During the Facebook F8 developer conference on March 25, the company had announced an exciting update on their instant messaging platform: Businesses on Messenger. This opens the door for businesses to engage with people in a rich and personalized way. Companies can finally interact with their customers in a conversational style on Facebook platform.
There are 600 million users using Facebook Messenger now and it is nearly triple of number it had a year ago. This large amount of users increased the business value of the platform especially when the company has a lot of existing customers using it. Like many other instant messaging platforms (e.g. WeChat, LINE), companies may enjoy the benefits of the one-to-one dialogue design – effectively communicate with their customer. Marcus, the former PayPal CEO who had helped to jumpstart Facebook message app, also wanted this tool to help solving the problem of businesses encountering difficulties to get attention though email channels.
This is an exciting moment for marketers: Given the popularity of Facebook marketing nowadays, we are already familiar with engaging our customers by different means in Facebook (e.g. Fan pages, Ads, games). Marketers can now combine this new feature with existing CRM solutions to deliver more values to customers. For example, customers can contact the hotel’s customer service directly on the messenger to request for recommending hotel activities / restaurants, assuming they have a profile in their CRM platform, it is possible to automatically recommend a more relevant proposal based on their cuisine preferences, past transaction records (Love visiting Spa / Gym? Like to order in-room services?).
While this feature is not yet available and may subject to a slow launch, we shall keep an eye on this and let you know any progress for an Asia Pacific launch. Stay tuned!
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