Jun 25, 2020

DISH and Columbia Go Live with Google’s Business Messages

By [24]7.ai

I am sure you are familiar with the feeling of leaving the house and realizing that you left your phone at home. You feel disconnected from the world, perhaps even incomplete. Without even realizing it, these devices have become our constant companions. If you think about it, our lives are a collection of mobile moments. Irrespective of where we are, we pull out our phones to get things done. Not only are phones our go-to-tool for basic aspects of our lives, but companies like Uber, Airbnb, Netflix, Amazon are redefining or rather have already redefined our expectations as consumers.

Despite this obvious preference for digital, if you look at call volumes and the cost to provide customer service … messaging has barely made a dent. So, what is the solution? That is where Google Business Messages comes in. We, as consumers, have given these companies the permission to be in our pockets, and in turn these companies are enabling businesses to contact us on these channels. That is going to allow consumers to message businesses, instead of calling, at our convenience and at our own time. That is business messaging.

What is Google Business Messages

Google Business Messages is a mobile-based conversation channel built by combining the entry points on Google Maps, search, and brand websites to create rich, engaging, and asynchronous messaging experiences. Google Business Messages is not just a tool for answering customer queries. It also allows consumers to shop, make secure payments, track returns, and get service requests fulfilled in real-time. Considering that Google products are well respected by consumers globally, the basic premise of trust and security is taken care of by default when a brand uses Google Business Messages.

Learn how [24]7.ai helped DISH Corporation and Columbia Sportswear implement Google Business Messages.

Client Goals for Google Business Messages

DISH Corporation and Columbia Sportswear have both gone live on Google’s Business Messages, enabled by the [24]7 Engagement Platform. Using Google’s Business Messages, these companies are enabling their customers to interact with the brands right from Google Maps & Search, while using [24]7’s Engagement cloud to deliver a rich asynchronous messaging experience. Rich features of Business Messages like carousels, suggested replies and photos help deliver memorable moments by allowing customers to purchase, schedule, and troubleshoot without switching channels.

How Google Business Messages Eliminates "Wait in Queue" Concept

Using Google’s Business Messages with the [24]7 Engagement Platform, DISH and Columbia are eliminating the “wait in queue” concept. A customer can send a message at their convenience and the underlying platform takes into account the nature of the query, the customer profile, past engagements, other business parameters and assigns it to the right agent. If the customer ever gets distracted, the agent is notified of the status of the customer, and instead of having to keep waiting for the customer’s response, the agent can now cater to other active customers.  The same is the case for the customer, rather than needing to wait next to their computer or staying on hold on a voice call, they can continue with their lives and get back to the interaction when they get a response or when it is suitable for them.

Google Business Messages: Summary

The best part of enabling Google’s Business Messages is that the choice is in the hands of the customer. As a customer, I can choose to stay with the interaction and complete it or choose to drop in and out of the conversation and spread it throughout the day. If a customer wants information or service, then that is your moment to shine. Meet them where they are, and your customer will come to depend on you, deepening their loyalty. On the flip side, if you are absent in those moments, those customers are going to turn to someone else who is providing a better experience.

To sum it all up, business messaging is no longer a luxury but a necessity. To learn more about how your company can enable business messaging, click here

Read how DISH implemented Google's Business Messages to help support their support team respond to customer queries easily, effectively, and at scale.

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