To increase efficiency and strengthen relationships with customers, many customer service reps are digging deeper into certain messaging platforms. As opposed to email, applications such as WhatsApp and Facebook Messenger give brand managers the opportunity to interact with customers in a way that feels relatable and casual.
These platforms—and others on social media—have become the preferred method for customers in need of a quick reply.
What the numbers show
Similar Web analyzed the most popular messaging apps across the world, based on reach (percentage of installs) and daily use. In almost every country, messaging apps had the highest percentage of daily use.
Here’s more of Similar Web’s analysis:
Of the 187 countries examined, WhatsApp was the world leader [of messaging apps], claiming 109 countries. WhatsApp territories include Brazil, India, Mexico, UK, Russia, and many other countries in South America, Europe, Africa, and Asia.
Facebook’s Messenger app came in second overall, claiming 49 countries including Australia, Canada, and the U.S. In the U.S, Messenger is installed on 60 percent of all Android devices compared to WhatsApp’s 21 percent. U.S. WhatsApp users have an average daily use of 29 minutes, compared with the roughly 10 minutes for Messenger users.
What marketers can gain
Bernhard Hauser, co-founder of customer service outfit Orat.io, says WhatsApp is important because it attracts a lot of people.
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“It’s where your users are right now,” he writes in a blog post. “It’s true that email will remain an essential form of communication between customers and businesses, but messengers are opening up new possibilities for real-time interaction through text messages, photos, videos, locations and much more.”
Here’s additional insight from his post:
o WhatsApp is fast and personal. A message through WhatsApp is more important [to a customer] than [just] any other email.
o [It] is mobile first. [It lets you] reach customers wherever they are.
o [The app] is already [being] used by your customers. It’s is the largest messenger worldwide with more than one billion active users every month. Almost 60 percent of all users use the messaging app more than once per day.
If you’re looking to expand your organization’s digital relationships, here’s how messaging apps can help:
· Provide Individual customer assistance in real time
· Assist with online ordering and concierge services
· Solicit customer feedback
· Improve team communication and coordination
Long live the BlackBerry
Former BlackBerry users: Do you remember the early messaging app BBM? Surprisingly, data show that it’s still being used—by a tremendous amount of people—in Indonesia.
As of April 2016, BBM was installed on nearly 88 percent of all Android devices there—far surpassing any other country’s BBM use.
“When comparing the install rate of BBM to other countries, it becomes clear just how large the divide is,” Similar Web’s analysis states. “In the U.S., only 0.42 percent of Androids had the BBM app, with Australia and The U.K. showing slightly higher use.”
What messaging apps do you use, Ragan readers?
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