Marketing
November 18, 2021
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4
min read
A look at omnichannel Facebook Messenger integration at CINNOX. Today’s customers are very high maintenance and they have little tolerance for service that doesn’t meet their expectations. Businesses have never faced more competition than they do now, and find themselves needing to quickly upgrade technology to maintain relationships.
73% of customers will use more than one channel to talk with a business they love, but the common multichannel approach of simply being present on all those channels is no longer good enough. Customers want the same experience on every channel, and don’t want to repeat themselves – ever. Simply transferring a customer to another department means they’re upset with you, and you might not be their preferred brand to buy from in the future again.
- Omnichannel communications means that your leveraging technology to create better experiences for customers – like:
- Routing customers to the right agent if they call, SMS and also Facebook your business, or routing them to the same agent that has helped them in the past
- Having immediate access to their past communication history from all the channels they’ve used to talk with your business – so the customers don’t have to repeat themselves again and again
- Knowing what a customer probably wants to talk about based on the pages they’ve viewed or through a quick pre-chat survey so they can easily engage with your brand and get information faster
- Unifying different communication channels into one dashboard, so that agents can manage inquiries more easily – increasing productivity, response times, and overall customer satisfaction. If agents don’t have to manage multiple channels by swapping between apps, tabs, browsers and devices, then they have more time to personalise customer experiences and provide more value
Use Case: Facebook Messenger for customer service
Facebook Messenger has 1.3 billion monthly active users. This makes it an essential tool for business. However, managing these messages and assigning them to the right person can be difficult.
With CINNOX, Facebook chats go straight to your omnichannel dashboard. They appear alongside your other digital and telecom inquiries for smoother handling.
Key features for service teams:
- Centralized Management: Read, manage, and respond to all messages in one place.
- Better Collaboration: Work with colleagues without switching browsers or apps.
- Customer Directory: Every person who messages you is added to your directory automatically.
- Journey Data: Agents can access a customer's profile and history with one click before each chat.
Smart Routing
You can route Facebook inquiries to the best agent based on:
- Language and location.
- Time zone and visitor traffic.
- "Sticky routing" to connect customers with agents they’ve spoken to before.
An omnichannel dashboard prevents the typical "silo" approach. It allows you to route customers effectively across all platforms.
Reports and Insights
Access detailed analysis of incoming inquiries and agent performance. CINNOX reports provide a complete omnichannel picture. You can see the big picture of all your channels, customers, and agents. This helps you effectively manage timing, schedules, and workflow.
Use case: Facebook Messenger for marketing
“Facebook Messenger Marketing is one of the newest and most effective ways to do business.” – Forbes
Lead Generation and Content Delivery
Lead generation has traditionally focused on capturing email addresses. However, customers want to talk to brands like they talk to friends. They prefer instant messaging.
Is Facebook Messenger a better choice than email? Recent trends suggest it is:
- Email success rates have declined in recent years.
- Many businesses are seeing incredible success with Messenger.
- Digital marketing experts report an 88% open rate and a 56% click-through rate on Facebook Messenger.
- Along with SMS, it is one of the highest-engaging channels available.
Hubspot Comparison Test
Hubspot recently tested sign-ups via email versus Facebook Messenger. They sent follow-up marketing to both groups. The difference in engagement was significant:
- Messenger Broadcast: 80% Open Rate | 13% Click-Through Rate (CTR)
- Email Broadcast: 33% Open Rate | 2.1% Click-Through Rate (CTR)
For your next campaign, try linking your ads to Facebook Messenger. You can manage these inquiries through CINNOX. Use smart routing to connect leads with agents who specialize in sales and conversion.
How omnichannel Facebook messages work
- Direct Sync: Private messages sent to your company page appear immediately in your inquiry queue. (Note: Comments and wall posts are not connected).
- Profile Visibility: When an agent accepts a Facebook inquiry, they can see the customer’s profile and journey info.
- Data Enrichment: We recommend asking for an email and phone number to complete the customer profile.
- Rich Media: CINNOX supports images, attachments, audio, video, location sharing, and emoticons.
