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Customers Really Responding to Messaging Interactions

Posted on 4.17.2017
Mobile communication goes beyond calling and texting to include social media messaging and the use of messaging apps - and it's benefiting brands to be available wherever their audience is.

Aberdeen Group looked into this topic, releasing a report (commissioned by Sparkcentral) entitled “Customer Messaging: Happy Customers, Productive Employees, & Better Financials,” which reveals that companies using messaging apps achieve a 186 percent greater annual increase in customer satisfaction over companies not using messaging.

What's more, Aberdeen's research found that compared to companies who do not use messaging, companies that directly message and respond to customers via social media messaging, messaging apps and/or SMS achieve:

• A 96 percent higher customer win back rate
• A 111 percent lower customer effort score
• 143 percent higher employee engagement 

“Customers today expect organizations to know them and address their needs in a personalized and consistent fashion. At the same time, customers want to expend as little effort as possible to make this happen,” said Omer Minkara, Principal Analyst at Aberdeen. “Messaging allows customers to send a message to an organization and receive support without needing to ‘hold.’ Benefits to the customer aside, messaging provides a level of historical visibility that makes it easier for employees to personalize customer conversations. As a result, messaging helps improve customer satisfaction, enhances employee engagement, and drives real financial results.”

How is your company responding to the different messaging forums? Let us know in the comments below?

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