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August 9, 2019

How and why to use (or not) the Customer Chat Plugin on Facebook Messenger?

When Messenger published the Custom Chat Plugin, I was pretty excited by the product’s potential.

What is the Customer Chat Plugin?

Roughly speaking, Messenger created a free live chat tool that’s connected to the messenger of your Facebook page!

the Customer Chat Plugin in its initial state.
a conversation in the Customer Chat Plugin

For example, customers who ask questions after visiting your page are able to ask them. However, as often, when you give an option to a user, they will have the tendency to use it… and that means deploying a community manager behind the conversations to answer questions. And that, that’s not scalable… but we will come back to that later.

The advantage of this Customer Chat Plugin is that the users who sent you a message can be contacted again through this same messenger.  There are broadcast APIs that can send messages to potential customers with open rates ten times higher than emails!

In addition, customers who have asked questions also constitute a special audience in Messenger’s central advertising and can be retargeted on Facebook, Instagram and the entire Facebook advertising network. This is a hot public that needs to be taken care of and traditionally has very good conversation rates.

But how do I respond to all these messages?

In parallel with this Plugin, Messenger has allowed the development of chatbots. More than 300,000 robots interact with users, 24/7. The idea is to connect a chatbot to a Facebook page, which will make it available in the Customer Chat Plugin and thus on the landing page.

How does this chatbot work?

It’s possible to use natural language understanding algorithms to automatically respond to users’ questions and thus remove their last objections. The robot will understand the question and provide them with the correct answers.

In summary?

By connecting a chatbot with Customer Chat Plugin, you will answer user questions, which generally helps increase conversation rates.  You can also re-contact them via a newsletter on Messenger or through targeted advertising.

What about the drawbacks ?

In my opinion, the Customer Chat Plugin can be an excellent tool in B2C, but the connection to Facebook is mandatory, therefore limiting the reachable audience.

To deepen the subject :

You have an FAQ ? You have a problem !