Create Value with Customer Service and Messenger
A good and proactive focus on customer service is an important strategy in any business. This applies across several industries, where it has become more difficult to compete on product and price, and where the consumer expects more from the company – including more accessibility and a personal relationship. Strong customer relationships are important for companies and help create more sales, loyal customers and improve earnings.
The probability of selling to existing customers is 60–70%, but only 5–20% for new customers.
Good relationships between customers and companies always start via dialogue. And this dialogue is no longer reserved for traditional media such as telephone and e-mail. It has increasingly moved to new, more personal media: messaging and chat features.
This article focuses on how companies can advantageously use Facebook Messenger as a customer service function to increase business availability, improve dialogue, strengthen relationships, and communicate with new and existing customers.
The article reviews the following:
- Benefits of messaging/chat features
- Conversation relationship with Messenger chatbots
- Tips for using chatbots
Benefits of messaging/chat features
We send messages like never before. In the UK, Facebook Messenger is one of the most popular messaging services to communicate with friends and family. 80% of all adults write messages every day.
Messenger is for everyone
A survey by Nielsen shows that 53% prefer to shop with a business that they can communicate directly with online, and 56% prefer writing a message rather than calling or e-mailing the business or visiting the physical store.
Every month, over two billion messages are sent worldwide between people and companies via a messaging app. And this is a developing feature.
The benefits of Messenger are many:
- It's easy, fun and visual
- There is fast response time (real time)
- It's time saving
- Conversations are personal and are saved
- We know the platform
- The format is accessible on all devices
Messenger allows companies to interact with customers where they are already present. It opens up increased accessibility, personal dialogues and relationships between customers and businesses.
While we as consumers have increased our focus on how we use our time most efficiently and our perspective changes to a ‘mobile-first’ approach, expectations also rise for the companies with whom we have relationships. And again, Messenger wins as a communication medium.
Conversation relationship with messaging chatbots
Chatbots and automated messages are a key topic in messaging.
Interest in automating routine responses is increasing and, in line with the expectation of higher accessibility outside of ‘normal opening hours’, programmed chatbots are also more relevant to companies.
A chatbot can be a great customer service supplement, delivering quick answers to familiar enquiries in Messenger when an employee is unavailable.
Minimum Viable Response Assistant with Messenger
Businesses with a Facebook page can already customize the message settings with smart answer assistants, which consist of short but instant answers.
If 90% of Messenger messages are answered within 15 minutes, the company gets a ‘very responsive’ badge added to its Facebook page. A strong signal to send to your customers!
I recommend that all companies with an active Facebook page start out with a simple setup and thereby create a presence on Messenger while paying attention to every enquiry, so that an employee can quickly continue the dialogue.
Let a Messenger chatbot respond to frequently asked questions
Does your company get many enquiries via Messenger? And are many of the questions the same? Then you can take advantage of a smart chatbot in Facebook Messenger.
With Messenger marketing platforms like MobileMonkey and ManyChat, it is now easy to set up and connect a chatbot to Messenger.
Here is an example from an amusement park where a number of enquiries deal with the same topic, namely the company's annual Christmas market. These questions could easily be answered by a chatbot:
- ‘My children have membership cards, do they have to pay to get in to the Christmas market?’
- ‘Are the Christmas market stalls only for companies or can private persons participate? If so, are there still places and what does it cost?’
- ‘Is it possible, as a small children's shop, to get a place for your Christmas market?’
- ‘Can you buy a ticket at the entrance or do I need to buy in advance?’
Tips for using chatbots
Make sure that the customer quickly understands the chatbot's scope and what it cannot help with. It's hard to create a 100% friction-free conversation between a chatbot and a human. The robot is governed by rules. Namely the rules set up by you.
As long as you are aware of this and make sure to match expectations within the organisation of which department will use the chatbot, I recommend testing the technology and getting experience.
In the above example, a number of typical questions from the company's customers were based on a specific delimited topic.
Decide on the rhythm of the scripted dialogue and how many steps/answers the conversation should have. Write with a smile. Configure the chatbot with short, precise response sequences reminiscent of messages from a normal conversation in Messenger.
Don't forget the functionality and the chatbot's limitation: don't leave the dialogue with your customers alone to the chatbot. What characterises a good dialogue and relationship between people is when we ensure that we understand each other. Chatbots must be used with care.
Be prepared to take over in the dialogue from the chatbot and optimise the configuration continuously in pace with the experience you obtain. Then you avoid examples like this: