Thryv Goes Deep in Small Business Messaging

We have written previously about how important it is for small businesses to communicate with their prospects and customers through their preferred channels. And more and more this means text messaging.

Thryv, the Yellow Pages operator turned small business software platform is doing something about this. The company announced an integration this week with Google’s Business Messages to improve how SMBs connect with their constituents. 

What is Google Business Messages? Business Messages is a mobile conversation channel that enables prospects and customers coming from a variety of places. For example, Google Maps, Search, and brand websites to create experience-rich, asynchronous messaging engagement. According to a Conversocial report in 2019, 75% of consumers prefer to engage with a brand over private messaging channels versus traditional channels.

Trillions and Trillions of Messages

The specific integration announced involves Thryv’s real-time, centralized inbox. Thryv launched this feature last year to help business owners and managers have a single thread of communication. That single thread enables business owners to eliminate that tedium of connecting a prospect’s or customer’s inbound inquiries from disparate sources. 

Meanwhile, there is a ton of business messaging going on today. Something around 2.7 trillion in 2020 to be specific, according to a Juniper study. But given the pandemic and all that’s changed in our daily lives, that 2.7 trillion is probably now closer to 4 trillion. 

So we visited Google’s Business Messages landing page. Our eyeball estimate is that there are about 150 to 200 integrations on there. They include some familiar companies, for example, SignPost, Podium, Uberall, SOCi, Broadly, and Reputation to name just a few. 

“Rapid expansion of communication technologies has helped usher in a new era of communication when it comes to customer service for businesses. But only businesses with robust customer service teams and constant availability are benefiting from these advances. Local, service-based businesses, like a local roofing company, may not be able to respond to web chat messages quickly enough for customer satisfaction because they’re on the roof,” said Thryv’s Head of Product Ryan Cantor.

“Thryv’s integration with Google’s Business Messages helps small businesses benefit from said advancements too. These local businesses don’t have to decide between losing revenue and running their business (implying it’s a trade-off by example). The 2020s will continue to be about small business cloud adoption. And we will be there along the way with product updates to support our small business customers.”

Foundation of Modern CX

So there’s a lot going on in the customer experience space. And messaging is a foundation element of any good customer experience program. We have written in these pages about companies like, for example, that are working with companies that use the core messaging technology for other important business experience opportunities. Some of those new opportunities are now just revealing themselves as businesses become more and more comfortable with using smart messaging for a variety of important business tasks. 

The trends are definitely in the direction of messaging. And Thryv is wise to add this key integration to their value proposition. There’s a long road ahead to help SMBs really take advantage of new technologies and the cloud. but progress is happening day by day, that is for sure.

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