The future of messaging: How RCS can boost your engagement
Hi there, LinkedIn fam. It’s been a while since the last newsletter. But you would not want to miss this one.?
Today’s topic is relatively new in the marketing landscape, even though the technology behind it was introduced over a decade ago. You guessed it, RCS.?
Being in the engagement industry for years, I have witnessed firsthand the advancements and trends that businesses adopted to interact with their customers. Be it using basic SMS for sending text messages or a messaging app like WhatsApp to run marketing campaigns.?
However, in recent years, a channel known as Rich Communication Services (RCS) is slowly gaining traction. So, today, I want to share my insights on what RCS is and how it can be a game-changer for customer engagement.
What is RCS?
If this is your first time hearing about RCS, then it might sound like a brand new channel to you, but that is not the case.?
In simpler terms, think of RCS messaging as SMS on steroids. It’s the next-generation, upgraded version of text messaging designed to deliver a richer and more interactive experience on Android devices.?
Unlike traditional SMS, which is limited to plain text messages, RCS allows you to send media-rich messages containing images, videos, GIFs, and stickers.?
Additionally, RCS messages are more interactive and let you add CTA buttons, product carousels, and suggested replies. This way, you can encourage your customers to take action directly from the message—whether that’s making a purchase, booking an appointment, or even starting a customer support chat.?
RCS bridges the gap between SMS and communication app-like experiences, all within the default messaging app that comes preinstalled on Android phones.?
I know what you’re thinking, “Prem, my audience primarily consists of iPhone users. So I can’t use RCS to reach out to them?”
Worry not, as Apple has already announced in the WWDC24 that in the coming launch of iOS 18, iPhones will support RCS and allow you to connect with iPhone users through this channel. This announcement basically ensures that you can interact with your customers regardless of their device type.
How can RCS help you drive engagement?
Although RCS has been around for quite some time, it’s still relatively new to many businesses and users. That being said, here are some ways in which RCS can help you boost engagement and encourage customers to take action by providing an interactive messaging experience.?
Enhanced user experience
The biggest advantage that RCS has over traditional SMS messaging is the fact that it delivers a more engaging and visually appealing engagement to your customers. By integrating multimedia components images, videos, and GIFs, you can convey your message in a much more memorable way.?
Furthermore, by incorporating engaging elements into your RCS marketing , you ensure that you’re not simply sending messages but creating an immersive experience that resonates with your audience.?
Interactive messaging
When it comes to interactions, SMS messages are light years behind modern communication apps like WhatsApp, Messenger, or Line. However, RCS has the capability to take care of this issue.?
Since RCS supports highly interactive quick-response buttons, product carousels, and even location-sharing abilities, you can effortlessly interact with your users without needing any external application.
This means customers can interact with your brand without leaving the conversation. For example, if you are running an RCS campaign for your e-commerce store, your customers can browse products, select what they like, and make a purchase, all within a single message thread.
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Brand consistency?
Have you noticed that whenever you receive a promotional SMS, the sender’s name is a mixture of letters or abbreviations? This is known as Sender ID, and each business has its own unique identifier that they can use to send text messages.?
However, sometimes it is not clear who is sending the message as the Sender ID is so jumbled. This could lead to a potential loss of trust, resulting in lower engagement rates as recipients are hesitant to click on links and move on to the next stage of the sales pipeline .?
Plus, all the Sender IDs look very similar to one another, after all, it’s just a combination of letters. This way, you can’t differentiate your brand from the millions of other ones.?
This is where RCS is different.?
Before you can start using RCS, you have to get your business verified by relevant carriers and service providers. Once you are verified, you can create an RCS profile for your business, just like how you would make for the WhatsApp Business Platform .?
This profile will include your company’s name, logo, brand colors, and description. Additionally, it will contain a verified checkmark and shield icon to showcase to your customers that you are a verified business.?
This kind of branded messaging ensures consistency for your outreach messaging, thereby reinforcing brand recognition and trust to make your communications more effective.?
Deliver top-notch customer support
RCS is a robust channel that drives engagement and compels customers to interact with your brand. So why not use it to offer quality customer service ??
First off, the suggested action buttons allow your customers to respond or take actions, such as scheduling a call or accessing FAQs with a single tap. This aspect alone speeds up resolution time and enhances user experience.
Moreover, being a media-rich channel, you can share meaningful content with your audience to help them make the most of your offerings. These images, videos, or files enable you to troubleshoot issues more effectively, without directing customers to external sources. For instance, if a customer has a problem with a product, you can send them a video tutorial on how to fix it.
In addition to that, you can automate your engagement with chatbots to address common queries so your support desk can focus on critical issues. The bot can escalate the problem to the support rep in case it cannot resolve the issue. The rep will have ready access to all the previous conversations, ensuring a smooth transition and continuous support.?
A few examples of the application of RCS
Although RCS has many use cases for various brands operating in different industries, it all leads to enhanced engagement. Below I’ll be giving some examples of how you can utilize RCS to enhance customer engagement for getting more sales .?
These are only a few of the countless ways to make the most of RCS for optimized engagement and consistent conversions.?
Closing thoughts
As we look towards the future, it’s clear that RCS is going to become a critical tool for brands looking to elevate their customer engagement strategies. With its ability to combine the best features of SMS and app-based messaging, RCS offers a unique blend of reach and interactivity from the comfort of the default messaging app.?
However, the success of RCS in your engagement strategy will depend on how well it’s integrated into your overall sales engagement model . I suggest you think beyond the message and consider the overall customer journey, the value you’re providing, and how RCS fits into your broader digital strategy.
So, I encourage you to explore how this powerful channel can match your business’s needs and help you connect with your customers in newer, innovative ways. And if you have any thoughts, questions, or experiences with RCS, leave them below in the comments or visit us on Zixflow , where we can assist you manage your engagement.?
Until next time, keep innovating and engaging!
Best regards,
Prem Saini