Rich Communication Services (RCS) is essentially the evolution of SMS that offers the powerful of a mobile application within a message. It offers the power and functionality of the Android eco-system, meaning that it is a powerful tool for brands to invest in to build more meaningful relationships with their audience and increase revenue.
RCS is a versatile channel that can be used for both P2P and A2P purposes and offers a range of opportunities for brands and consumers alike. For brands the personalisation that can be achieved means that it meets the demands of users looking and expecting personalised marketing; the functionality of Google Pay is especially appealing as combining personalisation with a convenient payment method enables brands to reap the rewards.
Let’s examine some of the ways in which RCS can be used by companies to increase engagement and grow their business overall.
RCS provides opportunities to improve the experience of both brands and consumers alike in the airline sector.
Send passengers an RCS message when check-in opens and invite them to start the process via RCS. The functionality of the Android eco-system means that there are so many more possibilities to choose from and passengers can also find the best route to take to the airport, speak to a customer service representative via live chat rather than waiting for an operator on a premium phone line, order food or drink to consume onboard the plane, and even arrange transport for when they reach their final destination.
Not only does this help provide a seamless experience for the passenger but it also helps airline companies increase their share of revenue through onboard purchases, up and cross sells and even through shares of revenue from car hire, taxis and other similar companies.
This information can also be used the next time the passenger flies to offer an even greater level of personalisation and ensure that you are further enhancing their overall experience of your company and working towards higher levels of customer loyalty.
RCS is an ideal channel to improve the brand experience of banks and other similar financial institutions. Customers can initiate communication with the bank and conduct various banking activity via RCS. This includes moving money between accounts, monitoring account transactions and spending habits.
The channel can also provide real time alerts for fraud allowing the customer to keep fully up to date with their account activities and block their account in case fraud does occur. This is an ideal solution and can even prove to be cost-effective for the bank as it cut downs on additional costs that are associated with running operations related to fraud prevention, including hiring call centre staff to liaise with customers. RCS provides a direct link between the bank and its customer base that offers a level of convenience that has not previously been possible.
The inclusion of the functionality of Google Maps and the Android dialler means that it is possible to locate the nearest branch, get directions and call them to make an appointment, either in the branch or over the telephone. If users prefer there is also the possibility of speaking with a customer service agent directly within the RCS message itself, this feature is one that provides a particularly strong level of customer service.
In an age when mobile application protection and fraud prevention are becoming more common place and a greater cause for concern for financial institutions, RCS is the ideal solution to address this while also aiding increased user penetration as it takes away the need to download a mobile application in the first place.
Food outlets can use RCS to improve the customer experience and interaction with the brand while also helping to ensure that their share of revenue increases. Users can start an interaction with the brand itself to start the flow of ordering food, or brands themselves could even initiate the conversation, perhaps when a customer is within a certain radius of an outlet.
The possibility to offer levels of personalisation means that users can be offered their usual orders and can even pay for them within a few simple clicks before either collecting in store or having it delivered. Again, this removes the need to download a mobile application and offer increased market penetration as RCS is rolled out on more devices across the globe.
This also means increased amounts of revenue for brands as it removes the need for customers to download and use a third-party application that keeps a percentage of the payment. RCS enhances the level of convenience that these applications provide and offers an experience that is favourable to users and enhances their overall interaction with the brand.
Once again there is also the possibility of providing increased levels of customer service and providing this through the channel itself. This holistic solution is favourable and in demand with consumers who are looking to interact with and order from the company at the time and date of their choosing, leading to increased amounts of revenue generation.
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Thomas Ward
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