Conversational AI: Freshworks and Meta are Enabling Brands to Conquer the Customer Experience Domain

Today, customers and brands have the luxury to stay connected in real-time as well as on a more personalized basis, courtesy of Conversational AI. One brand which is a living testament to the same is Freshworks Inc. Today, the company happily announced that international companies are auto-communicating with their buyers and are retaining customers with their sophisticated army of conversational AI bots.

Buyers can connect with brands through a variety of popular apps like Instagram Messaging, Whatsapp, and Facebook Messenger.

Did you know that on a daily basis, Whatsapp has over two billion active users, almost two billion daily active Facebook users, and Instagram has a little over two billion monthly users?

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Jenke, Business Messaging, Director of Partnerships at Meta says,

“Messaging is how people and businesses want to communicate and get business done. Businesses of all sizes are embracing this shift and finding new opportunities to better engage with customers, offer support, and drive sales. We’re excited to work with Freshworks to make WhatsApp available for more businesses to better manage the end-to-end customer journey on our messaging platform.”

Freshworks’ Line of Products

Global businesses including MTN Cameroon (Africa), Body & Fit (Europe), and The Giving Movement (Dubai) have enhanced their customer service on Meta’s popular messaging channels using Freshworks’ Freshchat™, Freshdesk™, and Freshsales™ products.

The Meta Business Messaging integrations with Freshworks’ CX and CRM products are not just helping brands deliver superior customer experience but also supporting its sales and marketing teams.

With Freshworks AI-powered bots, businesses can tailor and automate messaging journeys for each channel, configure workflows across multiple channels or languages, and efficiently train bots with NLP learning capabilities.

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Freshchat and Freshmarketer

Prakash Ramamurthy, Chief Product Officer at Freshworks highlighted: 

• Seamlessly integrate with Meta’s main messaging platforms — WhatsApp, Instagram Messaging, and Facebook Messenger.
• Enable businesses to communicate with their customers quickly and easily, resulting in a better customer experience. 

The Freshworks Neo™ Platform

The Freshworks Neo™ platform and its native integrations with popular communication channels:

• Allow businesses to configure these channels and more as they expand and grow without needing expensive custom development, complex deployments, or IT support.
• Reduce the friction of scaling communication across messaging apps and can make it easier to adapt to evolving customer needs.

Brands and their Success Stories 

According to Forrester, 68 percent of consumers say that if they can choose where to make a purchase, they are more likely to go with a business that offers convenient communication.

Channel of their Choice

The Giving Movement, a UAE-based brand is a living example of effective auto-communication and efficient customer engagement through Freshworks’ WhatsApp and Instagram integrations.

The sustainable fashion brand focuses on proactive conversations in place of transactional messages, which is finding resonance with its global customer community. The Giving Movement’s COO Nick Fisher says that the brand has a purpose and believes in a customer-first approach. Thanks to Freshworks, the brand was also to communicate with its customers through the channel of their choice. With the help of the omnichannel function, The Giving Movement could address customer queries from multiple channels in a single view – thus strengthening their vision through our customer community.

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Enhanced Digital Presence

Another joint customer, MTN Cameroon, a local operation of the largest telecommunications operator in Africa, uses Freshworks’ integration with Meta’s messaging channels to reach its goal of increasing digital communication with customers and multiplying means of contact. “Around 2 years ago, we only had 20 percent digital penetration for customer support, with a majority of our customers coming to our physical stores and contacting our call center. Today, the Freshchat integration with WhatsApp and other messaging channels allows an impressive 40+ percent of our customers to reach out to us through digital channels. We are confident that this number will continue to grow in the near future as per our digitization of channels strategy,” mentioned Imani Masuke, Specialist Digital & Innovation.

Omnichannel Customer Service – the Way Ahead

Omnichannel customer service is also made easier with Freshworks’ products. Body & Fit, a global fitness and nutrition retailer, needed to include Instagram Direct Messaging into their customer service channel mix. Gerben Tegenbosch, Global Head of Customer Service, explained that as they were working with a lot of influencers, the need for Instagram Direct Messaging was the right approach. And so, the brands and their clients are very active on Instagram. Thanks to the Freshworks-Instagram integration, Body & Fit can also provide them with the best service and support via Instagram Messaging – all through Freshworks’ integrated platform.

Instant communication with users is the key to a refined customer journey and with Freshworks’ smart line of AI-empowered products, this is just the beginning of an evolution.

[To share your insights with us, please write to sghosh@martechseries.com]