Direct messaging is more and more popular for businesses looking for a more effective way to connect with their mobile customers.

But the move to messaging is about more than it just being an attractive communications channel.

According to Walker, a CX consulting firm, 2020 will be the year customer experience surpasses price and even product as a key competitive differentiator. 

And an essential part of improving customer experience is how data generated from interactions is usedto personalise the text conversation with your customer.

The advantages of making conversation

There are already many customer datapoints – but conversational data is one of the key missing pieces of the customer data puzzle.

The rise of business messaging is set to produce a treasure trove of conversational data — chat history and context — that businesses can begin to use to gain a more complete and personal view of their customers. It’s the juiciest of low-hanging fruit for CX-focused brands.

Brands with this data will be able to deliver the type of intelligent and seamless sales experiences that their customers are looking for.

They can do this by collecting, storing, analyzing and ultimately acting upon the actual words customers are saying during a conversation.

Imagine if your business was able to access everything your customers have ever said to you.

Their emails to customer service, live chats with sales, phone calls with the order help line, SMS messages, interactions with your Facebook bot, social posts with mentions of your brand etc – all these organized in a unified conversation timeline.

With conversational data at your support agents’ fingertips, you can stop dealing with a stranger every time, and start having informed and contextualized conversations with each customer.

No frustrated customers having to repeat themselves over and over again. The whole buying experience becomes….more human and personal.

Optimising sales

Beyond providing amazing customer service, businesses could also mine this data to supercharge their growth. By analyzing common support questions, product inquiries, trends, and requests, you can surface actionable insights for your marketing, sales, business operations, and product teams.

Imagine a user on WhatsApp who asks about a specific product instead of browsing your brand’s website. They might engage with a human over live chat or messaging, or with a product discovery bot.

If the customer goes on their way without making a purchase, wouldn’t you want your marketing software to be aware of the conversation, and generate an email or WhatsApp message offering additional product information or promoting a discount on that specific item?

Analysing conversational data will increasingly allow brands to truly listen to what their customers are saying through words, actions – and of course, emojis — and respond accordingly.

Customers are smarter and better informed than ever before. They expect personalization and transparency.

Business messaging services now gives you the chance to increase sales conversions whilst offering customersa more personalised customer experience.

To find out more about how messaging can help improve your customer experience, please visit

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