previous icon Back to blog
Mar 30, 2022
4 minutes read

Customer Conversations: It Starts With an Entry Point

Customers use conversational channels every day; whether they’re interacting with friends, colleagues, or businesses, it’s these kinds of interactions that contribute to the 100 billion messages sent daily on WhatsApp, Facebook Messenger and Instagram. And that’s just the tip of the iceberg. But how do you get your customers to start using conversational channels to interact with you?

Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager

Why Conversational Channels?

Delivering a frictionless, simple experience for your customers should be priority number one. If they have an issue, seeing it resolved rapidly means they are more likely to do business with you again, so it makes sense to ensure your customer service teams are available on whichever channels your customers prefer.

When you consider that 5bn people can receive SMS notifications on their mobile devices, 2.8bn use mobile messaging apps and tools, and there 60+bn messages exchanged each day on WhatsApp alone, the potential for conversational channels as a sales and service tool becomes abundantly apparent.

It’s also important to note that customers are channel agnostic and will shift between channels depending on a variety of factors, such as where they are, which device they’re using, and what time of day it is.

All of that means that an omnichannel approach to customer engagement is the most effective way to communicate with your customers in order to reliably keep track of conversations and ensure you’re on top of the status of their issues.

Consider that 75% of consumers prefer to communicate with businesses via messaging channels rather than traditional channels and you’ll begin to understand how important conversational channels are.


How Do I Get My Customers To Use Conversational Channels?

Allowing your customers to start conversations with you using the platforms they use to communicate with friends and family positions your business as more than just a commercial entity. Consumers are looking for the fastest way from point A to point B in every element of their busy lives and that includes resolving issues as a customer. It’s estimated that up to 96% of customers who have a bad experience don’t complain, they just move on to your competitors. Making it easy for them to resolve issues is key to earning their trust as repeat customers and key to that is giving your customers ‘entry points’.

Those entry points should be available across websites, in-app, social media, emails, search engines, and offline to give customers a range of ways to contact you easily, meaning you can deliver on-the-go customer support.

It’s not all about customer complaint resolution either. Enabling conversations with customers – and prospective customers – means you have the opportunity to engage with them and drive them towards a conversion using conversational channels, delivering real, measurable ROI for your omnichannel activity.

How Do I Set Up Entry Points?

There are numerous ways to get your customers talking on conversational channels. Here are just a few examples:

  • You can start conversations using Google Business Messages in both Google Search and Maps

  • You can also start conversations in Apple Messages for Business, Apple Maps, and iOS Search

  • You can encourage users to scan a QR code to open WhatsApp Business and converse with your team

  • Downloading an app via SMS is a great way to push people to interact with your brand

  • Instagram Messaging allows consumers to message businesses via their Instagram Business profile, shop, and stories

  • Facebook allows businesses to create Click-to-Messenger ads which give customers one-click access to your profile on Facebook Messenger.

Conversational Channels In Action

Case study: Hello Paisa

Hello Paisa uses the Mobile Service Cloud and WhatsApp for business to engage its consumers. Using conversational commerce by enabling consumers to use WhatsApp as a simple means to send money abroad as conveniently as texting a friend.

Together with creating a seamless customer journey via a WhatsApp chatbot. The Mobile Service Cloud solution is used to address incoming support queries from Hello Paisa and Malaicha.com consumers.

Read the customer story

Case study: Business and Arts South Africa

Business and Arts South Africa connects young artists with opportunities through WhatsApp, despite challenging pandemic conditions. The WhatsApp Business chatbot provided a guided conversation to help applicants with their entries. Entrants started the guided conversation by saying “Hi” to the chatbot and then following instructions to upload a one-minute video application. If at any point, someone needed more help than the chatbot or FAQ could provide, they could start a breakout conversation with a human agent.

Read the customer story


With entry points, you can start conversations with consumers that can lead directly to sales but you need the right technology to turn those conversations into conversions.

Discovery how to deliver a frictionless service to your customers with conversational channels.,

Was this article interesting?
Share it!
Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager
logo linkedin icon

Is the Marketing Manager for the UK and Ireland at CM.com and mainly writes about the music and sports industry with a focus on attendee experience.

Latest articles

WhatsApp vs Facebook Messenger
Feb 12, 2024 • Instant Messaging

WhatsApp vs Facebook Messenger: Which messaging channel is best for what?

WhatsApp and Facebook Messenger are both established messaging channels for customer engagement, but what are the differences? Lets look at what the advantages are of each channel and which situations call for which channel. Let's dive in.

blog-featured-sms-ecommerce
Feb 09, 2024 • SMS

SMS for e-commerce: Create a successful e-commerce strategy with SMS

Want to grow your business? Then customer contact is key. Now that everybody and everything is connected to each other via these powerful little computers in our hands, the way you communicate with customers is becoming increasingly important for your success. Read all about how you can use SMS to elevate your customer contact, drive sales and create a loyal customer base.

drive-engagement-and-convert-your-conversations-with-whatsapp-carousel
Feb 05, 2024 • WhatsApp

Drive engagement and convert your conversations with WhatsApp Carousel

Are you talking to your customers on WhatsApp? You really should! WhatsApp Business Platform, the business communication platform of one of the most popular messaging channels in the world today, has a wide selection of powerful engagement tools to enhance customer communication and boost sales. And they've added another innovative feature under their belt: WhatsApp Carousel.

SMS Gateway Comparison: The Search For The Perfect Operator
Nov 13, 2023 • SMS

Measuring the effectiveness of SMS for Black Friday

During the Black Friday rush, retailers significantly increase SMS traffic to share exclusive deals, limited-time offers, and early access with customers. In 2022, brands sent 68% more SMS messages on Black Friday. By harnessing the power of this popular communication channel, businesses can reach eager shoppers, boost engagement and drive conversions. Some SMS campaigns have delivered an incredible 2000% return on investment (ROI) during Black Friday. Yet, with increased traffic, retailers must effectively manage and measure SMS campaigns to truly capitalise on the Black Friday weekend.

blog-retail-ecommerce-instagram-messages
Nov 13, 2023 • Messaging

Social Commerce: Leveraging Instagram Marketing Messages for Retail Success

In the dynamic landscape of retail and e-commerce, staying relevant through this social commerce revolution, has never been more challenging. As we delve into the heart of the digital age, social media platforms have emerged as indispensable allies for businesses, reshaping the way brands connect with their audience. Among these platforms, Instagram stands tall, boasting a colossal user base of 2 billion active users globally.

The Software Debate: CPaaS vs Saas
Oct 31, 2023 • Messaging

Boost Black Friday Sales with WhatsApp, Instagram and Facebook Business Messaging

Black Friday remains a highly anticipated shopping event, having witnessed a 3.5% global increase in online sales, reaching an impressive $65.3 billion in 2022. In light of this, businesses, both large and small, are in fierce competition for maximum visibility. Nevertheless, this task is anything but simple. Retailers find themselves grappling with the need to stand out, contend with steep advertising costs, and meet the ever-rising expectations of consumers.

messaging-fraud-and-prevention-for-businesses
Oct 18, 2023 • Instant Messaging

A2P Messaging Fraud and Prevention for Businesses

Safeguarding company data against security threats should be on the top of the priorities list for every modern company. Especially since A2P, or application-to-person messaging fraud is on the rise. Read all about the different types of A2P fraud and what steps you can take to avoid being the next victim.

messaging-fraud-and-prevention-for-businesses
Oct 16, 2023 • Security

Combat SMS Pumping (AIT) Fraud Effectively With CM.com

In this digital era, providing the optimal customer experience means connecting and engaging with your customers online on their favorite platforms and channels. Online (automated) customer engagement and A2P (application-to-person) messaging is bigger than ever, which unfortunately also means that messaging fraud is on the rise. Artificially Inflated Traffic (AIT) fraud has become an alarming issue in the telecommunications industry, but worry not! CM.com has built the perfect safeguard feature to protect your business endeavors from AIT fraud.

live-meta
Oct 09, 2023 • SMS

Why SMS remains as essential as ever for Black Friday

One might assume that SMS has lost relevance in an era dominated by popular messaging channels such as WhatsApp and Instagram. However, when it comes to Black Friday, one of the most anticipated shopping events of the year, SMS remains as important as ever. While consumers are bombarded with emails, push notifications, and social media advertisements, the humble SMS message, with its 98% open rate, often cuts through the noise and connects businesses with eager shoppers.

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