Home / Technology / Messenger Is Facebook's Real Value for Brands – Adweek

Messenger Is Facebook's Real Value for Brands – Adweek

Customer expectations have matured in 2017; Social customer service was no longer just a response time and a friendly tone. In 2017, "effortless service" set the tone for what consumers considered acceptable and expected comfort, in-channel resolution and expert knowledge of the agent. Brands tried to adapt – some successful others not so successful – to make "effortless service" part of their social care architecture.

So, what has changed in 2018? The provision of effortless social care is still as relevant today as it was in 2017. But customer expectations are maturing faster, with their own insatiable demands for lightness and the platforms that facilitate this ease.

Today's consumers, the "always" generation, are more mobile and digital than ever.

Delivering seamless customer service remains critical to delivering seamless customer experiences However, the service landscape has evolved significantly, undergoing its own digital transformation, and the maturing of social care has led to the natural evolution of the term "digital customer service" in which we find ourselves in 201


Welcome messenger to the age of digital customer service

Imagine being on a business trip: your flight was delayed, you are tired, and you are walking through the airport to book an uber to your hotel, and you open the confirmation e-mail, to get the hotel address and see that an error has occurred – you're booked to stay tomorrow, not today – nightmare. You'll call them, If you have to wait, tell the agent all of your booking details from the email while you're on the phone – while trying to run nervously and exhausted through the airport. [196592002] It would be different if you were a Hyatt Gold customer. On all his contact pages – website, email, mobile application – there is a direct link to start a chat with his agents via messenger. You can just send Hyatt a simple message that you have booked to stay tomorrow instead of tonight – the company does not have to ask you for other details and it will come back to you in minutes.

This is an incredible experience and effortless. And that's possible because Hyatt got used to the power of Messenger.

Where is Messenger today?

With 1.3 billion monthly users, Messenger is growing in digital customer care. The platform offers customers continuous conversations with real-time personal interactions that cover every aspect of the customer journey.

With many social consumers now in favor of private conversations, the format of social-sharing sessions has changed meaningfully to "one-to-one engagements that increase customer satisfaction and brand loyalty."

In addition, the Messenger team continues to innovate in digital care. In November 2017, Messenger announced the launch of Messenger Customer Chat, which enables brands to initiate customer conversations about branding and create a single, seamless and continuous conversation using Messenger. Allows brands to handle broader customer requests while ensuring the best customer service in their class

Gartner predicted that by the year 2019, consumer messaging customer support requests will exceed requests for public social media customer support. Messenger customer chat reflects this trend and provides an invaluable resource for brands that are geared toward the next generation of consumers.

The Messenger customer chat is especially valuable for customer service teams, providing customers with a single, seamless experience on all devices for the first time. Unlike traditional web chat, which can only be found on a company's website, users can now chat with a company on the website and in Messenger (over the Internet, mobile device, or tablet) and seamlessly connect without interrupting the story and context. and switch. [19659005] So, why is Messenger the true value of Facebook?

Messaging combines full live chat functionality with persistent identity and mobile alerts – combining all the best elements of traditional digital care channels, designed specifically for the mobile era:

  • Real-time: Brands can even see if the other is typing.
  • Asynchronous: Customers can leave and continue the conversation later.
  • Persistence Identity: Brands can simply link the request to a customer record
  • Connected to: Connected to Smartphone Notifications

And it works so that brands can measure the strength of their customer relationships. Instead of striving for "good" customer service, the bar was raised. Brands know that because of the human, empathetic social element, they need to provide exceptional digital customer care. Measuring CSAT (Customer Satisfaction) and NPS (Net Promoter Score) via Messenger provides:

  • Higher response rates: Trademarks can see the response rates of traditional channels three times.
  • Comparison: Ability to Make a Comparison of Digital to Conventional Customer Satisfaction Service
  • Actionable Business Insight: CSAT provides clear customer feedback on potential service improvements.

There are certain interactions that customers find painful. Messenger-based customer service eliminates the hassles of your customer relationships, reduces frustration and lets your brand shine.

Messenger will continue to make a lasting impact on the digital care landscape in 2018 and demonstrate its true value for Facebook.

Joshua March is CEO of Conversocial's social customer engagement platform.

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