Messenger – Facebook’s version of the DM – released three new features that will allow brands to better connect with their customer base. These features are intended to ease friction in the initial stages of establishing contact with a customer as well as help improve the customer’s experience with prompt answers and ease of use.
The break out feature to pay attention to is the so-called ‘icebreakers’ that business profiles are able to preload into their Messenger account through the API. Basically, this is intended to function like an interactive FAQ by providing the option to select a commonly asked question from a short list compiled by the company and receive an immediate answer through automated responses.
Among other features being rolled out, a ‘first phase’ ad update is promised that should allow businesses to better target their ads and handle the responses received from them. Alleging that the feature adds more initial clarity for the business when responding to a customer, it is in its early stages of development so expect a hiccup or two.
Finally, on the user side, more reply options are being added for interactions with businesses in Messenger. Reactions (aka the feature that lets you flag a comment with an emoji) are gaining a foothold within this area of the platform as well as implementing a thread based system of message replies to better help target comments direct from the consumer.
These latest updates are in response to the outcry from consumers saying that they wish businesses were more accessible on the platform. As demand continues to grow for transparency of companies and one-on-one communication, expect innovations to keep rolling out in response.