The Power of Facebook Messenger

The power of facebook messenger

We expect B2C companies to use Facebook Messenger. Don’t we also expect the company to answer straight away? Like if we were chatting with our friends on Facebook. Did you know that today 63% of us use a messaging app(*)? Also, that 53% of us are more likely to buy from a company that we can reach on a messaging app? In this blog post we will talk about Facebook Messenger and how much potential it’s future has. There will also be two more posts about Facebook Messenger this week.

How was the statistics on your last email marketing campaign? They were probably not very good. Well some companies, e.g. Sephora, have realised that to reach your target group you need to find channels that are not established yet. If you want to stand out from your competitors you need to do the same.

Facebook Messenger – The Next Big Marketing Channel

The features and functionalities of Messenger increase every year. At the Facebook F8 event in May (2018) a couple really exiting features was introduced. Remember these are up and coming and are not available just yet.

First feature is still only in a closed beta version but it’s potential is very exiting! We’re talking about the camera effect, augmented reality. The possibility here is to let customers “try on” products virtually before they buy them. Companies like car manufacturer KIA, beauty store Sephora and sports brand Nike are included in this beta. Read more in this article.

The other big introduction was Messenger MDavid Marcus, Facebooks Vice President, described Messenger M as something that will make interactions that never were possible before, possible. According to him it will make the world smaller. Maybe you have guessed what it is? It’s a translation feature! So soon you will be able to talk to customers who doesn’t speak the same language as you in the app.

But some fairly established features of Facebook Messenger so far is the sending documents, video chatting, the integration of a paying service (like Paypal) and chatbots. They are working on their own fintech feature in Messenger though. This feature will mean that you don’t even have to use Paypal but can send payments easier than ever directly in Messenger. So far it’s only available in a few countries, like the US.

Facebook Messenger is changing all of the time. Who knows how much it will grow in the next couple of years! As David Marcus says in his keynote from the F8 conference in May, it still feels like Messenger is early in it’s development. Exciting!


Build Behavioral Personas

Build Behavioral Personas

Using Customer Service Data

This blogpost is about how you can use customer service data to create behavioural personas. Just less than five years ago we would only build our marketing personas based on stereotypes. The assumptions that a woman have specific interests, and someone with a high income spend their money in this way. We have since then become smarter and realised that the market doesn’t work like that. We now realise the only thing we can rely on is behaviour. 

Behavioural data is more reliable than opinion, I have said it in earlier blog posts. When your company does the traditional market research they will probably only gather data that is less reliable. We soon have a day when a company doesn’t need to make manual market research. All the data they need is already there in the IT systems and processes. You already are tracking traffic to your website and conversion. Probably, how many you reach and engagement on social media. In your customer service you might for example track returned items and categories of issues.

 

Build behavioural personas with analytics

But you can take it a step further. We at Connectel have developed a speech analytics product with huge potential. To be able to extract valuable data from your conversations with customers could relieve your marketing department from assignments which gives them time to do something more valuable. Instead of relying on surveys that only 10-20 % of your customer base will answer now we can gather data and display it in real-time. Read more about the flaws with market research here.

Instead of sending out Customer Satisfaction questions you can with the help of speech analytics detect whether the customer seem happy or not. Together with data from the rest of the platform you can once and for all understand what channel your customer prefers. You can understand during what times of the day they tend to use what channel. With the help of speech analytics, we can catch all questions a customer is asking during a call, and text analytics can find the same information in emails and chat conversations. These examples are only scratching the surface of what we can do with the different analytics you will have available if you are using the CEC solution.

Get in touch with me if you have questions about the CEC solution or our analytical products.


Webchat - Your Website's Golden Star

Webchat

Your website's golden star

Despite not being a new communication channel webchat is just as hot today for business support as it has been for private communication for decades. We see an increase in its importance if your customers are more likely to visit your website on a mobile device. But in general, your customer is expecting to be able to chat with you. You should also value this channel more than you already do. It gives you the opportunity to be there for your customer in that crucial decision-making moment. That moment when they are ready to buy. Things can still go wrong in this moment. I mean how many companies haven’t experienced abandoned shopping carts?

Some companies report increase in revenue if your customer interacts with your chat function. I see one problem with how companies are handling this feature though. I, as a customer expect the webchat to be active when I’m on your website. That is more likely to be during the evening. The whole thing with a webchat is that I expect immediate answers. If I don’t get an answer within five minutes, then I will abandon the chat and then you as a company has lost an opportunity. I am not okay with you handling chat like it was a channel that can be treated like email or social media.

Webchat Software

Some questions that I might ask might be very basic. Basic enough for you to be able to implement a chatbot during the hours when no agent is available. To implement a chatbot successfully there will be a lot of work that needs to be done to feed the bot with data. We at Connectel are for example working with speech analytics and text analytics to feed our customers’ chatbots.

I have in earlier blog posts about Facebook Messenger described how their version of a webchat can be handled. I also described some exciting new additions to their software. Read those blog posts here:

Webchat summary

Do you see the value? To summarize here are the three reasons why you should use a webchat on your website:

  • It could increase your revenue
  • It will make customer service easier and quicker
  • It will leave your customer with a great impression

Do you want to read more about webchat? Read here what Neil Patel thinks about chat’s potential for marketing. Are you interested in how we can create a process where webchat becomes the golden star of your websiteContact me through email here.