Many companies still lag behind in offering live support through online channels. To build trust, foster customer loyalty, and create strong customer relationships, it's imperative that businesses establish functional live support lines on every channel where their customers are present. This should be a top priority in their marketing efforts.

Every business operating online, regardless of whether they sell products or services, must be present where their customers are. Yet, despite emphasizing this point in every article I write, I continue to see, in articles I read, videos I watch, and even in my own personal shopping experiences, that many companies, regardless of size, struggle to move their customer relationship experiences beyond traditional channels.

One of the indispensable elements of increasing customer satisfaction and building the perception of trust we strive for is enabling customers to communicate and interact with the brand seamlessly and as quickly as possible.

When you think of a time you needed support for a product or service you purchased, what's the first thing that comes to mind? It's likely that you want to contact the brand immediately and get support for the issue at hand.

Secondly, instead of endless, robotic, and unhelpful message exchanges that waste time, you want to reach a real person and quickly resolve the issue.

I don't want to seem like I'm promoting two specific apps because they're so popular, but offering live support on popular messaging apps like WhatsApp, Signal and Telegram is one of the most effective ways for customers to get the support they need.

Is getting real-time feedback an advantage?

Whether we like it or not, we all expect to receive feedback—ideally instantly—when we make a purchase. Live support services, which have expanded from websites to apps and third-party platforms, not only positively influence customers' purchasing decisions but also help guide them to the right product. Additionally, being able to get live support from real people through these apps for issues they're facing strengthens customers' loyalty to the brand.

In the field of marketing communication, where artificial intelligence and automated responses are becoming increasingly prevalent, it may seem counterintuitive, but placing well-equipped and competent individuals on your website, app, or other channels to provide services related to your brand will set you apart from your competitors. This is directly linked to trust, perhaps the most important bond customers need to build with your brand.

True question: Which platforms are your customers on?

The most commonly used messaging apps vary from region to region. While WhatsApp and Telegram are widely used worldwide as of today (10.10.2024), KakaoTalk is popular in South Korea, and WeChat in China. Additionally, Instagram, X (Twitter), and Facebook have their own messaging systems, and there are other apps like Signal that are also gaining popularity.

People's presence on these platforms is also related to the security, privacy, and data transfer provided by the apps.

Therefore, the first step is to know which platforms your target customers are using. Then, you can establish the necessary collaborations with the app you want to provide service on and start working on the infrastructure.

The most important thing to remember here is that these apps are no longer simple programs you install on your phones and tablets. They are much more than that and require direct investment.

The impact of live support on brand perception

I mentioned earlier that listening to what customers say is one of the components of strengthening brand perception. Offering live support channels is as effective as monitoring social media and can be considered a more controllable method in terms of reputation management in a negative situation.

Providing live support with real people is a small but effective step in strengthening perception, building strong customer relationships, increasing customer satisfaction, and fostering customer loyalty.

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In today's digital age, where customers expect immediate and personalized support, offering live support through various channels is crucial for building trust, enhancing brand perception, and fostering customer loyalty.

By understanding your target audience's preferred platforms and investing in a well-equipped live support team, you can significantly improve your brand's reputation and create lasting relationships with your customers.