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Aug 24, 2022
5 minutes read

Why Do I Need a Google’s Business Messages Partner?

Google is making companies even more accessible through the launch of Google’s Business Messages, allowing customers to reach you in their moment of need. While the messaging service is available as an app, larger businesses are better suited to engage with customers through Google's Business Messages API, which requires partner support. Let's have a look at how this messaging channel is ideal for growing businesses looking to stay ahead of the competition.

What Is Google's Business Messages?

This mobile conversational communication channel offered by Google enables your customers to message your business directly using Google Search, Google Maps, brand websites, or apps. It’s an artificial intelligence-powered system released by Google Cloud that provides conversational responses using chatbots. It can also hand off the conversation to a human for continued support if needed. 

This innovative channel can also be integrated into your website and ensures your customers can get in touch with you whenever they need to. When you partner with a third-party provider, you’re able to make use of the service through Google’s Business Messaging API. This is ideal for high call volumes, particularly in the corporate space. 

What Are the Advantages of Google’s Business Messages?

This latest Google offering adds incredible value to your business, particularly when you’re working with an effective messaging partner. Some of the benefits of Google’s Business Messages include:

Provide Richer, More Helpful Service

Increased market competition and accessibility have led to a more demanding consumer who wants answers immediately. With Google’s Business Messages, you’re able to provide answers and recommendations to your potential customers wherever they are. But more than this, the messaging platform synchronizes conversations across all of Google’s channels, so you can pick up where you left off later without losing any of the context. This makes communication with your customers much more personalized and meaningful. 

googles-business-messages chat

Build up Consumer Trust

Through this seamless customer communication that adds value to their online experience, you’re able to create a great customer experience that builds brand loyalty. Customers that receive the information they want in real-time will share this with friends and family, either via word-of-mouth marketing or positive reviews. 

Let Customers Message You on Their Terms

According to Statista, as of January 2022: “Google sites were ranked first amongst the most visited multi-platform web properties in the United States.”

The reality is that Google remains a dominant global search engine, so potential customers are constantly using the site to find goods and services they need. Google’s Business Messages simply brings the conversation to where customers already are. Using mobile entry points like Google Maps and Search, you can send product recommendations, suggestions and responses to customers when they’re looking for them on their terms.

Simple Integration and Features

When using a third-party provider, Google’s Business Messages can be easily integrated into your existing messaging service through the API. In fact, it can even integrate with chatbots allowing you to better automate communication and connect with customers quickly and easily. The outstanding features offered by the messaging platform – photos, carousels, smart replies, and more – will further enhance this personalized customer engagement. 

googles-business-messages-chat

Better Customer Service

With Google’s Business Messages, you’re effectively shortening the communication path between your business and your customers while allowing service agents to handle multiple conversations simultaneously. This communication channel allows you to prepare up to five welcome messages, with automated communication freeing up agents to deal with more revenue-driving tasks. The end result is a better overall customer experience

Drive More Sales

By differentiating your brand through this value-adding service, you’re able to drive more sales over time. Through personalized communication, offering clients what they need when they need it, you’re creating a better customer experience and are more likely to secure sales from the engagement. This platform also provides the perfect opportunity to cross-sell and upsell to engaged buyers through product photos, carousels and other digital marketing techniques. 

Why Should You Work With a Business Messages Partner?

Google's Business Messages is being adopted by more and more businesses every day, with customers benefitting from a personalized experience that increases conversions, improves ROI, and drives business impact. Google’s Business Messages allow users to go from a Google search directly to a one-on-one conversation with a brand – and this service has been expanded through the API supported by select partners. 

These partners work with companies that are looking to deploy Google’s Business Messages. A partner can be beneficial in the following ways:

They provide hands-on development and customized development services to companies using the latest technology; 

  • Partners provide technical support at all times; 
  • They influence the company’s roadmap, noting what works and what doesn’t;
  • They specialize in solutions across various sectors such as retail, banking, telecommunication; airlines and pharmaceuticals; 
  • They implement AI chatbots and live agent chat solutions for continuous customer engagement; 
  • They can advance conversations through the purchase funnel; and 
  • They offer their customers an enhanced experience. 

Why Choose CM.com as Google's Business Messages Partner?

If you’re a larger organization that fields high volumes of customer engagement daily, then your best option is to go with Google's Business Messaging API while partnering with CM.com. 


CM.com is a global leader in cloud software for conversational commerce and has recently been named an official partner of Google’s Business Messages. This means we can integrate Google’s Business Messages into our offering, building on expertise across a wide variety of conversational channels and consolidating our position as a world leader in omnichannel communications.

CM.com prioritizes customer needs and requirements while leveraging our vast expertise to take the company forward. We have an intimate understanding of the needs and advantages of Google’s Business Messages and its integration within the Google ecosystem, with the platform experiencing enormous growth over the past two years. 

Discover how you can integrate Google's Business Messages into your workflow.

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Guylaine Bergé
Is Product Marketer for CPaaS (SMS, Voice and OTT Channels). Guylaine likes to bring the right information at the right time and empower people to make things happen. Bringing the right insights to product, sales and marketing to allow succesfull product to go to market is what drives her everyday. She enjoys to keep up to date to the last CPaaS trends and loves to hear and share our last customer success stories.

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