The changes coming from Facebook and Facebook companies such as Instagram are being rolled out one at a time in a whirlwind fashion. The latest change for businesses comes with the Facebook Messenger app.
We’re just weeks away from the launch of the Businesses on Messenger application which will most likely be released in the U.S. eventually expanding worldwide over a few months’ time. Businesses selling products online will have the opportunity to really take a hold of the power of customer relationship management on social media via direct messaging with shoppers.
How Will It Work?
Customers will be able to decide in e-commerce checkout processes whether or not they would like to begin conversations using the application. Those who decide to use Messenger will be able to use it to track orders, receive order confirmations, get shipping status updates and otherwise ask questions or make comments about their orders. It will allow customers to have greater access to information regarding their online orders, it will help companies become more transparent and accessible in the process and it will allow for real-time responses and truly personalized service. Just like the traditional Facebook Messenger app, Businesses on Messenger will have the ability to send both text and photos. Push notifications will also be allowed for those wanted to be alerted immediately to responses and to help avoid overlooked messages.
If successful, this application stands the chance to change the way shoppers order online. While some e-commerce brands have very accessible order processes, the overwhelming majority utilize third party websites or applications in which customers must wait to receive emails and log in to order tracking websites where the only questions able to asked may be from drop-down choice standard selections. Many that offer the ability to receive personalized responses are not able to respond for 24 hours or even longer. Facebook is also in talks to incorporate a live chat service into the application as well.
A trial process is currently underway with Everlane and zulily. Facebook is currently accepting businesses interested in receiving more information and/or interested in signing up to be a part of the soon to launch application.
What Are the Implications?
With over 600 million users, this newest change to Facebook’s offerings stands to give the company another great advantage for gaining data for greater marketing and advertising insight based on what customers want and need. It is interesting to see how this will later impact Facebook’s algorithm for organic reach and its advertising practices and formulas.
