With 1.3 billion monthly users and growing, and 20 billion messages exchanged every month between consumers and businesses (10x growth in the past 2 years), Facebook Messenger offers brands and consumers the ideal communication channel.
You may have recently noticed the little blue Messenger widget appearing on business websites. From businesses like Volaris Airlines to Argos, brands far and wide have embraced Facebook Messenger to connect with their customers. But why?
We can’t reiterate this enough; the future is here. Two-way brand/consumer communication that is effortless and unique is becoming the cornerstone to harnessing customer loyalty. But loyalty is not a given. It must be earned and nurtured, and without the right care, it’s easily lost. Facebook Messenger is how the modern consumer wants to communicate with businesses.
Why Should Brands Care About Facebook Messenger?
For starters, 40 million businesses are already using Messenger to communicate with their customers. But why?
Customer experiences over Facebook Messenger are…
...Device agnostic – your consumers can move from one device to the other seamlessly (a conversation can start on desktop and move to mobile with ease).
...Consistent – you customers can step away and continue the conversation later at their convenience, returning to the same thread.
Messaging combines full live chat functionality with identity and mobile notifications- merging all of the best elements of traditional digital customer engagement channels, purpose-built for the mobile era. But those are just the benefits for the customer…
What Can Your Brand Do With Facebook Messenger?
Replace web chat with the Messenger Chat Plugin and Guest Mode
The Messenger platform's customer Chat Plugin allows brands to integrate the Messenger experience directly with their website. This allows your customers to interact with your business anytime with the same personalized, rich-media experience they get with Messenger.
What's more, Guest Mode, a recent update to the Messenger Chat Plugin, allows businesses to seamlessly connect with more customers regardless of their browser, device, or Facebook login status. This means users who are not logged into Facebook can still message the brand via Messenger, making it the perfect replacement for traditional “live chat.” This in and of itself is a messaging game changer.
Guest Mode, a feature the web-based Messenger Chat Plugin
Make your business and agent more efficient (and cost-effective)
The asynchronous nature of messaging means that conversations can pause and resume between messages exchanged. Agents can have a real-time conversation while the customer is present, but then seamlessly shift to the next conversation while they are waiting for the prior customer to respond.
Asynchronicity is one of the key factors that makes Messenger so convenient and powerful. Customers can start a conversation with brands, do something else more important and then pick up the same conversation right where they left off 52 minutes later. Gone are the days of having to be 100% engaged in a live chat conversion. Now you can order a coffee, talk to a friend, and have your service issue resolved all at the same time.
Address FAQ, seamlessly hand off to agents when needed
Build unique customer experiences driven by automation
Messaging channels were built from the ground up with automation in mind, allowing for a plethora of unique, customizable experiences available at your fingertips.
For one, automation allows for brands to be proactive. Let’s take the airline industry as an example. Say a customer’s flight is delayed. Sending a proactive notification to them first over Messenger - ”We noticed your flight is delayed” - and allowing the user to instantly and effortlessly change their flight within the same thread saves both parties time and energy (not to mention adds brownie points for doing the legwork for the customer ahead of time). Imagine the amount of stress that can be alleviated for both the consumer and airline, when they don’t have to show up at the airport and realize they now have to deal with a slew of cancellation problems last minute.
Secondly, many companies today are integrating automation into Messenger to drive sales in ways that were not possible before. Sephora for instance has long used Messenger as a creative way to allow its customers to try on makeup and products right in-channel without ever having to enter a store. Even more ingenious than that, if a customer decides they like a product, they have the capability to buy it right then and there.
Is Facebook Messenger The Future?
Facebook, as one of the biggest and most profitable companies in the world, has fully embraced the power and benefit of messaging apps. In the long term, there are plans afoot to merge WhatsApp and Instagram with Facebook Messenger to allow communication to flow across all three platforms, enabling businesses greater range and flexibility when it comes to messaging.
Currently, Messenger with its thousands of developers and a deep commitment to conquering the business messaging market is full steam ahead. Expect Messenger’s functionality – already at an advantage – to get better and better. So yes, for many companies, Facebook Messenger has indeed been ingrained into the future of all things CX.