In today’s fast-paced world, effective communication with customers is key to building strong relationships and standing out from the competition. With the rise of in-app messaging, companies are finding new ways to connect with their customers and provide a seamless experience based on user behavior.
Carrie Sumlin, executive director of digital product and experience at Ally Financial, highlights the importance of giving customers control over how they are communicated with. Customers want relevant and actionable information, and they want to engage with brands in a way that feels familiar and comfortable to them.
Shailesh Nalawadi, head of product at Sendbird, emphasizes the shift towards in-app messaging as a central hub for customer communication. This allows companies to engage with customers for marketing, customer support, and more all within the same platform. By focusing on in-app messaging, companies can provide a personalized and contextual experience for their customers.
Ally Financial has adopted a platform strategy to streamline customer communication across the organization. By leveraging the same tools and techniques company-wide, Ally is able to create a consistent and seamless experience for customers at every touchpoint.
The decision between in-house development and third-party vendors is a crucial one for companies looking to enhance their communication strategies. Balancing speed, cost, and differentiation is key, as companies strive to set themselves apart while remaining agile and cost-effective.
Overall, the shift towards in-app messaging and a platform strategy for customer communication is revolutionizing the way companies engage with their customers. By focusing on personalized, relevant messaging and leveraging the right tools and technologies, companies can build stronger relationships and drive better outcomes for their business.