This article was based on the interview with John Kim of SendBird by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Effective communication—the right message, on the right platform, at the right time—has become a cornerstone of successful customer engagement. As businesses navigate the complexities of customer interactions, the advent of mobile applications has transformed traditional communication methods. Let’s explore the advantages of mobile apps in enhancing secure communication, particularly in industries where trust is paramount, such as banking.
Historically, businesses relied on legacy communication channels—including emails, phone calls, SMS, and direct mail—to reach customers. While these methods have served their purpose, they often lack the authenticity and security that modern consumers demand. With the rise of digital transformation, companies have increasingly invested in their websites and mobile applications to create more secure and engaging platforms for customer interaction. Mobile apps, in particular, provide a unique advantage: they allow businesses to communicate with customers in a secure, authenticated environment where customers have already given their consent to engage.
One of the key benefits of in-app messaging is that it fosters a sense of trust between brands and customers. For instance, when a bank communicates potential fraudulent charges through its mobile app, customers can feel confident in the authenticity of the message. In contrast, communications sent via email or SMS often raise skepticism, as customers may question whether they are being targeted by phishing scams. This skepticism can lead to confusion and fear, ultimately damaging the customer’s trust in the brand. However, when messages are delivered through a secure app that customers have logged into, the communication is inherently more trustworthy. This not only enhances the customer experience but also reduces the risk of fraud and scams, which can cost businesses millions annually.
Moreover, mobile apps streamline the communication process, removing unnecessary friction. When customers reach out to their bank through a mobile app, they are already authenticated, which eliminates the tedious process of verifying their identity over the phone. This efficiency allows customers to get straight to the point, resolving their issues more quickly and effectively. The convenience of in-app communication can significantly improve customer satisfaction and loyalty, as customers appreciate the ease and security of interacting with brands on their own terms.
From a features and functionality standpoint, mobile apps can offer a range of tools to enhance engagement. For example, personalized notifications, contextual messaging, and tailored offers can be delivered directly to users based on their preferences and behaviors. This level of personalization not only makes the communication more relevant but also fosters a deeper connection between the brand and the customer. As customers receive messages that resonate with their needs and interests, they are more likely to engage with the brand and develop a sense of loyalty.
Effective communication is vital for brands seeking to build lasting relationships with their customers. As illustrated in the podcast with John Kim, the key lies in delivering relevant, personalized, and value-driven messages that resonate with customers. In a world where customer expectations continue to evolve, brands that prioritize effective communication will not only attract but also retain loyal customers, ultimately contributing to their long-term success. By addressing the pitfalls of fragmented communication and implementing thoughtful strategies, companies can foster positive engagement and create a more cohesive customer experience. Balancing communication is not just about avoiding overwhelming customers; it is about nurturing relationships that stand the test of time. Mobile apps, with their secure and personalized communication capabilities, are an essential tool for brands looking to thrive in today’s competitive landscape.
