The advantage of business messages – the constant connection of companies with customers

As common business procedures have disrupted over the past two years – and priorities have changed – customer liaison has become more important than ever. Messaging applications offer a variety of options that make communicating with customers easy and convenient for both them and companies, even in the most challenging circumstances. Brands use these options for marketing and to keep their audience up to date with important news and the latest changes in their products.

On the other hand, customers use such communication channels to communicate directly with brands that are reliable, especially in times of crisis. Numerous messaging applications – ie. “Messengers” – recognize the common interest and accordingly offer new opportunities within their platform – to bridge the gap between companies and customers and enable them to respond to their needs in any circumstances.

Messaging applications are usually diverse and can be used for a wide range of tasks – marketing, customer support, order management… It is crucial to understand the capabilities of messengers, so you can use them to create and maintain a reliable relationship with customers .

Different types of Business Messages

Take Viber as an example: there are three basic types of messages on its platform – transactional, promotional and conversational. Companies can use all three types of messages to communicate with the customer base, but also to opt for one type that corresponds to the specific goals of that brand.

● Transaction messages are those business messages that are sent in response to customer activity. For example, confirmation of a purchase or an appointment, then time-sensitive information such as a changed flight time or weather conditions. Transactional messages are extremely useful to customers – and are much more accessible than text messages that have a similar purpose.

● Promotional messages support the advertising of products or services: businesses use them to announce sales, new products or launch new services, then discounts or announcements that new stocks of a particular product have arrived. In case of unforeseen circumstances, you can easily change the core of what you send to the customer and offer him the information or product he needs. Compared to SMS, promotional messages have an improved set of options: brands can send customers up to 1,000 characters, as well as photos, videos, links, call to action buttons and emoticons.

● Conversational messaging allows companies to have real conversations with their customers. They also have different purposes: provide answers to frequently asked questions, help with product selection, order management, customer support after purchase, but also collect valuable feedback from customers… This type of business message is best suited to build stronger relationships with audiences through dialogue .

Different types of Viber business messages


Various events have shaken the whole world in previous years, which has made digital communication necessary. Many companies are probably struggling to respond to the increased demand for information and customer support, so they turn to chatbots to cope with the influx of questions and requests. They are a basic tool for answering inquiries quickly and easily – leaving the rest of the staff free to focus on more important things, especially those that require personal touch. An additional advantage of chatbots is that they are available 00-24, which means that users can always get the help they need, without the need for new employees. Chatbots help to meet the set goals, without compromising on what is most important – the quality of communication. – In these complicated times, they can influence your business to remain solvent and prevent its eventual collapse.

Examples of Viber chatbots

In-app advertising

What makes messengers especially useful is that they are very popular. By their nature, such platforms have a huge user base, most often in multiple regions; for example, Viber connects more than a billion users with brands in more than 190 countries around the world. Popularity is also valuable when it comes to business messages, but also for advertising purposes. Some messengers have different formats for advertising, and sometimes quite creative ways of connecting with the audience are possible – such as Rakuten Viber stickers (Stickers), Viber Lenses (Lenses), Viber ads after the call (Post-Call), Explore pages and many other forms. Such solutions are ideal for companies of all sizes and can help you reach your target audience in an affordable way.

Examples of solutions in Viber Advertising

Strong one-on-one connection with the audience

The reality is constantly changing, especially in today’s fast-paced world, which means businesses have to constantly adapt to be relevant. Messengers allow brands to communicate with customers in real time, regardless of their location. This is crucial for companies that strive to establish a long-term relationship with customers and provide each customer with an immediate response.

Interact with customers on a personal basis, increase loyalty through valuable content and customer support, be there for your customers – for all that, applications like Viber are perfect.

Find out what content your audience is getting

Adapt creativity to the situation, but always keep in mind that timely, personal and interactive content usually works best. Nowadays, customers want to be able to reach you quickly and easily, and expect you to be at your service. By using a variety of solutions for companies within messaging applications, you will be able to send customers news, personalized offers and information that truly interests them. It is equally important that the customer does not feel that he is a victim of marketing campaigns according to the “send and what” system – through which the same content is sent to everyone. Take advantage of interactive messaging capabilities to make your messages exciting, memorable and engaging.

Here are 7 recommendations that will make your content on messaging apps deliver the results you want:

– Be short and shoot the essence.

– Use photos and videos. The visual content is very appealing.

– Use emojis. When appropriate, emojis are an effective way to “color” a message and add a personal touch.

– Use hashtags. Hashtags, especially those that are popular at the time, are a great way to make your message relevant and really reach the customer.

– Share relevant content in a timely manner. Customers are much more likely to react and take action if the content is relevant and shared in a timely manner. Otherwise, it will shut down quickly.

– Personal tone of communication. Your content should be personalized for the customer. Use his name, know his preferences and provide them with content tailored to his needs and life circumstances.

– Interactivity. Think about what is currently current in the world and how your brand can be a part of the conversation about it.

Messaging applications can be a powerful and versatile tool for customer support, quick and efficient problem solving, but also serve to promote products and services in direct contact with customers. Reach out to your customers wherever they are and make sure they have all the new information – knowing they can count on your support at all times.

Source: Personal magazin by

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