RCS Business Messaging lacks the KPIs to build communication skills

RCS is a premium channel that can deliver not only performance goals but also awareness, through more visual, more interactive and more impactful messages. A flashback to a campaign for the brand “Don’t Call Me Jennyfer.”

Mobile communication is an integral part of the modern world. What started as a simple text-based short message service (SMS) delivered through carrier networks, has become over-the-top (OTT) internet applications with very little hope-vis-à-vis to operators. Recently, however, the next generation of SMS – Rich Communication Services (RCS) is becoming more and more popular in the field of business messaging. The creation of RCS campaigns is growing, this new platform preferred by operators (GSMA) that has skated for years has been revived by Google and has the potential to become one of the most important engagement platforms. In France, after two years of trials, Orange, SFR and Bouygues Telecom, supported by Google, have actually announced the launch in France of RCS.

Brands are constantly looking for effective ways to communicate with their customers. Also, consumers want a convenient, fast and secure way to interact with brands. RCS’s rich multimedia features, instant two-way communication, and enhanced reporting capabilities make it the perfect channel for personalized and useful interactions between businesses and consumers. More than 25% of consumers receive spam every day and SMS phishing account for more than 25% of the global amount of fraud. In such a situation, receiving messages from verified brand profiles increases consumer confidence and allows brands to see subsequent improvements throughout the customer journey.

Despite its capabilities, the market is not yet 100% mature on the RCS front. In the United States, for example, only 40% of people have a phone that can receive an RCS message (i.e., Android). In other parts of the world, Android is preferred by almost 80% of the population, so many more users can take advantage of it. It is also important to note that 97% of smartphone users worldwide use an alternative messaging service such as Line, Telegram, Facebook Messenger or WhatsApp at least once a day.

RCS campaign

It becomes important to campaign with specific situations, but more importantly have KPIs to measure impact, allowing brands to interact more quickly with this new channel. Below is a brand campaign that is very popular with teenage girls, the brand “Don’t Call Me Jennyfer,” that tested RCS’s new business messaging format to reach this population. The brand is a French brand of women’s ready-to-wear, with more than 250 stores in France, leading in clothing for teenage girls. To reach this target, the brand invested early in social networks, with for example 485,000 TikTok subscribers, and more than 1.3 million on Instagram.

And faced with the frustrating performance of e-mail, the brand is looking for a new relational channel, adapted to this new generation of customers. “We are looking for a new channel that is both enriched, more mobile and more communicative and RCS, which launched in October, has addressed all of these issues”, explains Julia Foucher, CRM manager at Don’t Call Me Jennyfer, to justify this choice. To test it out, Don’t Call Me Jennyfer partnered with CM.com and devised a device for dematerializing the Christmas catalog, via carousels, that lets you discover a selection of products personalized according to the tastes of customers.

At the same time, this campaign aims to generate maximum traffic, both on the mobile site and in its stores, geolocated in the Google Maps application. The first lesson learned from this operation was the strong scope of RCS. In fact, more than one-third of their customer base is already compatible with this protocol, which is very positive for very good technology and better than what is typically obtained with relational emails. “Our feeling is that users no longer just want to be‘ notified ’and then bounce back to a site or app. They are actually willing to consult the product carousel, to talk to the brand, with a conversation time that reaches about a minute on average. Obviously this is a new deal for us, and we believe that the next step can test the M-commerce capabilities of RCS, and really engage in “conversational commerce” ”, explained Julia Foucher.

If unfortunately partners do not share more on KPIs such as opening rate and data on click rates or on sales, they agree with the paradigm shift introduced by the new environment that this 🙂 Especially because according to Verizon Media, 92% of consumers are more likely to interact with an ad if there are interactive elements. And 58% of consumers are more likely to buy from brands that create content with innovative technologies.

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