What Happened
Twitter continues to make its platform more brand-friendly as it launches a chatbot service in Direct Messages that brands can use to speed up their customer service. The new feature allows brands to partner with nearly a dozen third-party services to build automated message systems specific to each brand, such as Welcome Messages and Quick Replies, to generate timely responses to inquiries and prompts from customers. Brands such as Pizza Hut, Spotify, Tesco, and Airbnb are among the first to try out this new product.
What Brands Should Do
Twitter has been steadily adding customer service tools to its platform, and this introduction of chatbot services is a natural step for Twitter as it builds out its customer support tools to appeal to the growing needs of brands and their customers. A recent study by Twilio found that most consumers now prefer to use messaging to interact with businesses rather than calling. As Twitter continues to make its platform more brand-friendly with new messaging features, we expect to see more brands utilize the tools to provide better customer service.
To learn more about how brands can reach and engage with customers via conversational interfaces such as messaging apps, check out the first part of our Outlook 2016.
Source: AdWeek
Header image courtesy of Twitter Advertising
