previous icon Back to blog
Sep 30, 2022
7 minutes read

Why Engagement on the Right Communication Channels Is Key

Today’s consumers expect simplicity and convenience when communicating with a business. That means easy engagement and reachability when the customer needs it. Being present on the right communication channels can make or break the customer experience.

Most businesses allow their customers to contact them. Some mention a telephone number and an email contact form on their service page, others will chat with their customers on conversational messaging channels such as WhatsApp Business Platform or Instagram Messaging. That means their customers can engage with them, and thus a good customer experience, right? So why bother investing in more channels, right?

But what makes customer engagement 'good'? Are you sure you are reaching your target audience? And is your communication strategy optimized for your personal goals? Let's discuss.

Customer Engagement & Customer Experience

Today, more than two-thirds of companies compete primarily based on customer experience. A good customer experience comes from minimized friction, maximized speed, and efficiency, combined with a human touch.

These values also hold true during customer engagement. It is important that customers feel heard, seen, and appreciated. New technologies - and communication channels- can optimize the customer experience you offer during customer engagement. How? By being present and approachable on the channels that your customers frequently use. Meet your customers where they are - on their preferred messaging apps.

When asked if they can choose where to make a purchase, 68% of consumers are more likely to go with the business with convenient communications - Forrester, 2020.

That being said, adding multiple messaging channels doesn't always mean offering the best customer experience. The big question you need to ask yourself is: Who am I trying to reach?

How to Reach Your Target Audience?

Slapping an email address or telephone number on your contact page is not enough. Even your presence on WhatsApp - one of the most popular messaging channels today- may not be reaching the right audience. Different channels also have different benefits and limitations, so even if the target audience is reached, are you able to communicate the right way?

What works for your business is highly dependent on your target audience and your situation. You need to ask yourself three questions:

  1. Who do I want to reach or engage with?
  2. What do I want to achieve with the engagement?
  3. Am I using the correct channels to do so?

If you can answer the first two questions, we can help you answer the third!

Channel Advisor Banner

Let's look at some use cases.

WhatsApp Business and Instagram Messaging for the Indian Millenials

Nidhi has a business located in India, that specializes in baby products. She's looking to sell her products locally and wants to both market her products and get in touch with customers to provide service. One service she really wants to offer is order confirmation and tracking. She can create tracking links in her order confirmations; she just needs to get those messages to her customers. What communication channels would truly benefit her business?

Looking at the most popular communication channels in her target country, we can see that both WhatsApp and Instagram Direct Messages truly reign supreme among the conversational messaging apps in India, with Messenger, Telegram and Twitter close behind.

Most Popular Channels in India

channel-advisor-data-blog-image-india

Considering Nidhi is in the baby business, her target audience is people that are currently starting their families: the Millenials. Looking at the most popular conversational messaging apps of that generation, we see that WhatsApp ranks on top, with Instagram Messages on second place.

Best Messaging Channels for Millenials - Gen Y

Gen Y channel advisor

But before deciding on a channel, it is also important that Nidhi can achieve the right type of communication. As mentioned above, Nidhi wants to both market her products and provide customer service by sending order confirmations and tracking information.

WhatsApp Business, with its large reach in Nidhi's target audience, is a great tool to market her products, and it'll also enable her to chat with her customers and provide service. The order confirmations and tracking links can best be sent via WhatsApp notifications (with SMS as a fall-back to ensure that all customers receive their tracking info). It's safe to conclude that Instagram Messaging and WhatsApp are MUST-HAVES in the communication strategy of Nidhi's baby business.

Instagram Messaging for Zoomers in the USA

John has an online business selling contemporary gadgets and goods to the younger generations in the United States. John, being a Millenial himself, already added Facebook Messenger to his customer service strategy. It's the channel he most frequently uses and therefore thought it was a good fit. But he isn't reaching his preferred customers: Gen Z.

Let's have a look at the most popular conversational channels in the United States and find out how John can optimize his strategy. Based on the stats below, Facebook Messenger certainly seems like a valuable asset, as it is the most popular channel in the USA. Facebook Messenger is also optimized for customer service use cases, so why would John be struggling to reach his audience?

Most Popular Channels in the USA

USA channel advisor

Let's have a look at the most popular conversational channels among Gen Z. While Facebook Messenger is mentioned in the top 5, it is significantly less popular among Gen Z than for example Instagram Messaging.

Best Messaging Channels for Gen Z

Gen Z channel advisorConsidering that Gen Z's most popular conversational channel is Instagram Messages, combined with the fact that Instagram Messages also ranks as the second most popular messaging app in the USA, makes it a very valuable asset to John's business.

WhatsApp Business for Boomers in Turkey

Deniz finished his IT studies in Ankara and has just set up his own IT consultancy business to help the local 50+ generation - the Boomers- with their PC troubles. He wants to promote his business online and connect with his customers on the channels they are familiar with.

The most popular messaging channels in Turkey are as seen below. But are these also the channels that his target audience feels comfortable with?

Most Popular Channels in Turkey

channel advisor Turkey

According to the statistics below, Boomers are mostly found on WhatsApp, with Facebook Messenger and Instagram Messaging closing the top 3.

Best Messaging Channels for Boomers

boomers channel advisor

Based on what we now know about Deniz' target audience, combined with the fact that he wishes to both market and connect with his customers, we can conclude the following: His business would benefit from customer engagement over WhatsApp Business, while he may also promote his services via advertisements on Instagram.

Choose the Right Messaging Channels for Your Business

Understanding your target audience and identifying their preferred communication channels will help optimize the customer experience you offer to them. Engage with your customers where and when it provides the most value to them, on the right channels to get your message across, and you'll be able to differentiate your business and grow.

We often help our customers define which communication channels are the perfect fit for their business, and we can do the same for you. Check out our Communication Channel Advisor and see what works for your target audience and personal goals, or contact us for personalized advice.

Channel Advisor Banner

Our Communication Channel Advisor data is based on statistics from Statista and wearesocial.

Was this article interesting?
Share it!
Christel Brouwers
Copywriter at CM.com. Passionate about language and getting CM.com’s message out there. Shares content about CPaaS, Payments and more.

Latest Articles

whatsapp business features blog
Feb 21, 2023 • WhatsApp

WhatsApp Business Features to Boost Your eCommerce Business

WhatsApp Business gives business owners a presence on one of the world's most popular social messaging apps which allows them to communicate more effectively with their customers and help their businesses grow in the online marketplace. Here are just some of the features that have already made the WhatsApp Business Platform an essential part of people's eCommerce practices across the world.

Multi-channel vs. omni-channel
Jan 30, 2023 • Messaging

Multi-Channel vs Omni-Channel: What’s the Difference?

Surely, we’ve all heard the terms Multi-channel and Omni-channel. What can these marketing strategies mean for your company? For an answer to that question, we need to know the difference between the two. In this short article, I’ll explain just what all the fuss is about.

whatsapp-business-blog-image-conversational-commerce_payment
Jan 25, 2023 • WhatsApp

How to Use WhatsApp Business for Conversational Commerce?

Conversational Commerce is a type of eCommerce that focuses on two-way conversations with customers via the use of online chat tools. It's a concept that's actually been around for quite some time, with former Developer Experience Lead at Uber, Chris Messina, describing it as "the intersection of messaging apps and shopping" back in 2015.

whatsapp-business-blog_image-product-messages
Jan 25, 2023 • WhatsApp

Showcase Your Products With WhatsApp Business Product Messages

You might already be using WhatsApp Business as a communications channel for things like customer service, customer feedback, and marketing. However, what many people have yet to discover is the power of WhatsApp Product Messages as a highly innovative and effective way to boost your sales potential on one of the world's most popular online messaging channels.

whatsapp-business-blog_image-service-automation
Jan 25, 2023 • WhatsApp

How to Use WhatsApp Business for Service Automation

The process of refunding or replacing a product is an inherently sensitive situation that can quickly turn into a source of tension or frustration for customers and businesses alike. Let's face it, when we as consumers are looking for a refund or replacement of a product that we’re unsatisfied with, the idea of having to scroll through lengthy pages of information that may or may not be relevant to what we need to know doesn't exactly fill us with joy; nor does the idea of spending extended lengths of time on hold with customer service.

whatsapp-business-blog_image-tracking-order-updates
Jan 25, 2023 • WhatsApp

How to Use WhatsApp for Tracking and Order Updates

Even the most easy-going among us can get a bit nervous if we don't know what's going on with our order. We've all been there, combing through our emails from the past month searching for payment confirmation, or fretting about whether our product has accidentally been shipped three-quarters of the way around the world to an unknown location, never to be seen again.

whatsapp-business-blog_image-customer-feedback
Jan 25, 2023 • WhatsApp

Collect Customer Feedback With WhatsApp Business

Customer feedback is a vital part of any business as an essential point of contact between the buyer and the seller. However, obtaining good quality feedback can have its obstacles, not least because the process of giving and collecting information in the form of traditional customer surveys can often be time-consuming and tedious for consumers and businesses alike.

Increase Your Conversions Rate With WhatsApp Business
Jan 25, 2023 • WhatsApp

Increase Your Conversions Rate With WhatsApp Business Assisted Sales

You don't need a degree in psychology to know that some customers are more risk-averse than others when it comes to making a purchase. When shopping online everyone has, at some point, been in the position of hovering over the 'confirm payment' button with that little voice at the back of their minds telling them they're about to make a mistake. Sometimes we throw caution to the wind regardless of any doubts we may have and buy the product anyway; in many cases, we abandon our carts and go elsewhere to find what we're looking for.

whatsapp-business-blog_image-abandoned-carts-stock-wishlist
Jan 25, 2023 • WhatsApp

How WhatsApp Business Can Help With Abandoned Carts Recovery

Picture the scene as a customer: we've made the decision that we're going to buy something and we've added it to the cart, but for whatever reason, we don't follow through with the transaction. Sometimes we forget that we've added items to the cart; other times the phone rings just as we're about to click pay and we forget about it. On other occasions, we see something at the last minute that we don't like the look of that makes us think twice about buying.

Is this region a better fit for you?
Go
close icon