MESSAGING THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE - LIVE CHAT - INSTANT MESSAGING - BOTS - CLICK TO COMMUNITY - TSC Digital
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MESSAGING
MESSAGING
LIVE CHAT – INSTANT MESSAGING – BOTS – CLICK TO COMMUNITY
THE CRUCIAL CHANNEL
AT THE HEART OF CUSTOMER EXPERIENCE
MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
“The development of text messaging will
explode in the coming months. This new mode
of interaction completely adapts to the use of
mobile phones whose traffic is in rapid growth.
Instant Messaging is the ‘real-time’ Web chat.
More natural and simple, it perfectly meets
consumer uses on their smartphone.”
VANESSA BOUDIN-LESTIENNE, Deputy General Manager and Co-founder
of The Social Client - RelationClientMag.fr, 28 February 2016.
22% 30% 39%
of Messenger users of French use instant of users access
in France messaging on mobile phones social networks on
their mobile phones
55 50,7% 6
Sources : Médiamétrie, February 2016
GlobalWebIndex, Q4 2015
million Internet users of the French French out of 10
in France are Mobile First are mobile users
MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
MESSAGING
MESSAGING
LIVE CHAT – INSTANT MESSAGING – BOTS – CLICK TO COMMUNITY
THE CRUCIAL CHANNEL
AT THE HEART OF CUSTOMER EXPERIENCE
Our global society has progressed to predominately mobile relationships -
banking, dating, directions, photo albums, restaurant reviews, they can all be
found on our cellular devices. Companies can no longer provide superior client
service without the ability to text message.
Live Chat, Click to Community, Instant Messaging, Bots, the choice is vast but
not always easy to understand. Traditional channels such as telephone or
email are being adapted for certain conversations, but the future of the brand's
relationship with its customers will also involve instant messaging. Customer
Relations officers can have the feeling of being lost in the face of the different
conversational solutions and text messaging. What are the various solutions that
would be appropriate for my problems? What kind of immediacy will suit my
needs?
The Social Client gives the keys to understanding this evolution and delivers
solutions to better understand the text messaging revolution.
3
MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
“For the first time on January 1, 2016 the number
of SMS sent in France declined mainly in favor...
of social platforms, Whatsapp and Messenger.”
EXPERT OPINION
VANESSA BOUDIN-LESTIENNE,
DEPUTY GENERAL MANAGER AND CO-FOUNDER
OF THE SOCIAL CLIENT AGENCY
The genesis of the “Messaging” or these channels in the future. In our “For the first time,
“texting” revolution finds its source daily life, in a family setting or a group
in the “mobile first” trend. Today, of friends and even professional the client who opens
customers live their relational circle, the use of texting applications
experience with the brand mainly is a major trend. For the first time on a conversation with a
through the mobile channel. The January 1, 2016 the number of SMS
smartphone has taken the shape sent in France declined, mainly in brand is able to never
of a very handy “remote control” favor of social platforms, WhatsApp
close it”
of customer experience, which the and Messenger.
customer can “channel hop” as much
as desired. It is therefore necessary to identify two never close it. Among the customer
phenomena that seem contradictory, service brands who have adopted
Therefore, the mobile device - via but which find their source in this the social media communication
proprietary texting interfaces (live particular channel. “Texting” can be channels, we observed a customer
chat on website or encapsulated both totally ephemeral - “where are behavior phenomenon. Customers
within a brand app), or non- you?”- but also totally sustainable. expect to interact with these
proprietary (Messenger, WhatsApp, In fact, the conversations thread brands as they do with their private
Kik bots portal) - becomes the is preserved… welcome to the circles. Thus, a brand that has
tool for this new type of customer uninterrupted customer relation era. solved a technical problem with a
relations. The ease with which the customer by Messenger on Monday
customer can act and interact is a key For the first time, the client who opens through an exchange of about ten
component of the mass adoption of a conversation with a brand is able to interactions can be questioned on
4MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
Tuesday, in the same channel, in satisfaction when compared to Used at the right moment, the
the same conversational thread, on other traditional channels, as they impact for the brand can be
a commercial topic. The opening of bring instant help to the customer fantastic.
such a conversational window with in his environment.
customers breaks well established • The texting
rules of customer request routing channel, which
“The opening of such a
based on rules fixed by the brand started in private
conversational window
(such as the telephone number for circles, conveys an
technical assistance or the number image of proximity with customers breaks well
for commercial assistance). It is with the brand.
therefore necessary to reassess a The customer is established rules of customer
company's internal structure to adapt part of the brand
to those new expectations. “circle”. request routing based on rules
• By conversing
The relational challenge is a major with the brand
fixed by the brand”
concern. We can at first want to on platforms, the
turn away from these channels, as client leaves a paper trail that • The processing solutions of these
they potentially upset established can help to better understand digital and written contacts have
organizations. We should, however, and anticipate his expectations. now matured enough to build
bear in mind several trends: The strength of a written channel production strategies other than
lies partly in the ease of analyzing a specific organization by channel.
• The mobile first trend is and understand the expectations Understanding the historical
established and will only intensify of the consumer, through the handling of the client by the
in the future. use of semantic engines and company is also valuable.
• Texting is a native mobile initiative. mathematical models (big data).
The SMS has emerged since the • These channels are bijective,
beginning of the mobile phone. which means that the brand may
• Chat channels, now mature, also decide to use them to initiate
are contributors to customer the interaction with the customer.
For all these reasons, we are convinced that this form of exchange will
reach new heights in the coming years. Not all brands will be at the right
place in our conversation threads on our mobile devices, but the early
adopters will undoubtedly capture customer loyalty today, and evolve
with their customers into the future!
5MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
COMMUNICATE BETTER
WITH TEXT MESSAGING
Today, it is clear that most companies have not yet fully aligned their investments
with the evolution of consumer expectations in terms of customer relations. In
fact, according to a study done by Dimelo in 2015, $200 billion could be lost
by companies which offer communication methods that do not match today's
uses. When 26% of consumers use an instant messaging system like WhatsApp
or Messenger, only 4% of companies invest in similar systems in Customer
Relations (Live Chat, interactive mobile applications). They hesitate in the face of
the huge range of offers and often choose the more traditional channels such
as telephone or mail. Yet consumers will naturally move to instant conversation
channels such as Chat or WhatsApp to exchange with their peers. It is essential
for brands to be present on the channel where the customer operates, it must
adapt to his natural environment and be with him, at the same time and the
same place.
CUSTOMER RELATIONS EXCELLENCE WAS REWARDED
AT THE QUALIWEB TROPHIES “19% OF FRENCH AND
32% OF PEOPLE BELOW 35
With text messaging, the Customer Relations challenge is in effective written
conversational exchanges and brands must find their Customer Relations YEARS OF AGE HAVE USED
values that will allow them to communicate their commitment regardless of the SOCIAL NETWORKS TO
customer’s point of contact. Thus, the Qualiweb Trophies, the so coveted annual
awards for the best Customer Relations Management, include in their evaluation CONTACT A COMPANY IN
criteria the way brands adapt their relational codes to the social media. 2015.”
CHANNELS USED
TO CONTACT A
CUSTOMER SERVICE
-35 YEARS 34-49 YEARS +50 YEARS
EMAIL 70% 67% 69% 73%
TELEPHONE 59% 57% 55% 64%
SELFCARE
(FAQ, Virtual agent)
43% 48% 43% 41%
Source : Cocedal Conseil 2015
FACEBOOK
MESSENGER
16% 28% 16% 9%
LIVE CHAT 16% 20% 16% 13%
6MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
THE SMARTPHONE TAKES OVER
THE FRENCH ARE NOW MOBILE FIRST!
It's official, 50.7% of French connect to the Internet via Furthermore, 37% of French internet users between 15
their smartphone, against 46.9% on their computer, and 24 are on WhatsApp, Instagram or Snapchat. These
according to Médiamétrie’s latest study on February applications represent a sizeable audience base.
25, 2016. In everyday use, the computer is overtaken
by mobile screens, and the gap will increase during the As for e-commerce, it is becoming M-commerce : if 20%
coming months and years. of the sales of leading sites are made on a mobile device,
we also use our mobile device in stores to compare
Today the mobile usage rate for those in the 15-34 year prices with competitors or to show other sellers the
old age bracket is above 96%, while among 34-49 year desired product.
old age bracket, the computer is still ahead, but not
for long. With a penetration rate of 14.6% per year, the Between January 2015 and January 2016, the increase
smartphone will become the first source of connection of mobile users by 8% confirms the increase of Internet
for people over 34 years of age. connections in France. In one year we see an increment
of more than 2.5M mobile users.
INTERNET MOBILE COMMERCE MOBILE USERS
Source : Médiamétrie, 25 February 2016
2015 2016
50,7% 20% +8%
French connect transactions more mobile
to the internet via are mobile users in one year
their smartphone
7MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
INSTANT MESSAGING
BOTS
CLICK TO COMMUNITY
LIVE CHAT
A BETTER WAY TO FIND
ONES SOLUTION
TEXT MESSAGING FOR DUMMIES…
With all these applications and their relatively similar features, it is not always
easy to choose or understand which is the most appropriate solution. All these
formats enable a close follow up in private. This is an essential criterion for
the consumer who does not want his requests to be viewed by all. How does
a company decide in such a situation, where we are spoiled with choices: Live
Chat, Instant Messaging, Click to Community, Bots?
Overview of Discussion solutions in real time.
8MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
LIVE CHAT
THE INEVITABLE
It has emerged from a technology that has been in it does not find an answer, a client advisor takes over and
operation for long , the Live Chat is favored by users and completes the conversation.
emerges as third favorite conversation channel. In the era
of digital connection, the Live Chat has simply become a ITS USE?
must.
When a user is in the purchase tunnel, Live Chat can be the
Live Chat allows visitors to speak directly to an advisor to determining factor that will switch the client's status from
obtain answers to their questions. “potential buyer” to customer of the brand. Conditions and
shipping times, delivery costs, the most suitable product
THE DIFFERENT TYPES OF CHAT : there are many reasons to drop. If the user hesitates or
does not feel confident he will prefer to leave the website.
Reactive Chat : the user decides whether or not to seek The stakes are considerable.
a client advisor. The Chat begins at his initiative: he clicks a
Chat button to start the conversation. Live Chat allows you to instantly answer questions, to
reassure and redirect the user. It is therefore appropriate
Proactive Chat : the internet user visits a website and to all companies wishing to improve their internet-user
a chat window opens. It can be configured to open conversion rates into buyers. This channel is a hot stream
automatically after a given number of seconds during and the conversation takes place in session.
which the visitor has been present on the website (pop-
up / pop-in). THE +
Automated Chat : the user makes a simple request for + Immediate help can be triggered depending on the
information and opens a conversation via chat with a virtual browsing behavior of the user
agent. This intelligent virtual agent provides companies with + An engaging communication vector to communicate with
a dynamic tool to answer common questions from visitors. the customer
The virtual agent has a library of automated answers and if + An alternative to mail with a higher satisfaction rate
“Chat is a simple tool for humanizing Customer Relations.
We integrated Chat in order to improve our Customer Relations
system on the web; we wanted to develop a humanized and
contextualized online support. We are moving towards more
customization in our speech.”
said ANNE LOÏS, Customer Relation Manager – iDTGV (actimag #17, April 2015)
9MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
INSTANT MESSAGING
THE MOBILE REVOLUTION
It's official, the French are now Mobile First. According to a ITS USE?
Mediamétrie survey made on 25th February 2016, 50.7% of
the French, 26.3 million people, are connected daily to the In mobile applications, this interaction mode is adapted
Internet via their smartphone. to the uses of mobile users; it adapts to new consumer
behavior and attracts many companies wishing to enter the
Forming part of our everyday life, Instant Messaging era of ultra-personalization.
applications such as WhatsApp, Messenger, WeChat, stand
out as important points of contact between the brands and THE +
their customers. Brands adapt to this format by adding a
“Contact us” button in their mobile application. This allows + Find in one place all the exchanges between the brand
them to instantly respond in a single window that keeps and the customer
the conversation history. The daily use of smartphones by + Interactions specifically designed for a mobile customer
customers and the development of multi-device ensures + An interaction mode that can be enriched with images
that companies are able to resume the conversation and videos
whenever the customer is connected. + A historical collection of exchanges
Instant Messaging, whatever the application may be,
enables the discussion in an asynchronous mode thanks
to a continuous flow of conversation. The conversation
resumes where it stopped at the last interaction.
“We also want our customers to be able to communicate easily
with us through our two new applications : Canal Help Africa,
the application to be in touch with your advisor whatever the
reason and 7/7, that works the same way as WhatsApp”
explains CYRIL FONTAINE, Customer Relation Director at Canal + Overseas for the
African continent (actimag #19, April 2016)
10MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
THE BOTS
THE NEW POSSIBLE EVOLUTION
OF SELFCARE
Any program generating automatic replies or messages in with certain keywords communicated to him: #Foot to get
a conversation is qualified as “chat bot”. Text messaging the latest football results (where the bot could propose
channels are an ideal space to implement these automatic different questions to specify the specific type of game),
mechanics as the information to “understand” is easy and #Ticket to retrieve his last purchased public transport or
the two-way learning is quick. Used in the right way and with concert ticket, etc.
transparency, bots break away from their bad reputation
(spam via email or Twitter) to move toward “conversational THE +
features”, mini-applications that require no installation, just
contact via a text messaging channel! + Customer information available in the conversation tool
of his choice
ITS USE? + Prequalification of the conversations to help customers
advisors
It is said that artificial intelligence is the next platform, but + New mobile features proposed without application
we can, without having to wait to be able to code chess development
champions, enrich and simplify the conversation between
a customer and a brand by “bots” judiciously placed on
the customer's path. An automatic response message
indicating the estimated processing time of a message can
have a strong impact on customer satisfaction. We can also
imagine more advanced mechanisms, activated by the user
““
The information to understand is easy and the two-way
learning is quick.
“
11MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
CLICK TO COMMUNITY
A NEW HYBRID OF LIVE CHAT
AND BRAND COMMUNITY
Click to Community offers visitors advice in real time by ITS USE?
other visitors of the brand. Therefore, their expertise is
shared by Chat, while the customer service agent focuses With Click to Community, the brand's customer service
on complex and / or high value- added questions. agents can focus on subjects that require more advanced
expertise. This feature improves the user experience; it
Some customers are loyal customers, conquered by the becomes more user friendly, ambassadors feel valued and
concept or the products of one brand. They have a very internet users gain confidence.
good knowledge of the brand's website and want to
share their experiences with newbies. We must create a Click to Community creates a phenomenon of “gamification”
community with them and give them access to a dedicated that is very attractive to users.
platform. From this community space, they can easily
discuss among themselves, interact with the brand and THE +
answer questions from casual visitors on the website.
+ Sharing of experiences among users
The implementation of this channel is possible only once + Ability to redirect the conversation to a customer advisor
the brand has already established a Community system, if necessary
otherwise it will not be efficient. + Create a privileged relationship between the
ambassadors, internet users and the brand
“
Some customers are loyal customers, conquered by the
concept or the products of one brand. They have a very
good knowledge of the brand's website and want to
share their experiences with newbies.
“
12MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
ZOOM ON MESSENGER
THE APPLICATION THAT REBOOTS
CUSTOMER RELATIONS
Obviously, 2016 will be a turning point! Messenger David Marcus reiterates its willingness to make
should integrate advertisement intended for its users. Messenger the essential tool for businesses to manage
For Messenger, it is essential that the user is not Customer Relations.
saturated with advertising. It is only those with whom
a brand has initiated a discussion who will be able to Thanks to these new application features, users can have
receive advertising content, on the same topic as the a live conversation with the brand, the history is saved,
one discussed during the last conversation. Remember and all changes can be made from the conversation
that in 2015 David Marcus announced the creation thread.
of Messenger for Business. With this new feature,
Messenger clearly demonstrates its willingness to be With this new business identity, Messenger has the
part of the communication channels favoured by the ambition to integrate itself as the unique CRM channel
brands, and even in the short term be THE platform and should be in the public eye in 2016.
between customers and brands. Besides, Messenger
already represents half of the communications between
brands and their customers on Facebook.
THE “BOT STORE” OR THE RISE OF A NEW INTERNET
Facebook is expected to officially launch its “Bot Store” at “Messenger will become the next browser, bots will
the F8 next April. This offering will enable brands to set be the new websites. This is the beginning of a new
up their own robot software on Messenger. Thus users Internet!”, said Ted Livingston, founder of the KIK
will be able to chat with these bots, place an order or messaging application.
request information directly from brands. For example,
you will be able to ask an airline's bot for information in With its new “Bot Store”, Facebook will receive 800 million
order to buy your ticket or make a fund transfer from users in one go! By comparison, Apple reached 6 million
a bank's bot. With bots, we shorten the downloading by launching the App Store in 2008.
step of the brand's app on the App Store, we eliminate
frictions between the steps of purchasing or taking
information. It's easier for customers and brands!
13MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
THE CHATBOT :
EVOLUTION OR REVOLUTION
IN CUSTOMER ENGAGEMENT?
Everybody is talking about the 'bot' and chatbot. From Because of the extensive services offered, the bot optimizes
Microsoft to Facebook, giants of tech are singing the service and streamlines processes without the consumer
praises of these little automated communication software needing to download an App, prompting some to say bots
driven experiences. may replace Apps in the future.
At F8 (the Facebook Developer Conference) earlier this year, The Social Client foresaw the value of Messenger a year ago
Mark Zuckerberg announced the release of the Messenger after Facebook previewed a similar approach in 2015. In the
bots. The bots work far beyond the current use of personal quickly evolving area of customer relationship management
Facebook messaging communications. Now, Messenger and began adapting Messenger to the needs of our brand
offers brands the option of installing a conversational bot clients. The Social Client’s Creative Technologist, Patrice
that automatically opens during an exchange with a client Bonfy, shares her vision for bots below.
via Messenger. These bots allow consumers to receive data
such as an order confirmation, invoice or package tracking
information.
THE CHATBOT: OPTIMIZING THE CUSTOMER RELATIONSHIP
With bots, it is now possible to consult calendars, prompt add even more value as more and more consumer
customer reviews or find information about a product at interactions move to social media.
any time. Through the use of bots in a conversation on If the bot automates a number of these relatively simple
Messenger, clients have access to a wealth of information procedures, the opportunity to message with a live
instantly. customer service agent is not required but can always be
made available and even further, is much more efficient
With bots, frequent customer service cases can be due to the bot completing initial interactions. The bot is
simplified and systemized. In one great example, KLM not a conversation but a conversation assistant tool. The
airlines developed and installed a bot on Messenger that human, the customer service agent, has its own place. With
allows users to have one-click access to their airfare ticket Messenger, the interactions between the consumer and
confirmation, boarding passes, receive updates on flight the brand are stored in a permanent conversation that the
delays and even make changes their flight ... all from a consumer can close without losing the message thread.
Messenger thread.
With the use of chatbots, customers no longer have to
With the success of 900 million monthly users on download brand Apps to access certain information. This
Messenger, brands are attempting to mimic this peer leads us to ask, are current Apps and business approaches
to peer communication with their clients on their own outdated?
websites. Bots integrated with conversations on Messenger
IN THE AGE OF CHATBOTS, WHAT IS THE ROLE OF THE APP?
A bot can replace the need for entire App or just a single in Messenger allows the customer service agent to consult
App functionality. It is true that the bot is able to complete the chat conversation history, making future interactions
many tasks brands utilize in Apps. In these cases, brands far quicker and more of a pleasant experience for the
may not be required to develop an app if they develop a consumer, which is not possible via an App. Messaging with
Messenger bot with a usable interface. For the consumer, an agent within an App ends with the closing of the App,
using a Messenger bot is a time saver as the consumer does while the conversation on Messenger is saved, stored, and
not have to download an additional application to access a always available to continue when needed.
basic service that the bot offers. Also, storing interactions
14MESSAGING : THE CRUCIAL CHANNEL AT THE HEART OF CUSTOMER EXPERIENCE
Even with all of these advancements, for now this does not
mean the death of Apps. The most relevant thing for a brand
is to strategically utilize bots and Apps as complimentary
services. The immediate aid of the bot combined with
the durability and abundance of information on the App
is an ideal combination. To maintain the relevancy of the
App, the bot must be thoughtfully restricted to a single,
conversational customer experience. The application can
then add value with more detailed, high-quality information
and other interactive features. If well-balanced, the
combination of the bot and the App is a winning system for
both the brand.
A branch of the Acticall Group, customer commitment. It creates
The Social Client is a digital digital communities that rely
consulting agency directed by on intimate knowledge of the
Vanessa Boudin-Lestienne. With customer connected to the brand
the development of social media and its peers. The agency combines
and online communities, and the social marketing - creative and
generalization of direct exchanges technological - around social &
between customers and the digital CRM, as well as Social Voice.
brand, the products or services, it
becomes necessary to implement More than 30 customer
a conversational approach references including AccorHotels,
generating satisfaction and better VoyagesSNCF.com, Numéricable,
customer insight. Canal+, Orange, SFR, PMU, Lacoste,
Generali, Aviva, Hello Bank, LCL,
The Social Client is a Customer- EDF, Engie, Veolia, Big Fernand,
Centric agency at the heart Cultura, Parrot, Wonderbox and
of digital conversations and Merck.
“The DNA of the agency is the customer commitment. In
a world where the digital represents the power of parti-
cipation, revamping the dialogue between the brand and
its consumers is necessary.”
VANESSA BOUDIN-LESTIENNE, Co-founder and DGM of The Social Client.
15THE CO-EDITORS OF THIS WHITE PAPER:
ARNAUD DE LACOSTE VANESSA BOUDIN-LESTIENNE PATRICE BONFY
General Manager Deputy General Manager Creative Technologist
and founding partner and Co-founder of and partner, The Social Client
of the Acticall Group The Social Client agency
A graduate of the Skema Business After having worked as a marketing Patrice initially co-founded Sociabliz,
School - Sophia Antipolis (formerly consultant for several actors in the a pioneering agency in France in
ESC Nice Sophia Antipolis), Arnaud marketing community in France and the development of communication
de Lacoste is the Development and abroad, Vanessa Boudin-Lestienne devices, Customer Relationship and
Marketing Manager of the Group. joined the Acticall Group to co-found Marketing on social networks.
The Social Client in 2010. Vanessa is a
The Acticall Group was created renowned expert in digital marketing In 2014, Sociabliz was bought by The
more than 20 years ago in France. In and her teams support more than Social Client and became the integrated
September 2015, Acticall purchased 50 brands in the understanding and creative development studio of the
the US leader in Customer Experience, implementation of devices for their agency.
Sitel. Now it is ranked number 4 in Customer Relationship. She regularly
the world operating in 22 countries, demonstrates her work at business
146 sites and with 75,000 employees meetings and her methods are taught
worldwide, including 25,000 in Europe. at Audencia.
With this acquisition, the Acticall Group
has the means to support its customers
worldwide.
Today, the Acticall Group is comprised
of global Customer Relationship
and Experience experts, offering
a 360-degree customer view and
innovative solutions.
© ACTICALL GROUP COMMUNICATION MANAGEMENT - APRIL 2016 - ALL RIGHTS RESERVED
THE DIGITAL CONSULTING AGENCY
THE SOCIAL CLIENT 50 – 52 Boulevard Haussmann Sales contact
IS A BRANCH OF
75009 PARIS contact@thesocialclient.com
01 53 56 70 00 thesocialclient.com
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