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MEC Index: Our metric for measuring messaging success in today’s consumer world

Last Updated : December 9, 2020 — All-in messaging

Over the years, the way customers want to communicate with business has changed. Customers are ditching phone and email to contact your brand via social, WhatsApp and messaging apps.

And don’t just take our words for it.

A recent survey of consumers found that over 78% preferred messaging businesses they buy from over contacting them via phone or email.

Messaging is more efficient than phone calls

Messaging as a channel is more time-efficient (for both you and the customer) and therefore cheaper than phone and email.

In other words, the more messaging the better (excuse the bias 😅).

While teams have used typical metrics like marketing-qualified leads (MQLs), customer satisfaction rating (CSAT) and Net Promoter Score (NPS) for years, no metric accurately measured how businesses are engaging with customers.

And that’s why we created the Messaging Engaged Contacts index (MECs), a new perspective on customer communication & experience.

It’s how we categories customers that get this kind of experience →

In a nutshell, MECs are people that have had meaningful conversations with your business, either with a human or chatbot, via a real-time, one-to-one messaging channel.

Why should you care about MECs?

Conversations are the most powerful tool your business has.

In a world where buyers expect to be able to connect with businesses instantly, webforms, phone lines with painfully long IVRs and email addresses with 24 hour response times won’t cut it anymore.

With MECs, put conversations back at the heart of your business.

And instead of forcing customers down channels they don’t want to use, you can engage your customers on the platforms they use in their everyday lives and deliver exceptional experiences.

7 out of 10 customers would rather chat with your business on WhatsApp (or any messaging app) than make a voice call.

How to measure and grow MECs with ChatShipper

Start off by working out the total number of people your business interactions with in a given month.

How do you calculate this?

Well that’s going to be different for every business of course.

If you’re a healthcare provider then it’d be the number of patients treated in a given time frame.

For car dealerships it’d be the total number of service appointments + the total number of sales leads

For an e-commerce store it’d be the total number of purchases.

And so on. You get the picture.

The number you arrive at is your MEC potential.

Compare that with the number of people you currently engage via your messaging channels and you can quickly see how your current customer communication experience stacks up against what customers actually want.

Customer experience is the new battleground in your industry

Customers now have more information and choice than ever before.