As Facebook enters the e-commerce bandwagon, it focuses on one goal. It aims to provide businesses with best-in-class tools to deliver excellent services. Facebook Shops make the buying journey easier. Hashtags, Stickers, and Tags help increase the discovery of brands. Recently, Facebook announces its deal with the Kustomer platform.
Kustomer is a CRM platform that helps manage a high volume of customer service easily. Facebook noted that there are around 175 million people who contact businesses on WhatsApp. This number is rising in other messaging platforms. So, with the integration of messaging in its family of apps, Facebook bought Kustomer for $1 billion. The platform can help brands manage their customer service via Messenger.
Kustomer uses machine learning and process automation to streamline customer services. It breaks the customer’s experience into 3 elements:
- First, it tracks messaging sessions to record customer events on an app or website.
- Second, it also tracks any transactions the customers make on the app or website. These may include making a deposit, new server creation, or placing an order.
- Third, it communicates with the customers via chat, email, or text.
With Facebook’s acquisition of the Kustomer platform, it will now communicate with customers via social channels.
Facebook announces its deal with the Kustomer platform on 30 November 2020.
Implications for Marketers:
The Kustomer platform is an omnichannel CRM that integrates multi-channel customer conversations into a single-screen view. It’s a new resource for Facebook marketers to automate repetitive customer service tasks. With the use of chatbots, brands can streamline their e-commerce messaging to maximize connection and reach.