eCommerce News New Zealand logo
The latest digital commerce news for Kiwi businesses
Story image

How to keep your customers engaged when introducing an integrated app strategy

By Contributor
Wed 18 Mar 2020
FYI, this story is more than a year old

The days of rushing to the letterbox to check for mail are long gone. Today, 80% of people reach for their mobile for the same type of information before they step out of bed - let alone leave the house. Our urge to be connected is also fueling environments for enterprises to engage more directly and authentically with customers in the communications platform-as-a-service (CPaaS) market. 

Soprano Design VP global product marketing, Matt Thompson,  says while SMS is still the most immediate form of communication because of the reach mobiles provide, their immediacy, ubiquity of access and simplicity of use, more businesses need to expand their concept of what is possible on mobile devices today.

“Businesses are being compelled by their consumers to engage in a variety of places on mobile devices that are extending beyond SMS thanks to Google’s rich communication services (RCS) and competing social mobile platforms like Facebook’s WhatsApp Business or Apple Business Chat. For most of us, mobiles have primarily been used for talking to friends, colleagues and family but they’re increasingly used to engage with our favourite businesses and brands.”

What’s fueling this is the more interactive nature of social communication channels and the need for enterprises to be where their audiences are, says Thompson.

“This, in turn, is driving the need for enterprises to have an omni-channel platform strategy to get the right information to the right person in the right format at the right time for the right business outcome. This type of orchestration requires a coordinating platform capability that integrates SMS, email, voice, rich media (video and audio) and the newer interactive social channels like What’s App.”

And while savvy businesses understand engaging with customers in their own environments makes sense, the path to making these meaningful connections with customers is not always easy says Thompson who pinpoints to the pitfalls to avoid when developing an integrated app strategy.  

1.    Right channel, right tone

Getting a consistent message across multiple digital channels, including new social channels like RCS, WhatsApp Business and Apple Business Chat, requires up-front planning, says Thompson.

“Equally important is the content itself. It’s vital to get the right content into the right channel at the right time. For example, most people turn their devices off while flying which means that a WhatsApp message sent prior to take-off may not be read before the content expires. If it isn’t an emergency, the software platform might be set up to do nothing. However, contrast the setup needed for a true emergency where consideration of message, forum, timing and even volume come into play. If it’s a time-sensitive message, such as a workflow confirmation that can be actioned by someone else while you’re in flight, you might set your mobile to ‘do not disturb’ so the system knows to send the same message to someone else, or even automatically recall it and send a separate, more relevant text for review upon landing. In some situations, people won’t care if they get messages in more than one channel as long as they get it.” 

2.    Permission pitfalls

People must have the option to opt out of communication, says Thompson. “Failure by businesses to self-manage their content and channel choices is why expensive processes and sophisticated technologies such as machine learning are now necessary to filter out spam. Facebook, which has 1.5 billion users on its WhatsApp platform, has implemented its own anti-spam controls whereby each vendor that signs up is screened and must agree to some fairly strict rules of engagement. The costs of these measures are passed along and symptomatic of businesses failing to plan ahead and make sure their content and digital channels cater to the preferences of their customers.”

3.    Right partner, right place

Once enterprises know who they’re seeking to communicate with, and have their permission, the next step is ensuring the right technology and provider to support their vision for engagement continues Thompson. 

“As demand for increased interoperability and two-way omni-channel interactivity between enterprise and social messaging platforms grows, we’re seeing a corresponding increase in the ability of companies to follow their consumers and employees into the locations where they prefer to communicate. This integration and orchestration of mobile services is becoming a new source of competitive advantage for businesses as adoption of mobile devices expands.”  

Thompson says social apps like WhatsApp and Apple Business Chat are logical connection points for companies and customers especially for time-sensitive information such as confirming a doctor’s appointment or a natural disaster and where to get help.

4.    Rich media on the rise

Thompson says RCS will continue to grow as Google and mobile operators further enable it to be as easy to use as SMS. 

“RCS is becoming more powerful for when customers, for example, want to initiate engagement with a business or brand and ask a direct question with a real-time response rather than waiting on hold for what often feels like hours. It’s no longer about pushing out messages – companies need to actively seek capabilities that can pull people in.” 

Thompson says new avenues for mobile engagement through nascent social mobile channels will become more common over the next five years as more enterprises seek to engage within their audiences on personal and work devices. 

“Meaningful engagement is increasingly a differentiator for businesses and brands so delivering mobile capabilities that are secure, relevant, timely and interactive is now essential.” 

Related stories
Top stories
Story image
Customer experience
Research unveils precarious customer loyalty for retailers
New research has found customers are reassessing established brand loyalties as their priorities and behaviours shift.
Story image
First Table
First Table set to revive restaurant commerce in NZ with platform launch
A new restaurant booking platform has launched in New Zealand, giving Kiwi diners the opportunity to save and book at a variety of restaurants around the country.
Story image
Lightspeed
Lightspeed launches all-in-one marketing platform in A/NZ
ECommerce provider, Lightspeed has launched a new all-in-one marketing solution, Lightspeed Marketing & Loyalty in Australia and New Zealand.
Story image
CRM
Zendesk announces new conversational CRM solutions
“The last few years have made it obvious that digital is the front door, convenience is paramount and relationships are anchored in conversations."
Story image
Gaming
Mastercard users can now use rewards points in gaming
Mastercard has launched Mastercard Gamer Xchange (MGX), allowing APAC consumers to convert their rewards points into gaming currency.
Story image
Veryfi
Veryfi announces Mobile Receipt Capture for D2C marketing apps
Veryfi has announced a new enhancement to its portfolio, with Mobile Receipt Capture for direct-to-consumer marketing apps.
Story image
Sustainability
Hootsuite 2021 Impact Report shows workforce more diverse
Hootsuite has released its annual 2021 Impact Report detailing the results of its social impact initiatives following the launch of its corporate guiding principles.
Story image
Forrester
commercetools named a Leader in B2B Forrester report
commercetools has been named a Leader in The Forrester Wave: B2B Commerce Solutions, Q2 2022 report, receiving the highest scores possible in 10 criteria.
Story image
Customer experience
Digital insight through UCaaS to improve customer experience
One of the most quoted adages in business is "if you can't measure it, you can't manage it" this has been a long-held problem in telephony and customer service.
Story image
CRM
Freshworks launches new CRM with Shopify availability
Freshworks has launched a new customer relationship management (CRM) solution, which has also been made available on the Shopify apps store.
Story image
Phishing
Retail and wholesale at significant risk of phishing attacks
New research from Zscaler has found that many retail and wholesale environments are at significant risk, with a 400% increase in phishing attacks being reported in the last 12 months.
Story image
Microsoft
FIS Modern Banking Platform now available on Microsoft Azure
FIS says the partnership will expand its digital online banking to markets like New Zealand, the United Kingdom and Thailand
Story image
Amazon Web Services / AWS
AWS granted OIO consent for billion dollar NZ Region project
AWS has announced that the Overseas Investment Office (OIO) has granted consent for the advancement of the new billion-dollar AWS Asia Pacific (Auckland) Region project.
Story image
Artificial Intelligence
SAS unveils AI experience to improve kids' batting abilities
SAS has created The Batting Lab, an interactive experience using AI, computer vision and IoT analytics to help kids improve their baseball and softball swings.
Story image
Chorus
Chorus enhances West Coast infrastructure for upgraded telecoms
Chorus has announced the completion of a 250km infrastructure project set to provide the West Coast with upgraded and enhanced telecommunications.
Story image
Xero
More solutions updates and developments from Xero announced
Xero has announced a raft of new globally available solutions, features and product updates for the month of May, along with future developments soon to be rolled out.
Story image
Open banking
A look at the rewards and risks of open banking - report
RiskBusiness says its report on open banking finds that while it holds much potential, financial services firms need to ensure they have robust, risk processes.
Story image
Pinterest
Pinterest partners with WooCommerce and launches app
The new app gives businesses of all sizes the power to turn their product catalogues into shoppable product pins on Pinterest
Story image
Machine Learning
Moloco launches updates to Cloud Demand-Side Platform
The latest updates focus on improving performance through intelligent budget allocation, automating workflows through smart campaign UI/UX, and ad creation.
Story image
Cryptocurrency
Prominent cryptocurrency trader hit by 'perfect storm'
A leading local crypto currency trading platform, BitPrime, says a "perfect storm" has hit its finances, forcing it to put a halt on operations.
Story image
Fintech
Visa chooses NZ startup for APAC Accelerator Programme
Visa has selected New Zealand payments startup Cymonz for the 2022 cohort of its Visa Accelerator Programme in Asia Pacific.
Story image
CRM
Salesforce launches AI-based insights with CRM Analytics
Salesforce announces CRM Analytics, AI-based insights for sales, marketing, and service teams in every industry.
Story image
Collaboration
Is video technology the future of retail?
The way we hunt for and buy products has forever changed with innovative technology designed to take customers from their initial curiosity through to purchase
Story image
Sustainability
The AI Forum helps NZ pave the way with AI sustainability practices
Non-profit organisation The AI Forum is helping Kiwis learn about addressing climate change issues through the use of AI technology.
Story image
Customer experience
Dell Technologies expands edge innovations for retailers
Dell Technologies has announced the expansion of its edge solutions to help retailers quickly generate more value and deliver enhanced customer experiences.
Story image
Esker
Esker named Challenger in 2022 Gartner Magic Quadrant
Esker has been named a Challenger in the 2022 Gartner Magic Quadrant for Integrated Invoice-to-Cash Applications.
Story image
Artificial Intelligence
Laybuy launches new AI chatbot Hugo using Ambit tech
Laybuy partners with fellow New Zealand company Ambit to launch conversational AI in a bid to support its international growth.
Story image
IBM
Vodafone extends collaboration with IBM, MATRIXX Software
"To realise the promise of 5G, decisions need to be made with the right technology solutions, skills and support to execute and succeed."
Story image
Marketplacer
Marketplacer and True Woo partner for wellness marketplace
Marketplacer has announced the completion of a new holistic online marketplace for True Woo, offering a range of products and services targeted at individuals seeking ways to improve their wellbeing.
Story image
Online shopping
A/NZ shoppers plan to spend less, be more selective
For retailers, 2022 is set to be a year of introspection as shoppers across Australia and New Zealand indicate they plan to spend less.
Story image
Customer experience
8x8 and Genesys collaborate on customer service solution
With the new integration, organisations can align agents and the appropriate subject matter experts to collaborate for better customer outcomes.
Booster
Booster Innovation Fund. A fund of Kiwi ingenuity – for Kiwi investors.
Link image
Story image
Adyen
Adyen expands partnership with Afterpay as BNPL payments increase
Adyen has expanded its partnership with AfterPay allowing more of Adyen’s merchants in more countries worldwide to use the BNPL provider.
Story image
Network Management
Vodafone, Anodot to transform network, customer experience
Vodafone New Zealand has chosen Anodot to transform its network performance visibility and improve customer experiences.
Story image
Fintech
Incumbent banks must embrace data-centric capabilities
Retail banks are lagging in their ability to offer true omnichannel experiences, as customers pivot to competitors that offer more personalised experiences.
Story image
SAS
New SAS service overcomes subscription fatigue for media companies
SAS has launched SAS 360 Match which helps media companies move towards a AVOD model to generate revenue as subscribers cancel.
Story image
HP New Zealand
HPE NZ sees $8 million decline in latest financial report
HPE New Zealand has seen a decline of over NZD$8 million in the sale of its goods year-over-year, according to its latest financial report.
Story image
Phishing
Google reveals new safety and security measures for users
Google's new measures include automatic two step verification, virtual cards and making it easier to remove contact information on Google Search results.
Story image
SaaS
Forrester Research names BigCommerce a Strong Performer
BigCommerce has announced it has been named a Strong Performer by Forrester Research in both the Forrester Wave: B2C Commerce Solutions, Q2 2022 and the Forrester Wave: B2B Commerce Solutions, Q2 2022 reports.
Story image
Amazon Web Services / AWS
Databricks strengthens AWS partnership with new Lakehouse offering
Customers will experience faster onboarding and unified account administration to make building a Databricks Lakehouse on AWS easier.
Story image
Mobility
Hands-on review: STM laptop bags
The advent of hybrid working has meant we need laptop bags. We got our hands on two of the most popular laptop bags from STM.
Story image
Remote Working
Better tech key to adapting to the hybrid workplace - Adobe
The shift to hybrid work has been a boon for many information workers, but also comes with its share of challenges, particularly with regards to technology.
Story image
Climate change
Record growth for NZ startups as conscious investment trend emerges
New Zealand has a reputation for efficiency and innovation, and has strong potential to be a leader in climate tech.
Story image
Collaboration
Zoom announces CX innovations for 'work anywhere' workforce
Zoom Video Communications has unveiled its latest innovations in the Zoom platform to help businesses improve customer and employee experiences.