Is Messaging the Key to Service Success?


If you had asked a friend three years ago if they have ever used Alexa for a customer service question, they would have first asked who Alexa was, and then asked if you’ve been getting enough sleep lately. But today, messaging apps and voice assistants are just a few of the plethora of channel options available to consumers today to communicate with companies. But while providing multiple channels is a must for brands, which one has the highest correlation to increased customer satisfaction, employee engagement, and financial stability? According to a recent Aberdeen report, it’s messaging hands down.

With messaging, customers can contact businesses and get the support they need, through a channel they have access to 24/7, are familiar with, and requires little effort on their end.

So, what is the business impact of messaging?

Customer benefits aside, Aberdeen says that messaging provides a level of historical visibility that makes it easier for employees to personalize customer conversations. The result? Improved customer satisfaction, enhanced employee engagement, and real financial results.

While some might be skeptical that one single channel could have this type of influence, Aberdeen has the research to support it. Companies that use messaging achieve 2.9 times greater annual increase in NPS scores compared to those who don’t. (12.3% vs. 4.3%). The research also found that Companies using messaging achieve a 24.5% year-over-year increase in return on marketing investments (vs. the 5.7% who don’t use messaging).

Business Case for Messaging
It is easy to see that companies using messaging consistently outperformed the others.  But what are the factors driving the increases? It’s simple really. Employees like to use tools that they are familiar with and employee engagement increases when employees can communicate using technology they know and are comfortable with. While some customer service technologies can be complex, messaging is rather intuitive and you can directly correlate engaged employees with a higher level of productivity and better performance overall, in fact, our Agent Experience Survey found that too. This is reflected in company’s net promoter scores (NPS), engaged employees = higher NPS score.

The benefits of messaging don’t stop there, according to Aberdeen, companies using messaging also have significant financial advantages. Aberdeen’s research found that companies using messaging achieve 25% greater annual growth in revenue, compared to peers that are not using messaging. They also see 8.6% increase in average profit margin per customer. Overall, messaging can increase the top-line revenue while reducing the cost to serve customers.

Read the Aberdeen report to learn how implementing messaging can improve your business overall and the best practices to ensure you achieve maximum results.