Business use of messenger apps for customer service on the rise

Anne Freier

In Mobile Advertising. December 18, 2018

Mobile messenger apps such as WhatsApp and WeChat are not just important consumer communication tools, but can be incorporated into a brand’s strategy. In August 2018, WhatsApp saw its usage jump to a whopping 85.21 billion hours, highlighting just how much we have come to rely on such apps.

Now, MessengerPeople has released new research that explores the potential of messaging apps. According to the MessengerPeople Study 2018, 117 million customer queries were received on WhatsApp by companies in the last 12 months. Of these, 62% are answered within just 24 hours.

Chatbots are a popular tool to answer messenger-based queries, with over 50 million queries being answered by bots via MessengerPeople last year.

The research also outlines seven strategies for professional customer service care via messaging apps, including a focus on quality, speed, integration with other customer service options, answer tone, multimedia strategies, automation and feedback.