On-Demand Marketplaces are synonymous to spontaneity and responsiveness. Here users are accustomed to transactions taking place at the push of a button, hence their engagement level is always on a tumultuous slope. A slight nudge and they most certainly would go down that slope, only to be lapped up by one of your competitors.
Consider your own case for instance. What happens when you turn on your taxi app and see a 10 mins ETA? You turn to its competitor. This is why On-Demand Marketplaces need to reduce the friction between users and suppliers. The key to this is to keep the user engaged by means of an ongoing conversation throughout the purchase journey.
Having powered In-app Communication across hundreds of On-Demand & Marketplaces applications, we realized that leveraging the transformative power of Messaging Technology is a key to success here. In-app communication drives Marketplaces to Attract Users, Build Trust and Deliver Exceptional Service, ensuring spontaneity at all steps.
We have powered Messaging across many On-Demand and Marketplaces applications, and have hence witnessed numerous Use Cases that they have benefited from immensely. In this blogpost, we will highlight the Top 8 Use Cases and the benefits thereof for each.
The two most important priorities for a consumer, while seeking support are getting through to an agent quickly and the speed with which the issue is resolved. For both these reasons, In-app Chat is the preferred mode for your customers since Chat as a communication channel is less time-consuming and more convenient. A recent survey conducted by analyst firm Ovum clearly demonstrates that 44% consumers consider Messaging as a less time-consuming alternative to others for Customer Support.
The digital natives today thrive on everything real-time. Timely updates on order status hence keeps the user engaged to your application. Keeping the user in the loop also plays a major role in improving the User Experience, as the user being aware of the status never feels neglected at any point. The same survey mentioned above, suggests that 48% of consumers are interested in Messaging for Order Tracking.
Customer Feedbacks are a great way to measure how you are faring. It also goes a long way into uncovering areas of concern, into understanding customer sentiments and ultimately chalking out the product roadmap. In-app Chat Survey widgets to collect Service Feedbacks or the Net Promoter Score makes it convenient for customers to put up quick responses, thereby increasing survey response rates.
Buyer – Seller Chat:
This is more relevant for Online Marketplaces which offers Listing and Directory Services. A seller makes a listing here expecting more leads and faster conversion rates. A typical buyer is more likely to chat with the seller before making a purchase decision. The number of chats initiated hence acts as a counter for the number of leads generated. Typically if an inquiry is answered within 5 minutes, the probability of conversion is 100 times higher. Therefore Chat being a quicker and non-intrusive alternative to phone calls and emails, gives a higher probability of conversion. A win-win for all 3 stakeholders. Seller gets more Leads with faster conversion rates, a Buyer gets the convenience of real-time messaging making the purchase process seamless and the directory service provider gains more engagement due to operational efficiency.
Bot based Concierge:
Conversational Commerce has taken the world by storm. Today there is a bot for almost everything that you can think of. Buyers on your application can quite naturally prefer to ask a bot to make a personalized recommendation over manually browsing through hundreds of product catalogs. By deep-linking the Checkout Page with the CTA in each product card, the overall purchase process becomes faster and convenient. Its personal shopping as easy as texting.
Imagine, you have placed an order for a Pizza but forgot to add your favorite fries. The moment you realize, you make a call to the support agent to make the modifications, but alas you are put on wait. By the time you reach the agent, your order is already out for delivery and making modifications is not possible anymore. Not a good experience right?
A simple guided user flow by means of In-app Chat and Messaging can make the overall process of making modifications to an existing order much more efficient and seamless. We have witnessed use cases where both Bot agents and Human agents have handled order modification requests and also cases where a combination of the two is used.
Broadcast In-app Offers:
In-app Message Broadcasts unlike SMS broadcasts makes use of the opportune moment, when the customer is actively engaged with the app to announce giveaways and offers. Hence the CTR of In-app broadcasts is higher than SMS broadcasts.
Data is the new oil, and companies across all domains are leveraging data to make better business decisions. Now, imagine the plethora of data you are losing when users of your application talk about products available on your platform on say WhatsApp. Wouldn’t it be great if all that conversation could take place within your application? A typical example: A group of colleagues chatting amongst themselves to decide what to order for lunch. With all the data about specific user interests that you can collect from these conversations, making customized offers would become easy. Also it is a proven fact that conversations build engagement. The more people talk, the more likely are they to purchase.
It was our customer’s use cases that encouraged us to write this article. We are going to highlight our Web SDK abilities and use cases that you can leverage with Applozic platform.
We introduced our Client API’s and Native SDK’s in Sep’2015, enabling developers to build cross-platform messaging for mobile, web and desktop. Since then, we have seen our platform being used in 100+ businesses but the most amazing part is that each of these implementations are unique in its own way. Each business has their own use cases and UI customizations, some with lengthy work flow and some even more complicated. Our highly simplified API’s and UI toolkit made it all an amazing experience.
Our Web SDK enables a variety of cross-platform messaging use cases:
Match making and Dating services
On-demand delivery services
Community building and group chat
Online events and Social networking
Cross device messaging for Delivery – Recipient, Customer – Agents
We offer you the freedom to build a great messaging experience in any product. Our Web SDK will keep evolving with our extensive roadmap but your feedback and suggestions would always help us reach new highs.
Instant messaging, a term that entered common usage in the early 1990s, but the concept actually dates back to the mid-1960s. Multi-user operating systems such as the Compatible Time-Sharing System (CTSS),created at Massachusetts Institute of Technology (MIT)’s Computation Center in 1961, allowed up to 30 users to log in at the same time and send messages to each other. The system, which is perhaps closer to what we now think of as email, had hundreds of registered users from MIT and other New England colleges by 1965.
Let us now understand why in-app messaging seems to be the most effective way of buyer- seller interaction. But before that, let me tell you what in-app messaging actually is? “In-app messaging (also known as in-app communication) is the act of messaging, communicating with users through a software application, either on a mobile phone or tablet device or through software on a PC.”
By now, you must be thinking,”so what’s the big deal about in-app messaging?
Before we dive deeper into the capabilities of in-app messaging, let us draw some understanding from a recent report released by Experian Marketing Solutions. The findings of the report highlighted, “the top initiative for 2016 will be inclusion of in-app messaging”. In fact, they estimated that 44% of marketers will focus on installation of chat option in their application followed by 39% focussing on sms and 38% on push notifications.
This study affirms that in-app messaging is on the cusp of widespread adoption, and is primed to create more targeted, purposeful user sessions.
So, why is everyone after in-app messaging? Let me tell you why
In-app message has a higher reach when compared to push notification as it gets rid of the headache of seeking customers consent before sending. In case of push notification, a customer is expected to subscribe to it but only 45% of customers do that. So what are you loosing? A way to engage majority of your users (i.e 55%) and most importantly, a source to enhance your revenue.
On the other hand, in-app messaging comes with no constraint as users are guaranteed to receive notification leading to 8X higher response rate than push notifications.
In-app messaging is estimated to increase the app launches by 27% and magnify the engagement rate by 3X! It is because in-app messaging allows your customers to move from the grid of users to active customers through higher engagement and customized alerts.The probability of uninstalling your app within 30 days of downloading gets reduced,leading to an increase conversion rate up to 4X.
Source: Screen-shot of a buyer seller interaction of our client
In-app messaging allows you to cater to the customers who already are your users. Thus, it helps marketers to create campaign which are highly targeted for existing users base. On the contrary, push notifications or SMS are often considered as source of invasion. In fact, lot of users have said, that they feel harassed as they continue to receive alerts even after the requirements are met.
IP messaging is defined as communications channels that rely on mobile TCP/IP data links for delivery rather than the traditional telephony network. IP messaging allows business to have a complete picture about messages they send. They can easily track if the messages were delivered/not delivered/read/not read.IP Messaging can help business to focus on core activities by reducing investment in marketing and operational activities. The time and cost spent on IP messaging is minimal when compared to sending SMS to that many offline users.
However, we are also of the opinion that marketers are yet to exploit the possibilities of in-app messaging as the segment is still in nascent stage. In-app messaging is mainly being used to broadcast generic messages to the entire user base leading to higher churn rates as users considers them to be spammy.
Applozic aims to help marketers to create customized campaign for complete communication solution. We help our users to have 1-to- 1, 1-to- many, group chat, context-based chat and sms/email fallback support. Also, we have designed a dashboard with rich insights and analytics to help marketers strategize their campaigns.
We aim to create an environment in which our users don’t be a victim of mobile engagement crisis and focus on using in-app messaging tools to combat churn and enhance user experiences.