To stay ahead of the game and your competition, businesses need to act fast and predict how the future market is moving to stay up to date with the latest technologies, marketing trends and business ideas. Over the years we have seen a great deal of innovative technologies that have changed businesses, from the introduction of the internet and websites, to electronic mail, social media platforms and, unforgettably, the smartphone. All have played a huge part in how businesses operate today and how they will continue to operate in the future
The smartphone has played a significant part in the direction of businesses today. It has driven the modern consumer to want things instantly and conveniently, and it’s crucial that businesses must be able to deliver on such a high demand.
Brands are praised for thinking ‘mobile-first’ so what could this look like for your business in 2019?
Customer experience will be at the forefront
Consumers are now becoming accustomed to receiving high levels of customer experience thanks to companies like Apple and Amazon. Despite these companies having the budget and the personnel to do so, customers are expecting every business, whatever the size and industry, to provide the same or similar level of customer service.
Customer experience really is imperative for any business, get it wrong and disgruntled customers will not only avoid doing business with you again, but also on average tell 15 people about their bad experience with you, according to research done by American Express. However, with social media channels, it gives consumers a channel to complain about certain businesses and their poor service and end up reaching a lot wider audience, which could cause huge damage to any brand. Perhaps ‘any publicity is good publicity’ may not ring true in the modern world.
“It’s very logical: There is proven ROI in doing whatever you can to turn your customers into advocates for your brand or business. The way to create advocates is to offer superior customer service.”
Gary Vaynerchuk, The Thank You Economy
According to research by Gartner, 64% of consumers find customer experience more important than price, which is maybe why businesses are now investing more money into their customer experience and service.
“We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing.”
Tony Hsieh, Founder and CEO of Zappos
Over 1 billion people will use RCS messaging in 2019
Boasting open rates of 95%, SMS has been serving businesses well for years. It’s quick to send, easy to digest and very effective for getting your message to your customer.Since its creation it has been pretty much untouched in terms of developments, however now SMS is getting a huge upgrade in the form of rich content messaging, also known as RCS messaging.
With RCS messaging businesses can send engaging content like images and carousels, call-to-action buttons, video and even take payment and integrate with other apps like Google maps and calendar, all from the same messaging app.
SMS has always had unrivalled open rates, and now with rich content, they can really drive customers to take action and create engaging messages to deliver an experience to talk about – that’s good publicity
According to Mobilesquared, 1 Billion people will use RCS messaging around the world by the end of 2019 and continue to accelerate rapidly thereafter.
“Our research shows adoption and usage of RCS and rich business messaging will enjoy steady growth for the next couple of years, before accelerating from 2020… That growth will be driven by brands recognising that RCS will combine the effectiveness of SMS, with the functionality of WhatsApp, and the richness of an app.
There is still very little understanding around RCS within the industry despite the noticeable buzz… With Subway reporting a 50-60% lift in conversion rates… Now is the time for brands to look to RCS to reap the rewards.”
Nick Lane, chief insight analyst at Mobilesquared