Additionally, not having to fumble around a brand’s website to find answers when you’re on the go and might not have access to a computer (or even if you do) makes life much easier, often increasing your likelihood of converting as well.
Since implementing Messenger as a support channel in January 2017, KLM has achieved a 40% increase in customer interactions as well as 15% of online boarding passes being sent via Messenger and a 5-point higher average Net Promoter Score than other channels.
Here’s what KLM’s Director of Social has to say about Messenger:
“Messenger gives our customers the opportunity to talk to us throughout their entire journey. We believe we can strengthen customer relationships by being where our customers are, which is Facebook and Messenger.” – Karlijn Vogel-Meijer
How Messenger can boost your business and customer relationships
There are many elements about Messenger that make it so suitable for brands to use as a channel to communicate, engage and support their customers. So, it comes as no surprise that there are already over 20 million businesses using Messenger to communicate with their customers every day.
Here’s what makes Messenger such an incredibly modern, useful tool for businesses of all kinds:
1. Conversational communication vs. Transactional communication ?
For businesses, Messenger offers customers and brands the ability to communicate in a more natural manner, which mimics the way customers communicate with their friends. Previously, most interactions between businesses and customers have been very transactional in nature, meaning once the customers inquiry has been resolved (or not) the conversation ends and is never referenced again. And it seems that people are craving this kind of continuous or ongoing interaction with businesses, especially given that most consumers who message businesses do so across all stages of their journey – from seeking product information to sharing product feedback.
With Messenger, the customer and the brand always have a complete conversation history in one place and customers can respond on their own time with ease. This helps increase customer engagement with the brand and in many cases increases the number of interactions, strengthening the relationship between the two. Plus, you can use all the emojis your heart desires ?!
2. Quicker, easier, better customer support ?
Messaging has quickly become one of the most preferred methods of communication with businesses. The majority of people that message businesses feel that messaging provides them with faster response times and better advice compared to reaching out via traditional channels like phone or email. But expectations are also higher on Messenger, so if you decide to implement it – be sure to have processes in place to deliver speedy responses.
Additionally, now you can integrate Facebook Messenger with your customer service software and answer Facebook messages alongside chats, emails and calls. In doing so you can bring the channel back to the customer service team instead of having it live in a silo with the social or marketing team. This makes it easier to provide more consistent, quality support on Messenger and even track customers who reach out on multiple channels.
3. It helps build trust ?
According to Facebook’s commissioned study by Sentient Decision Science, of those who message businesses, the majority say being able to message a business helps them feel more confident about the brand and personally connected to the brand. This could be due to the fact that Messenger presents an experience that allows customers to communicate with brands on their own terms, avoiding long wait times on the phone or having to keep chat windows open. The level of convenience it provides helps customers trust brands that use Messenger because it’s so easy for them to reach brands and get the help they need instead of getting deflected or having to jump through so many hoops the customer gives up.