How RCS Business Messaging helps increase customer engagement

Martina Ivanović

RCS Business Messaging has taken the spotlight over the last couple of years as a leading customer communication channel. With the reliability of SMS and the rich functionalities that enable users to send images, videos, files, and more – RCS has quickly become a preferred channel for businesses and their customers.

The benefits of RCS as a business messaging channel have time and time again been revealed through the results of campaigns launched by brands around the world.

One example is our customer, Telekom Deutschland, who experienced 2x higher campaign results when they used RCS instead of SMS to cross-sell Spotify Premium subscriptions to customers.

Watch the video to learn how Telekom Deutschland increased customer engagement and conversion rates with RCS Business Messaging – and read on to learn how your business can achieve similar results.

Tips to engage customers with RCS Business Messaging

With its many rich features and a reliable network, RCS is an ideal channel to create rich, engaging marketing campaigns. Below we’ve outlined ways you can use the channel to increase conversions, ROI, and engagement.

Use rich features

From a wide variety of message types, including rich media carousels and suggested CTA buttons, to eye-catching message threads that include your brand logo and colors – RCS makes business-to-consumer messaging fun.

Leveraging RCS features can help you deliver a familiar, trusted, and conversational experience to customers. Incorporating your brand logo and colors helps them pick your brand out of the crowd in their message inbox. While incorporating carousels, images, videos, and similar formats make for an engaging interaction that can boost conversion and click-through rates.

Automate with chatbots

One of the many benefits of RCS as a channel is that it enables businesses to launch chatbots that can communicate with customers.

From frequently asked questions to product suggestions, building an RCS chatbot can minimize workloads for your employees and boost response, satisfaction, and time-to-resolution metrics.

An important aspect, however, is to set up a solution that enables you to be present on the channel alongside your chatbot. This way, your employees can take over the conversation if a customer has in-depth questions the chatbot can’t answer.

Telekom Deutschland did this with their RCS Spotify Premium campaign.

Being present alongside your chatbot will help you answer questions that may not be related to your campaign. This will improve your customer experience because regardless of what the customer asks, they will get an answer – whether it’s from the chatbot or an agent. You can also track how your customers respond to certain RCS message templates and learn what to improve in future campaigns.

Thomas Welzel

Senior Proposition Manager Messaging, Deutsche Telekom

Find a reliable provider

Implementing RCS as a channel is a good first step – but to ensure a successful campaign, you need an experienced, reliable provider.

Oftentimes, business leaders have a good idea of what they want their campaign to achieve, how they want it to appear, and who they want to target. However, designing the messages, programming the channel, and running the campaign often requires someone with experience and knowledge of best practices.

Finding a provider with a reliable platform can help prevent downtime, undelivered messages, skewed metrics, and other instances that could cause a ripple effect of negative outcomes.

It’s also important to ensure the provider doesn’t offer a one-size-fits-all solution, but rather a flexible one that can be set up according to your business needs.

You need a partner that will help you design and run the campaign on a reliable platform. Make a good description of how you expect the campaign to be and communicate it with your partner to achieve the best possible results.

Thomas Welzel

Senior Proposition Manager Messaging, Deutsche Telekom

Segment your customers

Although engaging new customers and prospects is a key component to long-term business success, we can’t forget about existing customers. Especially ones that might be on their way out the door.

You can use RCS to re-engage inactive customers or ones that are close to abandoning your brand.

Once you have a reliable provider with an in-depth solution, you can use the customer insights you have at hand to segment customers based on:

  • demographics
  • loyalty status
  • preferences

Use these segments to set up targeted, personalized campaigns that offer solutions to the customers’ pain points.

A good example is how Telekom Deutschland segmented its customers into three groups: young customers, average customers, and subscribers with a fixed line or television subscription. Then, they sent separate offers that would appeal to each group to re-engage them – resulting in decreased churn rates.

Learn more about RCS

The future of mobile messaging: How RCS is defining business communications

Jun 15th, 2022
4 min read

Martina Ivanović