#WebSummit: Facebook is bringing the personal touch back into customer service, using bots

A further update will become available on Facebook Messenger

Facebook is continuing to develop and expand it's offering on the Messenger Platform. It was only launched six months ago, but has already made a significant dent in the communications field. 

Speaking to Newstalk.com yesterday, David Marcus, VP, Messaging Products at Facebook gave some insight into Messenger Platform 1.3.

"We all know communication is changing. We went from a very conversational environment, where you would walk into a store and you would converse with a person in front of you to the web, which basically traded the personalisation and conversational service for scale. Mobile came along, we tried mobile web, but that didn't work. We then invented apps, which made for a better experience, but we still lost that whole conversational environment. So the key question is, what's next?"

Facebook is now firmly looking at the potential for its Messenger app in the space that lies between mobile web and other applications. Messenger recently passed 1 billion monthly active users. Those users can make voice calls, send messages, emojis and even transfer money (if you're in the US). It's easy to see why it's continuing to excel.

"It's becoming a more versatile, visual platform as we add capabilities," explains Marcus. 

New features:

The updates to Messenger, unveiled today at Web Summit, kick the service on even further, connecting brands and consumers and working towards offering a more personalised service. 

If consumers engage with ads on their Facebook feed, the company can engage in a conversation with them via Messenger.



This conversation thread remains in place, unless the user opts to shut it down and block the company. Messenger has "persistent identity", which means the company remembers who you are, what your preferences are and, should you need to speak to a human, they already know your personal information and the issue you're having. 

KLM is one example of a company using consumer's Messenger profile to deliver a personalised service. 

"We know how important it is to bring people to the right content, in the right way, that feels just right to them - and we're excited to see the Messenger Platform continue to thrive for businesses and developers alike," says Marcus.