We live in a world where brand loyalty cannot be taken for granted, where it’s easier than ever for customers to switch brands, often requiring no more than a click on a link. In this environment, it’s more important than ever that enterprises make it easy for customers to do business with them, and a key part of this process is ensuring that they can engage with you on the channel or channels of their choosing, anytime and anywhere.
Until a few years ago, the primary channels open to brands to engage with customers on a one-to-one basis were e-mail, SMS and the contact center. But today, social is quickly becoming the channel of choice for many customer interactions. The top three social messaging apps in the world – WhatsApp, Facebook Messenger and WeChat – all have more than 1bn monthly active users, and the average customer subscribes to two social channels, and often many more.
It’s not acceptable any more for a brand to say to a customer: “We use Facebook Messenger to engage with our customers, so if you have a question for us, you need to sign up.” The brand must be present on all the most popular social channels, so that customers in any region can contact them easily and quickly whenever they need or want to, and most importantly, on their terms. Brands are today expected to engage with customers on their preferred channels.