Mobile Chat:The Ultimate Tool for CRM

Why mobile chat is worth $19 billion? 

When Whatsapp sold for $19 billion, there were collective gasps around the world. Why did Facebook pay so much for glorified SMS, that is neither email nor a voice call? And why are there so many mobile chat applications (Line, Viber, WeChat, Kakao, Kik, Telegram, Facebook Messenger, and on and on); each with so many users? At Melltoo, we’ve always known the power of mobile chat and that’s why we built it into our app.

We believe that our in-app chat combined with our new Melltoo Pay&Ship Secure service (which allows us to handle payment and delivery on your behalf) makes for a very powerful shopping experience. But why is that? Mobile chat is not simply the ugly stepchild of email and voice calls; nor the cheap step-sister of SMS. It is the Cinderella of modern day communications; a whole new way of communicating, a singularity if you will. With chat, you combine the benefits of asynchronous written communication with that of synchronous voice communication.

Mobile chat puts SMS, emails, and voice calls to shame

Chat can take place “live” like a voice call; this allows for banter and quick back and fortemoticons_melltooh communication that effectively conveys meaning. Chat can also take place “offline”; parties don’t engage in real-time, but receive and respond to messages after some time has passed. This makes chat better than both emails and voice calls. Can you have an instant live conversation over email? Good luck looking through the tabs to figure out what was said previously. On the flip side, if you miss a call, can you answer it 2 hours later?

Mobile chat is much more than glorified SMS. Emoticons help convey the “body language” that is missing from written communications. (where’s the “thumbs up” emoticon when I need it?) The ability to send photos and videos makes communication “social”. You can share moments of your life in real-time. Unlike posting a picture to Facebook and getting ‘likes’ hours or days later, sending a picture via chat garners “awwww…that’s so cute!” responses instantly.

Mobile chat builds stronger relationships

Mobile chat is with you everywhere you go. You are never offline which means that you are always “close by”, just a message away. And even when you don’t respond, the other party knows that you will see the message eventually. The connection with your chat interlocutors is perpetual, which means you are closer to your chat friends than people you see in real life. Think about the co-worker who you see daily. Compare her with your ex-co-worker who you haven’t seen in years, but chat with regularly. Who do you feel closer to?

Chat is “low cost” not only financially, but mentally and emotionally as well. SMS costs an arm and a leg. Writing an email requires “Dear” and “Best regards” along with proof-reading and formatting. Making a phone call requires you to stop whatever else you’re doing. Chat, on the other hand, is low overhead. It’s (almost) free, and doesn’t require deep thought nor undivided attention. The quick and constant banter allows users to build up stronger relationships than would take place without chat. You can correct misunderstandings, elaborate, yell, thank, gush, and apologize; all in one conversation spanning just minutes. You also have the ability to re-read before sending, unlike saying something that cannot be unsaid. And you have the benefit of a chat history to revisit a conversation when necessary.

Chat for CRM (Customer Relationship Management)

The benefits of chat in a social setting are easily carried over to a business setting. Chat is the ultimate tool for customer relationship management.

Never miss a customer’s call

Gone are the days when customers would patiently wait on hold for service. These days, they won’t call to begin with, they’ll go straight to Twitter or Facebook because calling is just too high in overhead. Hence, when a customer’s call is not answered, you’ve lost the customer; because he called your competitor when he wasn’t able to reach you. Only a highly motivated customer would call back. With chat, even if you weswitchboard operator_melltoore not online when the customer sent the message, once you see the message, you can re-engage with the customer who might have all but abandoned. Think about it: how many phone calls can you answer at the same time? Now think about how many chat conversations you can have at the same time.

By the way, people are less upset when a chat response is delayed than when a phone call goes unanswered. This is because they had to make time to call you, setting aside existing tasks. With chat however, they didn’t have to invest much effort and the “internet down” excuse is still valid today. Interestingly enough, before I call someone, I usually send a chat message first asking if she’s available to talk on the phone. And after I’ve sent an email, I inevitably follow up by sending a chat message telling the receiving party to check his email.
Keep track of customer requests

If you are a salesperson dealing with multiple customers throughout the day, one of the greatest challenges is to keep track of who said what. With chat, all that is said can be retrieved from your chat history. Your own words are also recorded, which means less chance of error and misunderstanding. Ever “accidentally” quote someone a higher price than what was previously quoted?

Know exactly what customers want

A picture is worth a thousand words. A video is worth a million. And chat is worth $19B! Imagine you are a wedding planner at your florist, about to order table centerpieces for a client. This client happens to see a bouquet centerpiece that she’s decided she absolutely must have for her wedding. She snaps a picture and sends it to you instantly. You adjust your order accordingly and it’s done. Imagine the same scenario over the phone or via email. Your client probably wouldn’t have been able to properly describe what she saw and if she had sent an email with a photo attachment, you would have seen it only after ordering the centerpieces.

Build Human Relationships

Chat is familiar and comfortable. It puts people at ease as much as face-to-face communications make people uncomfortable (is there spinach in my teeth?). This means that in a relatively short time, sales people can establish a stronger relationship with customers; and relationships are what bring customers back.If you are not already using mobile chat for CRM, then you’d better start. At Melltoo, we are so convinced by mobile chat that we built it into our app. Not only can you buy and sell quickly and socially on Melltoo, it’s built upon the most engaging technology of today–mobile chat!

Summary
Mobile Chat:The Ultimate Tool for CRM
Article Name
Mobile Chat:The Ultimate Tool for CRM
Description
Here are just a couple of reasons why you should start using mobile chat as a CRM tool for your startup!
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Published by

Sharene Lee

Co-founder of Melltoo, researcher/educator and mother of 5. Follow through is my forte.

3 thoughts on “Mobile Chat:The Ultimate Tool for CRM”

  1. Thank you for this article. This is a nice demonstration of the power of a tool that has not finished connecting the world.

  2. I absolutely agree with you on all of this. Matter of fact I just had a lively conversation about mobile chat last Thursday. Coincidence.

    I think there are slightly different expectations between businesses and individuals and they’re obvious. I expect a business to get back at me sooner than an acquaintance because my money or bought product is often times at stake.

    My follow up question would be, how does one make money off of this realization? Or, how can you utilize this to improve one’s CRM performance metrics?

    As a customer, I can tell you that I got über frustrated when a businesses doesn’t have enough venue for two-communication channels between customer and the service guy or gal.

    I, however, would spend more exploring a business’s Facebook page or Twitter and totally judging them on their interactivity and their tone they reply to their customers.

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