You're rushing to catch a 6AM flight knowing full well your boarding pass is buried somewhere in your emails. It’s 04h30 and you still have a 45-minute drive to get there.
Time is of the essence.
As you lock the front door to head out to the airport, you receive a message directly from the airline.
Your first thought is, “well this is different, I’ve never received a text from them before”. Yet, something else is different, too. There’s no random phone number and the airline's name is on the message preview...
Intrigued you click in, and instead of the traditional SMS flight details recap you expected, you’ve opened a media rich text message with action items on what to do next.
You're presented with two clearly labeled buttons:
"Download My Boarding Pass”
"Access My Flight Details"
The airline's chatbot assistant even went a step further and asked if you need any help navigating to your terminal.
Your next thought, “wow, I needed this.”
Rather than a frantic search through emails, and running from terminal to terminal, you have everything you need in one streamlined chat.
Get to Grips With RBM Agents: What Are They and Why Do Businesses Need Them?
This is a primary showcase of the immediacy and effectiveness held by Rich Business Messaging (RBM) in action.
Rich Communication Services (RCS) aren’t generic text-walled messages- they provide personalized, interactive experiences, transforming customer interactions from frustrating to a 5-star review.
RBM (RCS Business Messaging) AI agents facilitate structured and efficient interactions between businesses and users.
These agents guide users through conversations by:
offering suggested responses
utilizing device functionalities
presenting information in an organized manner
Businesses benefit from RBM agents by adopting a more sophisticated and interactive messaging framework compared to traditional SMS- leading to improved communication and a more refined customer experience.
As part of a conversational commerce platform RBM messaging enhances engagement, offering businesses a superior alternative to traditional application to person (A2P) messaging tools, like SMS.
The Importance of Using Branding and Business Information For RCS
RBM agents function as an extension of a business’s brand identity. It’s imperative that each agent is associated with business profile information.
Logos, brand colors, and images that reinforce brand recognition in each message.
Providing accurate and up-to-date contact information such as phone numbers, websites, and email addresses.
Business descriptions that provide customers with pertinent details about the company.
Using branding and business information across all RCS messaging interactions builds consistency in the communication style, which in turns aids in the development of positive sentiment and trustworthiness- something every great business relies on.
And notably, this approach is one of the most effective methods to strengthen brand recall.
Event-Based Interactions for RCS Business Messaging
RBM agents and users can exchange various event-based signals, amplifying real-time engagement.
When thinking about event-based interactions, these included factors such as:
Delivery receipts to confirm messages have been received.
Read receipts to indicate when a user has read a message.
Typing indicators to show when the RBM agent or user is typing a response.
These types of user activities automatically generate events sent to the agent, allowing businesses to track engagement between their RBM agents and customers more effectively.
These systems can integrate with platforms like Shopify and other sources to pull in real-time data and generate relevant events based on customer behavior.
For example, detecting an abandoned cart can trigger an event in the event engine, which then processes the data and determines the appropriate messaging strategy.
The Strength of an Event-Engine
The event engine serves as a centralized hub that takes in event data and enriches it using RCS AI messaging and retrieval-augmented generation (RAG: a technique that grants generative artificial intelligence models information retrieval capabilities).
RAG uses AI to pull in additional customer insights, generating the most relevant follow-up messages, which are then forwarded to the message engine for delivery. This ensures highly personalized and timely responses that keep customers engaged during and post purchase.
RBM agents can also send manual event updates to acknowledge messages and inform users about ongoing processes such as delivery, discount offer, rewards programs, etc.
With these advancements in AI chatbot agents, businesses can automate responses dynamically, creating a more seamless experience through their conversational AI.
RCS Messaging Capabilities vs. Traditional SMS Messaging
In contrast to traditional SMS, RBM messaging provides visually rich and memorable communication features.
Rich media support (images, videos, and interactive elements).
Suggested replies and actions that streamline user responses.
Media carousels that present structured information effectively.
Read receipts and delivery notifications for improved tracking.
Support for automated workflows and chatbot integration.
These capabilities transform RCS messaging into an interactive haven for consumer experiences, making it superior to conventional SMS communication that lacks the visually, media rich appeal modern customers are looking for.
Enhancing Conversations with Suggestion Chip Lists
Suggestion chip lists facilitate efficient and structured interactions by providing users with predefined response options. This helps users save time and mental energy.
RBM agents can send two types of suggestion chips:
Suggested Replies: Predefined responses that contribute to a structured conversation flow.
Suggested Actions: Functions such as opening a link, dialing a number, or sharing a location.
Implementing suggestion chip lists simplifies and streamlines interactions, providing users with a more structured experience, making rich business messaging far more efficient.
Unique Advantages of RCS Rich Media and Carousels
Rich cards and carousels provide businesses with a visually engaging and interactive method for presenting information.
These features effectively showcase products, promotions, and key details in an aesthetically appealing manner.
Enhanced Visual Presentation
Rich cards support images, GIFs, and videos, creating more engaging messaging experiences.
Interactive Content
Businesses can integrate buttons for suggested replies and actions, allowing users to respond efficiently.
Carousels for Multiple Product Options
Users can scroll through multiple rich cards in a carousel format, improving navigation and clarity of product offers.
Organized Information Delivery
Information is presented in a clear and accessible format, aiding customer decision-making.
How to Prompt Actions That Enhance User Experience in RCS
RBM agents help users to interact with messages in a fast and practical way by connecting directly to their device’s built-in features.
These actions reduce the need for extra steps and simplify communication.
Dial a number: Provides users with an option to call a predefined number instantly.
View a location: Displays a specific address in the user’s default maps application.
Share a location: Allows users to transmit their current location to the agent.
Open a URL: Directs users to a webpage, either in their browser or within an application.
Webviews: Enables users to view a webpage within the messaging app, offering full, half, or tall screen modes.
Create a calendar event: Allows users to add an event to their calendar with predefined details.
Compose a message: Opens a messaging app for users to send a predefined text, audio, or video message.
These functionalities contribute to user-friendly messaging experience, helping businesses connect with customers in ways that feel personal and intuitive.
4 Ways RBM AI Agents Will Transform the Future of Conversational Commerce
Personalized Customer Interactions
AI-driven RBM agents analyze user data to provide customized recommendations and responses.
Integrated Omnichannel Experiences
Businesses can connect RBM with websites, applications, and CRM systems to maintain consistency throughout the customer journey.
Enhanced Automation and Operational Efficiency
AI-powered chatbots can manage inquiries, process transactions, escalate issues, and schedule appointments with minimal human intervention.
Engaging Multimedia Content
Videos, images, and interactive media contribute to a more compelling customer engagement strategy and visually appealing experience.
Conclusion
RBM agents are certainly redefining business communication by offering an intuitive, interactive and structured alternative to traditional SMS efforts.
With features such as branding integration, event tracking, suggestion chip lists, rich media, and action-based messaging, businesses finally have a bold edge to strengthen customer interactions, simplify support queries, and improve brand engagement.
As AI and automation technologies continue to change market demands, RCS AI messaging will play an integral role in shaping the future of conversational AI for eCommerce and all other conversational commerce platforms.
