In today's fast-paced digital age, messaging apps have become an integral part of our daily communication. This shift in communication channels has not gone unnoticed by the financial industry – many banks and financial institutions embraced the potential of chat apps to connect with customers and deliver innovative services. A decade ago, the thought of receiving a message from your bank containing an emoji seemed far-fetched; yet, here we are today, witnessing an incredible evolution in the way financial institutions interact with their clients.
As messaging apps gain momentum, the financial sector is finding creative ways to offer customers a more personalized, convenient, and efficient experience. From providing instant customer support to streamlining transactions, messaging apps have become invaluable tools for banks and other financial services. While these organizations venture into the world of emojis, GIFs, and engaging content, they must also walk a fine line to ensure their brand image aligns with the trust and reliability that customers have come to expect.
Let’s explore the transformation of messaging apps within the financial industry and beyond and shed light on the challenges and opportunities that lie ahead for both businesses and consumers.
Messaging apps have become important in the financial world because people find them easy and fast to use. About 58% think these apps are the quickest way to talk to businesses. Viber has already been adopted by many financial institutions to send account updates, provide customer service, and promote new products and services.
Viber is a versatile app that helps keep a balance between fun and trustworthiness. It has many features which allow banks to create messages that their customers like. Banks can use eye-catching emojis and media with texts. Viber keeps things safe and private and helps banks engage people by mixing enjoyable content with a reliable brand image.
In recent years, banks have successfully transitioned from traditional phone calls to texting as a primary means of keeping in touch with clients. Messaging offers a convenient and efficient way to communicate, catering to the preferences of today's fast-paced world.
One of the key driving forces behind this transition is the fact that 75% of millennials prefer texting over making calls. Recognizing this trend, banks have adapted their communication strategies to align with it and deliver a more customized experience.
From calls to messages: With the widespread adoption of chat apps like Viber, it is now possible to create an entire experience through messaging, from building awareness and driving conversions to providing support and ensuring loyalty. This approach not only helps increase response and conversion rates but also offers a better experience for both the banks and their customers.
Transition to multimedia content: Today’s advanced applications enable banks to use rich multimedia content to reach and communicate with people. Brands on Viber can share images, files, and videos in business messages, send stickers and carousels in chatbots, create branded lenses, and so much more. These capabilities help to effectively connect with clients and maintain their interest in the banks’ products and services. Additionally, sharing engaging and informative resources, such as infographics and videos, further enhances the customer experience and provides valuable information.
Implementation of chatbots: Banks have tapped into the benefits of chatbots as they offer 24/7 assistance and are more efficient than traditional phone or email support. Today's customers expect personalized and timely interactions with businesses. Viber Chatbots cater to these expectations by providing accurate information, fast response times, hassle-free support, and self-service options. With chatbots, banks can increase satisfaction, loyalty, and overall confidence in their services – while leaving live support agents to deal with more complex questions.
Banks must prioritize customer privacy and security to establish trust and loyalty among their clients. Here are some essential tips for ensuring customer privacy and security:
Challenge: Ukrsibbank, a Ukrainian commercial bank and a subsidiary of BNP Paribas, faced the challenge of increasing client adoption of their mobile app and educating existing users about its full functionality.
Solution: To address this issue, the bank turned to our trusted messaging partner GMS and used Viber Business Messages as a promotional tool, making the most of images, call-to-action buttons, and text to engage new and existing users.
Result: The results of the campaign were impressive: over a three-month period, Ukrsibbank delivered more than 6 million messages via Viber, achieving a 14% conversion rate, double that of SMS (7%). Consequently, its app downloads rose by 50% and app usage increased by 30%. This success story demonstrates the effectiveness of messaging apps like Viber for targeted marketing campaigns and driving customer engagement.
Challenge and Solution: Raiffeisen banka a.d. Beograd, a leading bank in Serbia and a member of Raiffeisen Bank International, aimed to enhance its mobile presence and engage with both current and new audiences by providing an integrated digital experience. To achieve this goal, they developed an animated "free & subscribe" Viber sticker campaign and a banking chatbot in the native Serbian language for high-quality customer support.
Result: The campaign proved highly successful among Serbian Viber users, leading to increased brand awareness and audience engagement with the chatbot. The results included 850K exposed Serbian users, over 209K sticker packs downloaded, and more than 120K chatbot subscribers recruited. This success story demonstrates the power of leveraging Viber to connect with customers and enhance their digital experience.
In today's constantly changing world, banks and financial organizations that use messaging apps like Viber can stay ahead and become industry leaders. These chat apps make communication easy, focus on the customer, and improve trust and loyalty.
Moreover, the use of such apps enables financial institutions to tap into new market segments and reach a broader audience, including the tech-savvy and mobile-first generations. This approach allows innovative banks to stay relevant and competitive, adapting to the ever-changing demands and expectations of their clients. Incorporating messaging apps into the financial industry's communication strategy is no longer a luxury but a necessity to thrive in an increasingly digital world.
Viber is a great choice for banks that want to talk to people while still being professional. With many features, an easy-to-use design, and strong safety measures, Viber lets companies talk to customers effectively and safely. Banks can use Viber to create interesting content, give their customers a smooth and safe experience, and maintain a professional image.