Masterclass eight -A guide to integrating and communicating with in-app chat

Welcome to lesson eight of our omnichannel masterclass. We’ve already spoken about push notifications and live chat, but app chat combines the value and expectations of both.

Expectations and risks

Customers today do not expect to leave your app if they have an issue or question. In-app resolution is not just the goal, but the standard of customer service that consumers expect. Remember, communicating to your app users is already a unique audience as these are people who already believe in your brand to have the app at all, so if you turn these users off with a bad experience, you are alienating some of your most valuable and loyal customers. If you create an app that forces user to go elsewhere to seek answers, perhaps about delivery of a product, or even to report a glitch on your app that is preventing them buying at all, one of two things could happen. The first is that they don’t bother. Maybe it was an impulse purchase they can easily be distracted out of, or maybe they know they can get better service from a competitor. The second experience that could happen is that users seek answers on other channels, publicly complaining, or privately messaging only to have a conversation that is frustrating due to its lack of context and offers a poor experience even if a resolution is met. By keeping customers in the app, however, and providing them with a seamless experience, you are keeping them engaged with your brand, product or service and as a result will see a better lifetime value.

Doubling down on value and loyalty

Don’t forget how valuable in-app chat can be too. When it’s not providing great customer service, it can be used for marketing campaigns that communicate and engage customers who are already passionate about your brand. Combined with a campaign of push notifications that build the habit of app usage into your customer’s routine, you will see great success using marketing with in-app chat, whilst your customers will be thrilled to see their loyalty rewarded with deals, discounts and exclusive content.

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