Technological innovation

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In a world where customer experience has become crucial, businesses and brands are at risk of losing up to $3.1 trillion annually, equivalent to 6.7% of their total revenue , due to substandard experiences; however, a promising solution is emerging: personalized messaging. A recent report by WARC and Meta , titled “Unlocking the Potential of Conversations ,” reveals how personalized messaging can ease the complex customer journey and drive significant growth for brands.

The importance of personalized interaction: messaging as the key
The research, led by WARC in collaboration with Meta, focuses on how brands can build closer, more trusting relationships with their customers through two-way interactions.

“Customer touchpoints have been expanding for several years. The ability to adapt to different journeys and support customers throughout the purchasing process and beyond is a crucial advantage to drive engagement, customer relationships and revenue for a brand,” said Aditya Kishore, Chief Insights Officer at WARC.

“At Meta, we see enterprise messaging as a transformative tool that revolutionizes how businesses and customers communicate. The best conversations feel personal, relevant and timely, creating stronger, longer-lasting connections,” explains Shekhar Deshpande, Head of Global Client Strategy at Meta.

Key Messaging and Customer Report Highlights
The report highlights shocking figures. According to Qualtrics data, in addition to the loss of 6.7% of their total revenue, 80% of consumers have changed brands due to a bad experience, and 62% believe that companies should personalize their services more.


“We are moving towards long-term engagement rather than one-time media impressions. Our focus is on meaningful connection with the consumer. If you do it with a human-centric perspective, you build relationships,” says Abhishek Jadon, VP of Global Media Transformation at PepsiCo.

With nearly half of the world’s population using messaging apps, brands that incorporate messaging solutions into their media mix can create more direct and personalized connections with their customers at scale. Rodrigo Silva Menezes, Senior Manager of Mobile Marketing at Samsung Brazil, highlights efficiency: “Messaging reduces the distance between the organization and the user by being present in an interface that the user already knows. That’s crucial. When we run a campaign with ads that target WhatsApp, we reduce the number of clicks in the user journey by 80%.”

The transformation of the customer journey
The traditional purchase funnel model is falling behind. New models like Hankins’ Hexagon show that the customer journey is highly personal and fluid. This is where messaging can play a crucial role, guiding customers through the LOOP:

Lead them to discovery. Create awareness by investing in paid social media, QR codes in print materials, or messaging on websites and product pages.
Orchestrate conversion. With a 1:1 conversation underway, businesses can elevate their brand within the customer’s consideration set. Personalization is key.
Optimize the shopping and post-purchase experience. With 70% of online shopping carts abandoned, messaging can be effective in resolving queries and completing purchases.
Provide meaningful reasons to re-engage. Promotions, competitions and rewards can build penetration among infrequent or light buyers.
Effective implementation of personalized messaging solutions
Messaging can be transformative if you follow a strategy based on the five core principles: Prioritisation, Privacy, Partners, Performance and Proactivity. Isabelle Lafont, Global Head of Customer Care and Experience at L'Oréal, says: “For me, messaging is really the perfect combination. It's very powerful for marketing, but it's also important for solving problems.”

In short, brands that leverage messaging to personalize customer experiences can not only improve customer satisfaction but also drive significant growth. The key is to create personalized, safe and useful interactions, establishing long-lasting and trusting relationships with consumers.

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