skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view

Summary

Initially viewed as having limited uses in customer service (aside from as a channel for complaints), social media is rapidly gaining traction with customers wanting to communicate with businesses. Although there are still issues with security and sharing personal details publicly, Facebook has improved its support for business Pages. Private social messaging services such as Facebook Messenger represent an opportunity for businesses looking to provide simplified customer service. One vendor that has embraced Messenger is Zendesk, which has integrated Zopim, its recently acquired chat platform, with Facebook Messenger. This allows customers to communicate easily with businesses using the platform.

Zendesk has partnered with Facebook Messenger to help businesses deliver differentiated customer support

Zendesk’s unique integration with Messenger allows customers to communicate directly with any business that has a Facebook Page. After making a purchase on a website or via a mobile app, customers are encouraged to get updates about their orders via Messenger instead of by email. They can then use the channel to ask questions about their purchases, follow shipping updates, and even make changes to their orders. Customers can quickly find order information or communicate with agents without having to log in to a website or find the right email or phone number. Agents view the customer interactions in the same Zendesk application that they are accustomed to using for handling other types of communications. All messages are stored with customer case records so that agents can easily view the historical context of transactions. This use of Messenger makes the most sense for retailers that have a loyal following of customers on their Facebook community; for example, the retailer Everlane is already working with Zendesk to offer this differentiated service.

Ovum believes that as the shift from voice to digital communications continues, tools such as Messenger and SMS will alter customer service. Today there are many channel choices and customers are not always sure which to choose to get the answers they need. Businesses need to prioritize faster resolutions and reduce the effort customers must put in to find information and communicate with agents. Customers are already communicating with their peers via SMS and Messenger and it makes sense that they should be able to send a quick question to an agent through the same user-friendly channels. In addition, Facebook has added free voice calling to its Messenger app, meaning that conversations can be easily escalated to voice if they become too complex to handle via text messaging. However, businesses will need to schedule agents accordingly and train them to handle multichannel interactions to ensure the smooth transfer of information across channels.

Appendix

Further reading

Benchmarking Enterprise Maturity for Social Customer Service, IT020-000018 (April 2014)

“Facebook’s Messenger Platform takes measured steps towards a richer user experience,” TE0003-000848 (March 2015)

Author

Aphrodite Brinsmead, Senior Analyst, Customer Engagement

aphrodite.brinsmead@ovum.com

Recommended Articles

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Enterprise Services

    5G: Another technology in search of enterprise use cases

    By Evan Kirchheimer 26 Apr 2018

    Service provider interest in justifying 5G investment through its potential to open new revenue streams from the enterprise segment is growing ever greater.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now