Mastering digital channels: A guide for customer service experts

Webchat, often represented by a chat icon on a company's website, is a digital tool that facilitates real-time communication between customers and company representatives or automated chatbots.

The design of this messaging service allows direct access through the website, providing visitors with a convenient and immediate method of receiving assistance, asking questions, and engaging with the company.

Audience:

All visitors to your website: customers, prospects, fans, media, investors, etc.

Top benefits:

• Enhances customer support
• Reduces calls

Key features:

• Supports chatbots for handling common inquiries
• Proactive prompting (time on page, scroll settings, etc.)
• Quick replies and rich media
• Throttle volume to align with agent capacity and availability

Unique entry points:

• Search results page

Apple Messages for Business provides a rich experience for iOS users, allowing businesses to interact directly with customers through the Messages app.

Customers can start a conversation with a business through various entry points such as your company's website, app, email, or QR codes. Depending on your configuration, customers can initiate a conversation from within Apple Maps or by tapping your phone number directly.

Audience:

2.2 billion active users of Apple devices worldwide

Top benefits:

• Deflect calls
• Reduce costs
• Increase satisfaction and enhanced experiences
• Drive higher conversion rates and revenue

Key features:

• Supports chatbots for handling common inquiries
• Quick replies and rich media
• Throttle volume to align with agent capacity and availability
• Native payment (Apple Pay integration)
• List and time picker
• Customizable look and feel
• Send and receive attachments
• Customer feedback prompts

Unique entry points:

• Apple Chat Suggest
• Messages app
• Siri
• Maps
• Safari
• Spotlight Search
• Apple Business Register
• Embeddable on a website

WhatsApp is one of the most widely used communication channels outside of North America and China. 68% of users agree it is the easiest way to connect with a business, making it a truly global messaging platform.

One popular use case is to redirect IVR conversations to WhatsApp. This means that instead of a caller waiting on hold for a prolonged period, the call center's voice response system directs the conversation to a WhatsApp chat. Usually, a chatbot handles these conversations, but a live agent can step in if needed.

Audience:

With over 2 billion active users, this messaging app leads in 180 countries and is available in 60 languages.

Top benefits:

• Enhances customer support
• Reduces calls
• Conversational marketing
• Global reach
• Increased visibility (Easy to find)

Key features:

• Business profile
• Supports chatbots for automated messages
• Proactive notifications
• Catalogs and labels
• Quick replies and rich media
• Voice messages and video calls
• Group messaging (community building, focus groups, VIP)

Unique entry points:

• WhatsApp Business App
• Click-to-chat (website or social media)
• QR Codes
• Organic search
• Proactive notifications

Facebook Messenger's benefits mirror WhatsApp Business; even though Meta owns both, the added advantage is in the Facebook ecosystem.

Beyond support, Facebook Messenger presents an excellent opportunity for businesses to engage with their audience proactively. It can inform customers about new products, services, and promotions and provide updates on potential outages or issues.

Audience:

With over 2 billion daily active users, this messaging app is the leader in the US and 56 other countries and is available in more than 100 languages.

Top benefits:

• Enhances customer support
• Increased visibility (Easy to find)
• Conversational marketing and improved customer engagement
• Cost-efficient and reduces calls

Key features:

• Supports chatbots for automated messages

• Proactive notifications

• Quick replies and rich media

• Sponsored messages

• Appointment booking

• In-chat payments (in regions where supported)

Instagram Direct Messaging enables businesses to connect with their audience directly through messages. It serves as an immediate point of contact for customers looking for quick responses to their queries.

It offers the advantage of visual communication, allowing businesses to share images and videos to showcase products, explain services, or demonstrate how to resolve common issues. With its broad user base and visual nature, Instagram Direct Messaging is an excellent platform for promoting products, services, and special offers.

Audience:

2.4 billion monthly active users worldwide.

Top benefits:

• Enhances customer support
• Increased visibility (Easy to find)
• Conversational marketing
• Increased convenience

Key features:

• Supports chatbots for automated messages
• Quick replies and rich media
• Direct messages and group chats
• Story replies
• Voice messages and video calls

Unique entry points:

• Instagram ads
• Instagram shops
• Instagram stories

SMS, or Short Message Service, is a widely used channel for sending text messages over cellular networks.

Audience:

With over 5 billion mobile device users, however, it is often not the most popular channel, depending on the country.

Top benefits:

• Cost-effective
• Enhances customer support
• Reduces calls
• Immediate delivery (so long as there is network reception)
• Wide reach
• Simplicity and accessibility

Key features:

• Supports chatbots for automated messages
• Proactive notifications
• Throttle volume to align with agent capacity and availability

Unique entry points:

• IVR deflection
• Proactive notifications (reminders, updates, confirmations)
• Feedback and surveys
• Promotions and deals