and confirmations;
• Targeted promotional messaging;
• Feedback collection;
• Shopping cart follow-ups.

While the versatility of RBM is evident in its wide array of use cases, the real impact lies in the measurable outcomes it generates for retailers:

1. Deeper Engagement

RCS drives more immersive experiences through rich media like images, videos, and carousels.

Result: 90% of messages with multimedia elements are opened within 15 minutes, and customers engage with such content for up to 45 seconds.

2. Enhanced Readability

Rich Communication Services cut through the noise and deliver information instantly to consumers’ primary messaging app.

Result: People are 35 times more likely to read a rich message than email. Moreover, 74% of buyers are more inclined to interact with a brand using RCS Business Messaging.

3. Proven Conversions

Brands are closing more deals with each interaction, turning window shoppers into loyal clients thanks to this technology.

Result: This platform unlocks explosive growth for commerce initiatives with an exceptional 80% conversion rate.

4. Increased Click-Through Rates

In addition to the mentioned benefits, the unique characteristics of RBM enable companies to naturally drive traffic and outperform others in the number of clicks.

Result: A 25–40% increase in CTRs can be achieved by shifting from SMS to RCS channel. Furthermore, campaigns utilizing Google’s protocol experience two to three times higher CTR than other mediums.

At the same time, the power of RBM in retail extends far beyond mere numbers. It fosters deeper connections between retailers and their clients, translating to repeat purchases and increased customer lifetime value. To illustrate this influence, let’s explore real-world RCS messaging examples within the commerce landscape.

RCS in Retail: 3 Top Success Stories

Master of Code Global specializes in crafting custom Conversational AI solutions that capitalize on the power of rich messaging. Our expertise spans from developing intuitive RBM tools to integrating chatbots with this channel, altering the way businesses connect with their customers.

Now, let’s examine real-world examples of how leading brands adopt this protocol to drive engagement, boost sales, and reshape customer communication.

Subway

RBM injected new energy into Subway’s mobile marketing tactics. Head-to-head testing against SMS revealed the platform’s exceptional capabilities, delivering results such as:

• Two-for-$11.99 sandwich deal: 140% conversion increase with rich channel.
• $20 meal deal: 51% conversion uplift with this channel.

Such impressive figures solidify RCS as a cornerstone of the brand’s mobile engagement strategy.

BodemerAuto

A leading French automotive retailer aimed to re-engage clients during the 2019 holiday season. They launched a Black Friday initiative showcasing their diverse vehicle models through a visually rich carousel. BodemerAuto’s commitment to enhancing the client experience through RCS paid off. Their interactive method resulted in a remarkable 17-fold growth in engagement compared to a simultaneous SMS campaign. They also witnessed a 7.7% CTR that provided the company with a wealth of user data, empowering the brand to further refine current personalized commerce strategies.

Club Comex

Comex has also decided to capitalize on RBM breathing new life into its loyalty program. A dual-tactic approach — a sales-driven promotion and a content-rich partnership with Sensaciones publication — brought substantial gains for the business. The first procedure yielded a 115% revenue boost over SMS, while the magazine collaboration saw click-through rates soar 10x higher than SMS benchmarks. The protocol has solidified its position as a central element of Comex’s communication toolkit.

Building Your RCS Strategy with Master of Code Global

Devising a successful rich messaging method demands careful consideration and specialized knowledge. Retailers need to evaluate platform options, ensure smooth integration with existing infrastructure, and create captivating campaigns that resonate with their audience.

Master of Code Global excels in developing tailored solutions designed for interactive conversational experiences. We employ a structured approach covering the following:

• We design and implement omnichannel applications that easily combine with RCS and other communication channels, guaranteeing a consistent and personalized experience across all touchpoints.
• AI-powered chatbots built by our experts can handle a large volume of consumer inquiries in real-time, providing instant aid and freeing up your human agents to address complex issues.
• Our solutions integrate RCS with cloud contact centers, allowing customers to seamlessly switch between chatbot interactions and live agent support for uninterrupted assistance.
• As an ISO-certified company, we prioritize data security and compliance, ensuring that your communications are protected and adhere to the highest industry standards.

By partnering with MOCG, retailers gain access to an all-around suite of services that boost user engagement, optimize workflows, and drive business growth. Our focus on Conversational AI, data-driven insights, and safety ensures that your rich messaging strategy is not only effective but also highly adaptive.

Conclusion: The Future of Retail Communication is RCS

Google Business Messages is disrupting the industry, offering a dynamic platform for enriched buyer journeys and measurable results. The data speaks for itself: RBM drives deeper engagement, boosts conversions, and outshines traditional channels. Global companies and regional players alike are capitalizing on rich messaging to elevate their brands and foster a stronger bond with their audiences. Do you want to be the brand that consumers can’t ignore? Let us guide your RCS implementation to secure lucrative ROI and connect with shoppers on their terms.

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Winning the Client Communication Game with RCS in Retail was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.

Instagram, more than just a platform for memes and cat videos, is a thriving business hub.

With over 2 billion monthly active users as of 2024, the app has been growing rapidly and could be a serious avenue for you to reach your customers.

And the way to the customer’s hearts and, eventually, their wallets? The answer to that is Instagram Business Chat.

What is Instagram Business Chat?

Instagram Business Chat is a messaging feature that businesses can use to communicate with their customers on Instagram. Designed specifically for businesses, It involves strategies including quick replies, automation, and access to Instagram inbox messaging analytics.

Instagram is popular because it provides a unique and engaging user experience that caters to customers’ love for visual content. There are compelling reasons why your business must consider starting out with Business chat on Instagram, and we will start with what is probably the most important: increasing customer engagement.

In this blog post, we will present 10 compelling reasons to use Business chat on Instagram, backed by real-life success stories of companies that have leveraged the platform.

Here are those 10 reasons, listed in no particular order.

1. Increase in Customer Engagement
2. Direct Communication
3. Personalized Interactions
4. Targeted Marketing
5. Ease of Lead Generation
6. Prompt Customer Support
7. Competitive Advantage
8. Analytics
9. Automation and Efficiency
10. Economical

We will start with what Instagram Business Chat is.

1. Increase in Customer Engagement

Being present on Instagram means businesses can build stronger connections and foster meaningful customer interactions. With Instagram Business Chat, businesses can communicate directly with their customers on a frequently used platform.

Instagram Business Chat allows businesses to share engaging content directly with their audience, such as exclusive offers and product demos. By responding promptly to queries and addressing customer concerns, businesses can create a sense of connection and demonstrate their commitment to excellent customer service.

Sephora, for instance, is a cosmetics brand that uses Instagram Business Chat

to offer beauty tips and share product tutorials, increasing customer engagement.

2. Direct Communication Channel

With Instagram Business Chat, there is a direct line of communication between businesses and their customers. Customers don’t have to navigate to multiple channels, and they can initiate conversations, provide feedback, or ask questions directly.

Customers today expect convenience and real-time engagement, which will foster trust and enhance the overall customer experience. In fact, this survey from Comm100, among a group of 16–24-year-olds, suggests that quick responses from a service team can drastically improve their customer experience.

One popular business that has completely embraced Direct Communication via Instagram is the popular food delivery app DoorDash. DoorDash has integrated an Instagram Business Chat to handle order inquiries, provide updates on delivery status, and offer personalized recommendations based on customer preference and order history.

3. Personalized Interactions

One key advantage of chatbots is that they can provide quick responses at scale, which means they can handle multiple conversations simultaneously. Chatbots, especially those powered by Generative AI, can also learn from their past interactions, thereby continually improving their ability to provide support.

Instagram chatbots can analyze user data and conversation history to tailor their responses and recommendations. These personalized interactions mean the overall customer experience is more engaging and efficient, which in turn increases customer satisfaction and loyalty.

Whole Foods, an American multinational supermarket chain, has integrated a chatbot that helps users find recipes that are based on dietary restrictions, ingredients on hand, or specific meal types.

4. Targeted Marketing

When you integrate an Instagram business chatbot, your company gets the opportunity to deliver personalized content and offers to specific customer content segments. Companies can leverage user data and interaction history to tailor their messages according to individual interests, which ultimately leads to more engagement.

These Instagram chatbots can segment audiences based on demographics, interests, and purchase history, allowing businesses to send highly relevant messages and product recommendations.

A good example of an Instagram chatbot being put to use to do targeted marketing is ASOS’s bot, which gives style advice and product suggestions based on user-defined preferences and previous purchases.

5. Ease of Lead Generation

One key advantage of Instagram business bots is that they provide a low-friction way of engaging potential customers and gathering valuable information. The Instagram interface is familiar to many younger demographics, and these chatbots can initiate conversations, ask qualifying questions, and even guide users through a sales funnel through this interface.

Chatbots make the whole conversation feel natural and less intrusive than filling out a form, and they are available to users 24/7. Automated Instagram business bots can thus efficiently gather lead information and qualify prospects, all the while providing value to the user.

A company that efficiently uses Instagram business bots for lead generation is HelloFresh. It captures leads by offering recipe ideas and guiding users to subscribe to its meal kit service.

6. Prompt Customer Support

The whole point of a chatbot is to reduce the dependency on human agents while improving customer experience. One way to do this is via Instagram business bots, which will help provide rapid, efficient support. When businesses provide immediate assistance, they increase customer satisfaction and loyalty.

Instagram business bots are powerful business tools. They can answer a wide range of inquiries, from product information to basic troubleshooting, without delay. Instant support eliminates wait times, ensures that the customer gets consistent answers, and ensures that only the most complex inquiries are handed over to human agents.

Mastercard’s Instagram business bot, for instance, gives instant support to all card-related queries, transition disputes, and balance checks. This means that the accessibility of financial services is enhanced.

7. Competitive Advantage

Standing out from the competition is what every business aspires to these days, and an Instagram business bot is a sure-shot way of achieving this. If you have read so far, you know that Instagram bots help offer superior customer service, give customers personalized experiences, and efficient operations.

Traditional methods of supporting customers or marketing are just not enough, and with Instagram business bots, businesses position themselves as unique and customer-centric.

Nike, a sportswear and apparel brand known for its innovative marketing campaigns, uses an Instagram business bot that gives personalized recommendations and workout tips. This differentiates Nike through added value and engagement.

8. Analytics

Bot analytics provide deep insights into customer behavior and preferences, and using this data, businesses can make informed decisions. Companies can refine their marketing strategies and improve product offerings, enhancing overall customer experience.

Detailed conversation logs will help you understand customer needs and track popular inquiries, which you can use to inform product development. They also help you identify peak usage times, which will help businesses allocate resources accordingly.

KLM’s Instagram business bot, for example, measures customer satisfaction with different aspects of their service, allowing them to identify pain points in the customer journey.

9. Automation and Efficiency

Companies can streamline interactions, reduce costs, and improve their customer interactions using Instagram business bots. These bots can handle a large volume of repetitive tasks and inquiries simultaneously, which will free up human agents to do the more complex work.

Automation reduces response time, minimizes the chances of human error, and enables businesses to scale customer service functions without a proportional increase in staff.

Spotify is an excellent example of a business using an Instagram business bot to automate playlist creation and music recommendation based on user preferences. This enhances user experience without the need to curate music manually

10. Economical to use an Instagram Business Bot

Using Instagram business bots, companies can achieve cost-effective customer engagement and support. They can handle an enormous number of customer service queries at a fraction of the cost of traditional, customer-staffed operations.

With Instagram Business Bots, you need to spend less money to train the support staff. There are also decreased overhead expenses since you no longer need physical call centers. There is also improved efficiency, allowing for more interactions per dollar spent.

Amtrack, for instance, has an Instagram chatbot called Julie that handles over 5 million customer inquiries annually. The chatbot has saved the company approximately $1 million in customer service costs.

Parting Words…

Instagram business chat provides a powerful suite of benefits that can change customer engagement. It gives a competitive edge in today’s business landscape, from personalized interactions and targeted marketing to efficient lead generation and accurate customer support. This digital landscape will continue to evolve, and adopting Instagram chatbots is no longer just an option but a strategic necessity.

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10 Reasons Why Your Business Should Be Using Instagram Business Chat was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.

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