Real Time Digital Conversations
Over the last 20 years, the way we communicate with our customers has fundamentally changed. In the 90s, the phone ruled, the pager was cutting edge, email was just emerging, and fax was just departing. Today, when we get a phone call, we feel imposed on. We expected a text message, a chat or some other mode of real time digital conversation. However, businesses are still behind consumer practices. Companies are currently using three main channels to communicate with their customers:
- Social Media
- The Telephone
These forms of communication have been the norm for several years.
Even though the above have been the most practiced sales, marketing and customer success communication methods for some time, they are not keeping up with the current need to engage in real time.
Leading the question:
Is this really the best way to communicate with our customers?
According to the Thinking Phones Report, we now live in a day and time that only 43% of people will answer a call from an unknown number.
Moreover, MailChimp recently published in their Email Benchmark Research that only 21.81% of customers open email. People are using email, social media, and the phone to communicate less and less, and hundreds of millions of people are using and demanding real-time messaging.
This should all give us pause. As we continue to move forward in the market, it is imperative to understand that fewer-and-fewer people are using the “old school” methods for communication with companies.
It is time to think about and changing the way we communicate and interact with customers.
This bringing us to the place where businesses are turning to real-time messaging for digital conversations in marketing, sales and with existing potential customers.
According to Forbes, since the early 2000 we have seen messaging usage grow exponentially from millions, to billions of customers utilizing messaging as the top form of communication with companies.
With the rise of smartphones, messaging has grown with rapid speed, making messaging very popular.
Business Insider Intelligence Research and found that the following are the most popular messaging apps:
- Facebook Messenger
The app popularity rise started around 2015, and continues today. Crating a communication revolution.
Similarly, a study done in 2013 by Econsultancy showed that the messaging revolution started around the 2000’s.
- 73% of people prefer using a chat feature for their customer support and had had a positive experience
- 37% of people communicate through email
- 44% of people prefer to communicate through the phone
Both studies revealed that messaging is and was the most popular customer support method. We should be listening to our customers and changing our communication methods to fit their needs/wants.
90% of consumers on a global level prefer and want to use real time digital conversations to engage when in businesses
The number of people using messaging apps as their mainstay should be enough to jar the world of sales/marketers. We need to focus our attention on understanding customer communication preferences. We should figure out a way to implement those customer preferences in day-to-day sales, marketing and customer communications.
It is important to remember the way that people are communicating in their personal lives is the way that customers want to communicate with the businesses they are interacting with.
Statistics show that live chat currently has the highest fulfillment level. It is time we change our methods to match this method.
This is where the implementation and rise of chatbots come in. Let us know if you would like to learn more about how to act on this revolution.