Another Google feature bites the dust. Starting July 31st, 2024, the Google Business Profile chat and call history features will no longer be available.
Don’t let this news leave you feeling sour! It might seem like a setback, but we are here to show you how to keep engagement up. More specifically, we’ll go over how this change may impact your business and what you can do to offset the impacts.
Important Dates:
On July 15, 2024:
- New customers can no longer initiate chat conversations with your business via Google.
- Existing chat participants will be informed about the upcoming phase-out of the chat feature.
On July 31, 2024:
- Chat functionality on Google Business Profile will cease entirely, halting new messages and eliminating access to call history.
- Customers can still locate and contact your business via Google Search and Maps.
How This Will Affect Businesses
If you are a business that has used these features on your Google Business profile, then you know how they have enhanced the way businesses interface with customers. The removal of the chat and call history features means that your business will need to find a sweeter way to interact with customers and track engagement metrics. Let’s unwrap some of the ways this will affect businesses:
Loss of a Real-Time Communication Channel
Businesses will lose a valuable avenue for direct, real-time communication with customers. This could potentially impact:
- Customer Service: The ability to promptly address customer inquiries and concerns through chat might be hampered.
- Marketing Strategies: Real-time engagement through chat can be a valuable tool for gathering customer feedback and informing marketing strategies.
- Overall Consumer Experience: The immediacy of chat communication can enhance the overall customer experience.
Challenges with Engagement Tracking
One of the biggest challenges businesses will face is the lack of readily available data on customer interactions. Since call history data associated with GBP listings will be unavailable, businesses need to find alternative methods to gauge customer engagement. This could impact:
- Understanding Customer Needs: Businesses may have less insight into customer inquiries and pain points, making it harder to tailor offerings or services accordingly.
- Measuring Marketing Effectiveness: Tracking website traffic or clicks from GBP alone might not provide a complete picture of customer engagement.
Preparing Your Business for the Google Business Profile Chat and Call History Removal
The removal of chat and call history features from Google Business Profile (GBP) necessitates a strategic shift. While GBP remains a valuable tool, prioritizing a strong Local SEO strategy can be the sugar rush your business needs to ensure long-term customer discoverability and engagement. Here’s an action plan to help you navigate these changes and potentially enhance your overall communication strategy:
STEP #1
Download Past Conversations and Call History
Don’t underestimate the value of past customer interactions. Utilize Google Takeout before July 31st to download historical chat logs and call history data. This data can be integrated with your Customer Relationship Management (CRM) software, creating a comprehensive customer interaction record. Think of it as gathering up all the sweetness from your past conversations.
STEP #2
Frost Up Your Google Business Profile with Sweet Optimization
A well-optimized profile will help with attracting and engaging potential customers. So, make sure your profile is:
- Up-to-date: Ensure your address, hours of operation, phone number, email address, and website link are accurate and current.
- Visually Appealing: Upload high-quality photos showcasing your business, products, or services. Let your visuals be the sprinkles that catch your audience’s eye!
- Engaging: Fresh content is the key to keeping your profile from getting stale. Regularly update your profile with new posts about promotions, events, or new offerings. Utilize Google Posts to share updates, offers, and events. This can help maintain visibility and keep your audience informed.
STEP #3
Strengthen Your Strategy with a Sprinkle of Local SEO
Local SEO optimization will significantly enhance your online presence and customer discoverability, even without the chat and call history features. Here’s how:
- Keyword Research and Optimization: Identify relevant local keywords and optimize your website content.
- Positive Online Reviews: Encourage customer reviews on GBP and other platforms. Respond promptly to all reviews.
- Local Business Citations: Maintain consistent NAP (Name, Address, Phone Number) across online directories.
- Mobile-Friendly Website: Ensure your website is mobile-friendly for easy navigation on smartphones.
STEP #4
Embrace Website Features for Customer Communication
If you have a website, it can also act as a powerful communication hub. Think about exploring these features:
- Contact Forms: A user-friendly contact form allows customers to easily send inquiries and messages directly through your website. Plus, if you set it up correctly you can track the number of submissions you get in your analytics.
- Chatbots: The lack of chat functionality may leave a bitter taste in your customer’s mouth. Consider implementing a chatbot to provide real-time customer support on your website. Chatbots can answer frequently asked questions, schedule appointments, and even handle basic customer service tasks.
STEP #5
Track Website Analytics for Delicious Insights
By implementing website analytics tools like Google Analytics, you can gain valuable insights into customer behavior on your website. Here’s how this can be beneficial:
- Understand the User Journey: Track website traffic, user journeys, and conversions to understand how customers interact with your website. This data can help you identify areas for improvement and optimize your website for a sweeter user experience.
- Make Data-Driven Decisions: Leverage website analytics data to inform your overall marketing strategy, content creation, and customer service approach.
STEP #6
Integrate Call Tracking Software
Call tracking software can record phone calls associated with your GBP listing, even after the built-in call history feature is removed. This data can provide valuable insights into customer call volume, source of calls, and conversion rates.
STEP #7
Embrace Social Media Engagement
Social media platforms offer a powerful avenue for direct customer interaction, fostering brand loyalty, and building a strong online presence. Here’s how you can leverage these platforms:
- Active Engagement: Regularly share engaging content, run promotions, and most importantly, respond promptly to customer inquiries and comments on platforms like Facebook, Instagram, and LinkedIn. This two-way communication is the secret sauce to building brand loyalty and trust.
- Multi-Channel Approach: While Google Business Profile remains a valuable tool, social media lets you connect with customers on their preferred platforms.
- Website Integration: Include clear and easy-to-find links to your website on your social media profiles. This allows customers to seamlessly access detailed information and contact details, or even book appointments directly through your website.
STEP #8
Stay Informed and Adapt
As we have seen, technology and features are constantly changing. Regularly review and update your communication strategies to stay agile and responsive to customer needs. Staying informed about the latest trends and technologies can ensure your communication methods remain appetizing and accessible to your target audience.
By following these steps, you can not only weather this change but potentially bake a sweeter customer communication and engagement strategy. This shift towards a multi-channel approach, with a strong Local SEO foundation, guarantees your business stays at the forefront of customers’ minds when they search online.
Whip Up a Winning Communication Strategy
Not quite sure if your business is ready for these changes? Our team at cyberlicious® specializes in crafting delectable customer engagement solutions. Schedule a free consultation with our experts today and discover how we can create a sweet strategy that keeps your customers coming back for more!
