Viber: The New Business Must-Have

Viber: The New Business Must-Have

When it comes to modern-day marketing, chat apps are the secret weapons of many forward-thinking businesses. Don’t believe us? A 2020 survey conducted by Rakuten Viber revealed that 53% of customers are more likely to buy from companies that they can contact via chat apps, and 56% of customers would prefer to text rather than call a business.

While we’re not suggesting that voice calls or email will entirely go out of style, this research does show that the once ordinary method of leaving a contact number and email address on your company homepage simply won’t cut it anymore. With today's consumers now seeking the convenience of chat apps, businesses have to do what Ross Geller from the TV show "Friends" said best: "Pivot!" And Viber is one chat app that allows you to do just that.

Here are some of the features that sets Viber apart from other messaging apps on the market.

Is Viber the missing piece in your communications strategy?

Viber is just one of the seven chat apps that you can use on 8x8 Converse—a platform that lets you unify every chat app conversation into a single interface.

But let’s be upfront. Sitting at a total of 820 million users, Viber's numbers are not quite as comparable to that of messaging giants like Facebook Messenger and WhatsApp (learn more from this infographic on chat apps usage in APAC). Although Viber may lack in numbers, it makes up for this with a highly targeted audience. Viber allows businesses to connect with users who are not as active on other mainstream social messaging sites.

Viber’s strength also lies in its backward compatibility. While most social messaging sites have moved on from, or are phasing out, 3G networks, Viber continues to offer fast and efficient service on 3G networks. This is important because experts predict that even as technology advances, substantial demographic sections within the APAC region will continue to utilise 3G networks, making 3G coverage a crucial part of any company’s strategy to retain late adopters.

In fact, GSMA predicts that 17% of the APAC region will still be using 3G by 2025, with numbers reaching up to 23% in Singapore and Malaysia.

Viber’s versatility does not end there. It is available on a wide variety of devices, including Android and iOS, as well as Windows, Mac, and Linux desktops.

Viber also provides greater assurance of user data privacy in a digital environment where data breaches and leaks are now commonplace. Features like hidden chats and secret chats make it easier for users to maintain their anonymity. Additionally, Viber provides users with the right to recall messages, and it has provided public statements to guarantee users that Viber does not have the right to access users’ conversations.

This is important as surveys have revealed that consumers are on high alert when it comes to privacy concerns. In the Philippines, 89% of users agree that they would be willing to jump ship if they feel that their privacy has been compromised. With over 2.2 million users in the Philippines, Viber is an app that you don’t want to miss out on if you’re looking to capture the lion’s share of this market.

The icing on the cake, however, is that Viber is one of the most cost-efficient rich message channels. Businesses can send customised messages not only efficiently, but cost-effectively, as charges are only incurred for delivered messages. This is compared to traditional direct mailing, where all fired messages are charged—even if they remain unopened in the inbox or get bounced off.

More ways to connect with Viber’s dynamic content

It’s been said that Asia is the OTT (over-the-top) messaging market of the world. In fact, the social media landscape in Asia is dominated by messaging apps. This is important for businesses as email marketing has an average open rate of 16-29% across all industries, whereas marketing messages delivered through instant messaging apps have an astounding open rate of 95%.

This makes it clear that consumers expect companies to not only respond to their queries promptly and precisely, but to also do so conveniently on the channels that they’re using daily. One of the underlying drivers of this could be that unlike traditional SMS that limits messages to a mere 160 characters, Viber’s direct messaging interface compresses dynamic content, such as emoticons, stickers, GIFs and autoplaying videos, into readable and customisable formats that match customers’ queries.

With Viber, communication doesn’t have to stop after the customer interaction ends. From ordering to delivery tracking to following up on loyalty offers, businesses can continue to stay in contact with their customers through Viber and answer follow-up queries readily. Keeping customers connected makes it easier to provide the fulfilling post-purchase customer experiences that we all know are vital for building and maintaining customer loyalty.

An even easier way: 8x8 Converse

We know what you’re thinking: Sure, Viber sounds great. But with so many chat apps out there, how do I know if it’s the right option for my business?

Well, for those who feel bewildered sifting through the pros and cons of each platform, here’s an infographic providing an overview of how chat apps are used across Asia. Or, if you’re already convinced of the importance of chat apps but simply can’t decide which one to use, 8x8 Converse might be just right for you.

8x8 Converse is a platform that allows businesses to enjoy the best of all worlds as it unifies every chat app conversation into a single interface. Most importantly, it gives you access to more chat apps than any other provider—along with SMS as a fallback.

With 8x8 Converse, marketing professionals can monitor all their direct communication channels from a bird’s eye perspective to ensure that all external communications remain consistent and cohesive. It also helps customer support teams handle even larger volumes of consumer queries as chatbot integration makes it possible for chatbots to take care of some use cases on your behalf.

If you find your to-do list constantly growing, reach out to us at hello-cpaas@8x8.com to find out how 8x8 Converse can help you connect with your customers and free up time and resources.