The business communication landscape is undergoing a significant transformation, driven by the emergence of Rich Communication Services , a communication protocol aimed at replacing SMS messaging.
While SMS remains a powerful channel that brands use extensively because of its reach and device support, it has some limitations that RCS successfully compensates for with its rich feature set. By adopting RCS to engage with their customers, businesses can access analytics that are not available on the SMS platform, which allows them to analyse customer behaviour. For example, RCS enables organisations to track open rates, how long it took for a customer to open a message and what actions were taken once they opened the message, such as whether they clicked on a link or further explored a particular product promotion.
Additionally, based on user analytics, RCS messaging allows for customer segmentation and more personalised interactions, while also enabling businesses to automate their communication through the addition of chatbots that process simple requests and frequently asked questions and ensure 24/7 engagement.One of the most significant advantages of RCS for businesses is its measurability.