This a guest post by Meredith Cain, a Research Associate on the Application Development & Delivery (AD&D) team.
As Francis Bacon wrote in 1625, “If the mountain will not come to Muhammad, then Muhammad must go to the mountain.” Although he did not write this with Facebook Messenger or customer service in mind, the meaning still applies. If customers will not come to your business, your business must go to the customers. In 2016, customer service application professionals struggle to find common ground where businesses can fulfill as many customers’ needs as possible in a seamless and timely manner. With one out of every nine people on the planet already using Facebook Messenger, businesses should start to capitalize on this consolidation of customers by adopting Messenger, rather than attempting to move the “mountain.”
In our recent report, we argue that customer service application professionals should make plans to incorporate Messenger into their service arsenal. Facebook’s recent announcement of new Messenger tools that include business-friendly innovations, as well as Facebook’s already ubiquitous user base, positions Messenger to serve as the bridge between Muhammad and the mountain. As this metaphorical bridge, Messenger provides customer service pros with:
Facebook held its annual developer conference in San Francisco this week. Analysts at Forrester collectively fielded a lot of questions from the media, but most of them focused on bots and the Messenger platform. Here are my top takeaways from the event:
It's still early days for developer tools: Facebook approached F8 with a humble, honest tone and message about the state of its applications, platforms and tools for developers. Facebook didn't over promise. Every executive on the main stage to the breakouts in the "Hacker X" and "Hacker Y" pavilions offered an honest portrayal of where Facebook is today. Where is it? Facebook holds a very strong position in terms of total minutes of use and monthly active users across its various apps and platforms (e.g., Facebook, Whatsapp, Instagram, Facebook Messenger, Oculus, etc.), but they are just beginning to offer tools to developers. Developers of mobile apps want to borrow mobile moments on Facebook's apps/platforms because they don't own enough mobile moments themselves. Facebook is just in the earliest of stages of giving tools to these developers to help them borrow mobile moments effectively.
As I’m writing this blog post on December 30, I don’t yet know how many messages will be sent on New Year’s Eve this year. But looking at the data from recent years, we can expect a huge number of good wishes to be shared digitally during the final minutes of 2014 and the early hours of 2015: WhatsApp processed 18 billion messages on New Year’s Eve 2012 and 54 billion on December 31, 2013!
Facebook Messenger and WhatsApp show similar levels of uptake at the European level, but we see surprising variations at the country level. For example, WhatsApp clearly dominates the messaging landscape in Spain, Germany, and the Netherlands, while Facebook Messenger leads in the UK, France, and Sweden.
Social media platforms like Facebook and Google+ are fast becoming a big topic for business. Consumers are embracing these communication and collaboration channels for more than just sharing holiday memories. According to software provider Invesp, one-third of workers use social media at work for at least an hour a day. Most of us also expect to use these collaboration channels increasingly in our work environments to improve the information flow.
We want to communicate at work as we are used to communicating when off work – with or without the consent of our employers. Today, however, Invesp data shows that less than 20% of companies have integrated social media with their customer care, sales or product development. Moreover, communication culture is part of business culture and work flexibility and as such impacts any business’ endeavor to attract and retain creative talent. Data by office solutions vendor Intelligent Office, indicates that 25% of people say they would not work for a company that does not allow social media at work.
For IT and business leaders, these social dynamics bring their own opportunities and challenges, as social media communication:
Provides an innovative and attractively priced communication infrastructure.Top management and business line managers alike increasingly recognize that social media forms a fundamental channel for informal communications. Social media offers cost effective collaboration and communication channels.