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Article Customer Experience Popular 5 min read

How to Unlock the Power of Personalized Messaging for Your Brand

In a busy world, customers are seeking simplicity and ease. They want to buy from brands who remember and recognize them, and brands who have adopted omnichannel personalization are reaping the benefits. Here’s how you can too.

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The way we communicate has changed

The way we communicate daily has changed dramatically. These days, it’s normal to start a conversation via text or WhatsApp, continue it in Facebook Messenger, and add on to it later in Instagram DMs.

The way customers want to communicate with businesses today is no different. According to a 2020 Twilio study, almost 9 out of 10 consumers (88%) want to be able to message a business. One-way email communication, which has long been the norm, only leads to customer frustration.

Additionally, nearly half of consumers surveyed (48%) want to be able to switch between communication channels when talking to a brand. But when they do, they face certain challenges. Customers may have more ways to reach a business now, but this can mean having to start their conversation all over again after switching between channels.

From multichannel to seamless, personalized omnichannel communication

Businesses are leaving money on the table due to poor customer experiences, giving rise to one of the biggest trends in customer service today: omnichannel customer engagement.

In a busy world, customers are looking for flexibility and ease in their online interactions.

Instead of having separate conversations in different channels, omnichannel customer engagement allows customers to come back later and pick up the conversation with a business on any channel - just like chatting with a friend. It’s flexible, and it’s personalized.

Businesses who have made the shift to omnichannel engagement are reaping the profits of giving customers more flexibility. According to a 2020 Omnisend study, purchase frequency is 250% higher on omnichannel vs. a single channel. Not only do customers purchase more when they have flexibility - they’re also more satisfied. Besides revenue impact, businesses providing omnichannel experiences enjoy 39% higher average CSAT scores.

But delivering omnichannel service is not an easy task. Below, we outline three common challenges businesses face when moving to personalized experiences.

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3 challenges in personalizing customer interactions

1. More effort and complexity

While moving to omnichannel makes things simpler for customers, it increases complexity for CX teams and requires more effort to deliver. Since customers are more engaged, it also means that overall, customer inquiries will increase and require more agent support.

2. A raised bar for customer satisfaction

Increasing the number of customer channels also means setting the bar higher to achieve customer satisfaction. Customers expect the same seamless experience across channels, 24/7.

3. Increased costs

The cost of moving to omnichannel shouldn’t outweigh the benefits, and staffing a contact center 24/7 or hiring more agents to cope with higher volumes is costly. Businesses need to think about how to make the shift without hiring more agents or accumulating a huge backlog.

3 ways to overcome the challenges of personalized messaging

These challenges may seem daunting, but it is possible to overcome them and reap the benefits. Here are three ways to do so:

1. Get a unified view of one continuous customer conversation

Reimagining your customer experience requires investing in a platform to connect all your customer interactions across channels into a single, seamless experience. One such tool is Sunshine Conversations, part of Zendesk's CRM platform. With Sunshine Conversations, you can easily connect existing channels and link new channels (including Facebook Messenger and WhatsApp) for seamless channel switching, while getting a unified view of the conversation history across every messaging channel, in a single conversational record.

2. Harness the power of automation with virtual agents

To overcome the complexity of omnichannel communication, harness the power of customer service automation by connecting your own virtual agent to every channel. With ultimate.ai, you can build automated flows allowing customers to self-serve via the virtual agent, 24/7. With the one-click Zendesk integration, every customer interaction is personalized as well.

For queries needing a more human touch, the virtual agent can seamlessly transfer customers to a live agent with a complete conversation history. The virtual agent does all your dirty work for you, such as removing repetitive queries before anything gets handed to a human agent. It also takes your efficiency and insights to a whole new level with automated tagging at scale.

3. Get ahead of customer issues

Instead of providing reactive responses to customers, you can proactively guide them along in the conversation. Ultimate’s virtual agent can automatically reply, “Is there anything else you need help with?” or entice a customer with, “Have you checked out our latest promotions?”. It can even send intermittent updates saying, “Your delivery is on the way and is arriving within the next 24 hours” - before the customer has a chance to ask. By pre-empting customer needs, you’ll not only have more engaged, but more satisfied customers.

Customer behavior and expectations are changing more rapidly than ever - they expect on-demand, flexible, and personalized customer service. Despite the challenges this creates for brands to maintain CSAT and loyalty, addressing this complexity is not impossible. With automation and AI, brands can seamlessly integrate their omnichannel customer experiences, ensuring ease and satisfaction for customers.

Learn more about how Sunshine Conversations & Ultimate can work together for your industry 

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