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Today, consumers have virtually unlimited choice of products and services. Brands need to stand out. One of the best ways to stand out from the competition is to communicate in a personalized, interactive, and trustworthy way. Global spending on conversational commerce channels is expected to reach $290 billion by 2025 .

54% of consumers say mobile app development service they are not satisfied with traditional forms of communication. It is becoming clear that one-way communication is no longer enough. People are craving two-way conversations in real time that will provide seamless interactions and personalized engagement. Luckily, messaging platforms like WhatsApp, Viber, and SMS allow brands to build great mutual connections with their customers. In this article, we will look at two-way communication and its benefits that will make life easier for both customers and brands. We will also look at the features of each platform and how brands can use them effectively.

Also read: Top 5 Customer Engagement Trends for 2023

Why Customers Prefer Two-Way Messaging
In a competitive world, companies that understand and cater to the unique needs of their audiences stand out by making customers feel heard, understood, and valued. Two-way communication enables a high level of personalization, allowing companies to provide customized recommendations, exclusive offers, and relevant, personalized content. Want to know how important this type of personalization is? A recent McKinsey study shows that 71% of consumers expect personalized interactions from companies, and 76% of them are upset when they don’t. By engaging customers in meaningful conversations, brands can combat this frustration and deliver memorable experiences to foster loyalty and brand integrity.


Moreover, messaging platforms provide customers with convenient channels to initiate conversations with their favorite brands on their own. Whether they want to ask a question, complain about an issue, or leave feedback, the speed and availability of two-way communication will work in your favor everywhere. Real-time support creates positive emotions in customers and builds trust in the brand, creating a hyper-personalized and extremely positive customer experience.

Another benefit of two-way communication is the enhanced experience it provides customers. By asking for feedback, brands demonstrate a commitment to understanding and meeting customer expectations. This approach strengthens your connections and builds brand loyalty.




How Two-Way Messaging Benefits Organizations
Two-way communication offers a number of benefits for businesses as well. First, it fosters deeper relationships with customers, leading to higher levels of engagement. Through interactive conversations, brands can gain valuable insights into consumer preferences, pain points , and emerging trends. These insights can enable data-driven decisions and improved marketing strategies, ultimately driving business growth.

Additionally, online communication on messaging platforms allows companies to quickly resolve customer queries. Exceptional service builds a reputation for being a reliable and responsive brand, which leads to increased customer satisfaction and loyalty. Companies that use dialogue demonstrate a customer-centric approach, standing out from the competition and demonstrating their leadership in the industry.

A/B testing is a powerful marketing technique that allows organizations to experiment with different versions of their messages or offers to determine which resonates better with their target audience. Two-way conversations provide a great opportunity for organizations to effectively conduct split testing. By engaging in personalized conversations with customers via messaging channels such as WhatsApp, Viber, and SMS, brands can send different variations of their messages or offers to segmented groups of customers. They can then analyze responses, feedback, and engagement levels to determine the most effective approach. This real-time feedback loop allows organizations to gather valuable information, refine their marketing strategies, and optimize messaging for maximum impact, resulting in increased customer engagement, conversion rates, and overall marketing effectiveness.

To ensure effective two-way communication, organizations can leverage the unique features of each of the platforms most popular with their target consumers. Special features of the WhatsApp Business API can be used , such as automatic responses, chat templates, and message tags. By integrating with customer relationship management (CRM) systems, brands can focus on increasing customer loyalty by generating personalized responses, automating more routine interactions for speed and efficiency.

Viber Business Messaging gives brands the ability to have conversations with their customers. Viber integrates AI-powered chatbots, rich media messaging, communities, and loyalty programs to help brands create engaging experiences, deliver targeted promotions, and provide instant support to build real customer rapport.

Despite the rise of messaging apps, SMS remains a popular and effective means of two-way communication. Mobilesquared’s 2023 report shows that SMS is the preferred communication channel for 66% of respondents, ranking second just behind WhatsApp at 73%. Brands can take advantage of short codes, keywords, and automated responses to engage customers in interactive conversations. Plus, SMS reaches a wide customer base, regardless of whether they have a smartphone or an internet connection.


Managing Two-Way Messaging
A Communications Platform as a Service (CPaaS) is a highly useful solution for managing multiple channels for messaging, data, and providing a seamless customer experience. CPaaS provides a single platform that unifies all the most popular messaging apps like WhatsApp, Viber, and SMS, allowing brands to centralize communications and streamline operations. CPaaS provides a single interface to manage multiple messaging apps, eliminating the need for separate tools or platforms. This centralized approach simplifies the entire process, solves scaling issues, improves insights and analytics, strengthens security and compliance, and saves time and resources for organizations. According to a 2020 Mobile Squared study, 88% of CPaaS spend was on one-way channels, while the remaining 12% was on two-way channels. By 2022, two-way channel spend has grown to 19.9% . This figure is expected to increase to 31.2% by 2026 .

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Use cases and benefits across sectors
Two-way communication has a variety of use cases that benefit organizations across sectors. E-commerce brands can use it to send personalized offers based on customer preferences, provide real-time order updates, respond to customer product inquiries, and collect feedback to improve customer service. This leads to increased customer satisfaction, repeat purchases, increased upsells, cross-sells, and overall conversion rates, as well as increased loyalty and referrals. Similarly, in retail, by engaging in two-way communication, brands can send customized recommendations, help customers find products, and offer exclusive discounts to VIP customers. This personalized approach increases engagement, increases store traffic, reduces friction between physical and online stores, and increases sales.

Two-way communication allows financial institutions to provide account updates, respond to customer-initiated transaction inquiries, share account information, and offer personalized financial advice , which is especially useful during times of economic turmoil, in real time. This helps build trust and relationships with customers, and increases loyalty.
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