The ‘old-school’ sledgehammer approach of shoving unwelcome messages at customers is long gone. The ‘new-school’ is all about enabling conversations, encouraging engagement and building trust. Let me demonstrate this with a story.
Few days back I overheard my friend, who is a devoted Clash of Clans fanatic saying that these days most people in his clan play less and chat more. This made me think whether this feature of chat & messaging could have been instrumental in Clash of Clan’s success. I interacted with a few others about this and every time it was evident that Clash of Clans thrives on its community and conversations build communities.
This approach which aims to change the communication paradigm – is well suited for mobile, messaging being its native UX. Customers on your mobile application are accustomed to and demand personal, two-way communication. Executed correctly, this not only boosts loyalty but can also lay the groundwork for effective marketing.
Access to Real-time Data
We often hear from our customers that the idea behind integrating real-time messaging came to them because users of their app were anyways interacting on WhatsApp or other collaboration platforms. When your customers interact on external platform, you are subjected to three major setbacks:
Data Loss: WhatsApp or for that matter any service doesn’t give you access to the interaction data. Therefore you lose out on loads of real-time user generated data, which can be a goldmine for your business.
Data Security: Data security can be a huge concern when your users interact on external platforms. This esp. can pose major problems in BFSI and Healthcare sectors.
Engagement Loss: You paid good amount of resources to make your users fire up your app, now you wouldn’t want them to move out when they feel the need to connect with other users. When users move out of your app, it is a major blow on the engagement metrics, which you definitely wouldn’t want.
Messaging moves Mobile apps
According to new figures from Gartner Research, consumers will download some 268.7 billion mobile applications by the end of this year.
That’s a massive increase!
But don’t break out the champagne just yet. Mobilewalla, an app analytic firm, argues outright that the number of downloads is a very poor measure of how popular an app is. It estimates a whopping 80 to 90% of apps are eventually deleted.
Connect the dots, and it’s not enough to chalk up an app download or sale. Your app business — making money via in-app purchases if you have chosen a freemium model— rests and falls on how well you can keep customers coming back to purchase more features, functionality and content.