The way customers communicate with businesses is changing, and brands must prepare accordingly. The global pandemic accelerated the use of digital communication channels, and this digital dependency has increased consumer demands for personalization, convenience, and speed.
With this shift come challenges and opportunities. Consumers are exposed to more than 20,000 brand messages per day, and businesses must find new, innovative ways to engage customers and grab their attention. Luckily, rich communication services (RCS) provide a solution. RCS delivers superior communication capabilities and is poised to revolutionize how businesses interact with consumers.
What is RCS?
Rich communication services (RCS) is a text-based messaging protocol for Google and Android users.
Initially developed in 2007, RCS enables users to send high-resolution videos and images, set up group chats, receive read receipts, and protect their sensitive data with end-to-end encryption. In 2019, numerous U.S. mobile carriers started to support this new protocol, including T-Mobile, Sprint, Verizon, and AT&T.
RCS allows users to:
- Send rich media
- Use up to 8,000 characters
- Receive typing indicators and read receipts
- Secure their data with end-to-end encryption
- Create group chats
Additionally, RCS works via both mobile data and Wi-Fi, allowing users to send and receive messages without cell service.
Top 5 benefits of RCS for businesses messaging
Rich communication services don’t just benefit the average smartphone user. It also unlocks tremendous opportunities for brands to transform how they engage customers.
The top five benefits of RCS for businesses are:
- Enhanced Customer Engagement: With RCS, brands can craft more interactive and engaging messages. They can send images up to 2M, videos up to 10 MB, texts up to 8,000 characters, and audio files.
- Improved Customer Experience: Rich communication services enhance the customer experience with dynamic media and interactive elements, such as carousels, audio, and quick reply buttons.
- Better Outcomes: About 90% of RCS messages are opened within 15 minutes, 35 times more likely to be read than emails, and customers engage with them for up to 45 seconds. Additionally, about 80% of consumers find RCS appealing, and almost two-thirds say RCS would make them more likely to want to engage with a brand.
- Brand Consistency: RCS allows businesses to establish trust and boost visibility with consistent brand elements, including logos, colors, and messages, right within the texts.
- Improved Security: End-to-end encryption allows brands to better protect customers and their reputations. Additionally, RCS provides verified business checkmarks and displays full brand names instead of random IDs, boosting customer trust and peace of mind.
The growing adoption of RCS
RCS is swiftly gaining traction. According to the Mobile Ecosystem Forum, the RCS global
market will reach $10.6 billion this year. With Apple’s recent announcement that iOS 18 will support RCS, the adoption of rich communication services is guaranteed to continue to accelerate.
RCS templates and use cases for brands
Businesses can use RCS to engage and care for customers in many different ways, including:
- Send rich, personalized promotions and recommendations tailored to customers’ individual goals, needs, and preferences.
With RCS, businesses can move beyond standard text-based promotions to offer visually appealing, interactive content that speaks directly to individual customer needs.
For example, instead of a generic discount offer, you can send personalized messages with high-quality images or videos showcasing products that align with a customer’s previous purchases or browsing history.
This tailored approach not only grabs attention but also increases the likelihood of conversion, as customers feel understood and valued.
- Optimize customer support with quick reply buttons
RCS enables businesses to enhance customer support by integrating quick reply buttons directly into messages.
This feature allows customers to interact with your business seamlessly, choosing from predefined responses such as “Track my order” or “Speak to an agent” without typing anything. By reducing the effort required from customers, you can resolve queries faster and improve satisfaction.
These quick interactions can significantly reduce the time spent on customer support, making your operations more efficient.
- Ask for feedback with interactive polls
Gathering customer feedback is essential for continuous improvement, and RCS makes this process more engaging.
Instead of sending a traditional survey link, you can embed interactive polls directly within the message. Customers can rate their experience or answer specific questions with just a tap, making it convenient and more likely for them to participate.
This real-time feedback helps you quickly identify areas of improvement and adjust your strategies accordingly.
- Boost convenience with bill payments
Managing payments is a critical touchpoint for customer satisfaction, and RCS simplifies this process.
You can send billing reminders with a secure payment button embedded in the message, allowing customers to pay their bills instantly without needing to navigate to a different platform.
This convenience not only improves the customer experience but also reduces the likelihood of late payments, benefiting your cash flow.
- Enhance convenience with appointment confirmations and reminders
Missed appointments can be costly, but RCS can help reduce no-shows by making appointment management more interactive. Businesses can send confirmation messages and reminders with options to confirm or reschedule directly within the message.
Customers can quickly respond, and you can adjust your schedule in real-time, ensuring better resource management.
Additionally, incorporating rich media, such as a map or a link to the appointment details, further enhances the user experience.
Businesses across all industries benefit from RCS. Here are three real-world examples of how brands achieved success with rich communication services:
- ADP bolstered customer security by sending two-factor authentication via RCS, allowing customers to verify their identities through interactive messages.
- Subway increased conversion rates by over 140% by sending customers enticing deals and offers with RCS.
- SnapTravel improved convenience for travelers, allowing them to search, view, book reservations, and chat with a live agent via RCS.
Future-proof your brand with Mitto RCS
With customer demands rising and the RCS global market predicted to reach $19.48 billion by 2028, now is the time for businesses to embrace this innovative communication strategy. This will allow them to remain competitive, drive sales, and stay ahead of the curve deep into the decade and beyond.
Ready to implement RCS? Contact Mitto today to learn how we can help your brand integrate RCS into its communication strategy.
