Trust is the cornerstone of customer experience, with 71% of people saying they’ll stop buying from a company if their trust is broken. When customers trust a brand, they’re more likely to engage, make purchases and remain loyal over the long term.
With the rise of digital communication channels, businesses must find innovative ways to build and maintain this trust.
One such innovation is using Rich Communication Services (RCS) / RCS Business Messaging (RBM) and verified senders. According to Google’s data, there are over 1 billion RCS monthly active users, indicating its widespread adoption. Research also suggests that RCS will generate $15 billion in revenue over the next five years.
In this post, we’ll look at how they can help enhance credibility and engagement, thereby building more customer trust.
What are RCS/RBM and verified senders?
Rich Communication Services (RCS) and RCS Business Messaging (RBM) are the evolution of SMS.
RCS/RBM offers a richer, more interactive experience than traditional text messaging. It allows businesses to send messages with images, videos, carousels and action buttons – including an in-app wallet integration – creating a more engaging and informative communication channel.
Cheap and convenient, RCS/RBM delivers a range of benefits when it comes to improving the customer experience and building trust. However, it’s worth noting that SMS messages still have place in the cross-channel communications strategy. For example, SMS messages can be used as fallback channel to maximise contact opportunities.
Verified senders in RCS/RBM
All organisations must undergo a verification process with the network carrier. To create an RBM Agent, it needs to be verified by each carrier it is launched on. So, all senders should be verified.
When customers receive a message from a verified sender, they can see the business’s logo, brand name and company info including contact details – along with a verification badge. This visual confirmation helps reassure customers that the message is legitimate (and not a phishing attempt).
The benefits of RCS/RBM and verified senders
1. Legitimacy
Being a verified sender provides a crucial layer of authenticity. With the rise of phishing scams and fraudulent messages, customers are understandably wary of unknown senders. As a verified sender, you can assure customers that the messages they receive are genuine. This legitimacy is instrumental in building trust and encouraging customers to engage with your content.
2. Enhanced brand recognition
RCS/RBM allows businesses to display their logo and brand colours in messages. This visual branding is eye-catching and reinforces your brand identity each time a customer receives a message. Consistent visual cues help customers recognise and trust your brand, making them more likely to open and act on the messages.
3. Improved customer experience
RCS/RBM transforms basic text messages into dynamic interactions. Businesses can include images, videos and interactive buttons, making the communication more engaging and informative. For example, long URLs can now be moved behind more context-rich action buttons.
For example, a retailer can send a promotional message with a carousel of products, each linked to a purchase page. This seamless and interactive experience keeps customers engaged and enhances their overall satisfaction with the brand.
4. Reduced fraud
Phishing and fraud are significant concerns for businesses and customers alike. Being a verified sender helps mitigate this risk by clearly indicating that the message is from a trusted source. This not only protects customers from scams, but it also safeguards your reputation. When customers know they can trust the messages they receive, they are more likely to interact positively with the brand.
Getting started with RCS/RBM
RCS/RBM and verified senders are powerful tools for enhancing your brand’s credibility, boosting campaign engagement and providing a superior customer experience. By leveraging the legitimacy, brand recognition, improved UX and fraud reduction, you can build stronger, more trusting relationships with customers.
Additionally, Apple announced it’ll be adding RCS and RBM within their own ecosystem.
Of course, Apple users will still be able to communicate with each other using iMessage – but they will also be able to use RCS/RBM to communicate with Android users. And, crucially, brands will be able to improve communications with rich conversational messaging – whatever their customers’ choice of smartphone, all while remaining secure.
What to learn more?
Download our new whitepaper on channel orchestration to learn more about RCS’s benefits and how to effectively orchestrate your communication channels.
