3 Things To Consider When Developing a Messaging Roadmap

3 Things To Consider When Developing a Messaging Roadmap

Welcome to Snaps' Customer Success Corner. I’m Ejieme and I lead the customer success team at Snaps. My team’s mission is to drive positive business outcomes for our customers.

In the past several months, many of Snaps existing and prospective customers have asked great questions as they grapple with the messaging ecosystem. In this section of our blog, we’ll share our POV on how brands should navigate this growing communications channel and the common attributes shared by successful automated conversational experiences.

A Three-Part Strategy to a Successful Messaging Automation

It’s 2019, a new year and that for many brands comes along with a new set of business goals. In the past several months, many clients have begun posing more advanced questions as they begin incorporating automated messaging within their campaigns in a more strategic way such as:

  • Which messaging channels should I be on? And, why?

  • How can we create a consistent omni-channel experience?

  • How can we scale in a cost-effective manner?

Today, it’s integral for businesses in all industries from retail to hospitality to CPGs to build direct relationships with their customers. As traditional channels have stalled, messaging channels are only growing in consumer usage, outpacing all other social media channels in monthly active users, becoming the preferred brand communications channel. In fact, 64% of consumers prefer messaging a business to calling or emailing. This is great news for brands seeking new and cost-effective mediums that provide the distinct ability to meet customers in the palm of their hands, no matter where they are.

Now that you’ve bought into messaging as an automated channel to achieve scale, what are the next steps? Enter Snaps. We’ve come up with a framework to help customers navigate this new and exciting messaging universe. These are the three most critical considerations to determine as you develop your brand’s unique messaging roadmap:

1. Determine your messaging use cases.

Your core business objectives determine which use cases are priorities. Consider which part of the business is owning the messaging strategy. For example, the customer service team has different priorities than brand marketers or e-commerce. Therefore, if a major corporate initiative is to drive brand awareness amongst new customer segments, the use case should focus on customer acquisition and engagement.

We typically see four messaging use cases applied to the categories of acquisition, marketing & engagement, commerce and customer service. Each objective can be achieved through a discreet experience or stitched together in one efficient, end-to-end customer journey.

2. Select the right messaging channel to use to launch your campaign.

Two areas are crucial to consider when determining which messaging channel is right for your brand. Identify which channels the brand is currently using and which channels are appropriate to develop a presence on given the target audience.

Identifying the social media channels that your brand already has a presence on will help narrow down where to initiate a messaging channel communications strategy. Focusing on channels where your customers are already engaging with you is an excellent way to start.

Already having an existing customer communications channel can also help build the foundation for automation. By parsing through transcripts, a good messaging automation platform with NLP can start to understand the types of issues your customers are messaging about and the language they use. It is also important to consider which platforms your prospective customer segments are using to communicate.

But, not all messaging channels are created equally and depending on the business goals, some are better than others...It’s essential to determine the appropriate use case for any channel that’s pursued. In a later post, we’ll dive into the differences and discuss which channels are better for which use cases.

Read more about how Snaps does NLP here.

3. Determine your brand’s sequence and timing.

We recommend using this messaging medium with one or two channels, especially making certain to include social media where the brand already has a strong presence and outlets where target customer segments already expect to interact with your brand.

Other channels can be layered on as the brand begins to approach target outcomes such as monthly active users, engagement rates and containment. The next channel to enter should leverage the foundation that’s already been built, either through a similar UX experience or using existing NLP.

Messaging is not going away; it’s only becoming more entrenched in your consumer’s day-to-day behavior. Use our three tips to begin strategizing on how to immerse your brand in customer’s daily journeys.


Is your brand ready to develop a messaging roadmap? Request a demo to learn more about Snaps' conversational AI platform.


Snaps is changing the way brands build relationships with consumers through conversation. Global brands like Nike Jordan, Marriott Rewards, Live Nation, VICE and more leverage the Snaps Conversational Marketing Platform to acquire new customers, increase lifetime value and improve customer experience with messaging technology. Snaps is an Inc. 100 business, one of the few companies listed in Facebook Messenger’s Partner Directory, a designated Leader’ by Opus Research and frequently covered by Forrester research on conversational marketing.