Zendesk has partnered with Meta to launch Relay, a new outbound messaging app that allows businesses to engage with customers on WhatsApp and SMS proactively.
Zendesk has announced an expansion of its partnership with Meta to launch a new outbound customer messaging app, Relay.
The solution, available via the Zendesk Marketplace, will provide users with “proactive messaging” capabilities for their WhatsApp and SMS channels.
The company claims that Relay’s outbound messaging features will allow businesses to connect with customers proactively at scale while being able to access and manage all customer interactions natively in Zendesk.
Zendesk believes companies can use enhanced outbound communications capabilities to deliver more personalized messaging and improve their overall customer experience offerings.
Indeed, the benefits of Relay were discussed by Mike Keohane, RVP of Business Development at Zendesk, who commented:
“Relay will allow companies using Zendesk to proactively contact their customers through WhatsApp, providing important updates they might not be aware of.
This can include examples such as reporting incidents, invites for exclusive opportunities, and requests for feedback on services or products.
So, let’s take a closer look at some of the features of Zendesk’s new messaging app.
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Can Businesses Rely on Relay?
As discussed above, a key aspect of Relay’s business use is the ability to enhance targeting and personalization. The app achieves this by utilizing “dynamic content” and audience data to craft messages tailored to specific customer segments.
This approach ensures that communications are more relevant and engaging for each individual, leading to improved customer interactions.
The solution also allows administrators to “effortlessly” create custom messaging templates within Zendesk, which can be submitted for Meta to approve.
This streamlined process facilitates the efficient creation of messages that maintain consistency and adhere to platform standards.
Zendesk believes Relay’s capabilities will accelerate user business outcomes and foster greater customer loyalty and satisfaction.
Moreover, by delivering timely and relevant proactive communications, companies will strengthen customer relationships and benefit from increased sales and overall business success.
For Keohane, Relay will be integral to fulfilling Zendesk’s goal of helping businesses deal with evolving customer expectations:
Consumers now expect real-time, personalized communication from brands, akin to what they experience in their personal lives.
“By adopting proactive messaging strategies, businesses not only meet but exceed these evolving expectations, delivering timely and relevant information through channels that customers already use and trust.”
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More News from Zendesk and Meta
In June, Zendesk launched a new venture arm to invest in early-stage AI startups.
The initiative aims to keep Zendesk updated on AI advancements, enhance its app and partner integrations, support the AI industry’s growth, and discover potential acquisition targets.
At the time, CEO Tom Eggemeier announced that Zendesk would commit “tens of millions of dollars” to this effort, focusing on seed and Series A investments.
The company is particularly interested in startups specializing in customer service and AI, willing to integrate with Zendesk’s marketplace and have annual recurring revenue of under $50 million.
Zendesk is prepared to invest significant amounts in individual deals for qualifying companies.
Elsewhere, there was more WhatsApp news from Meta, with the company unveiling a string of new features designed to improve business-customer interactions at its third annual Conversations conference in Sao Paulo.
These updates include a WhatsApp AI assistant, Meta Verified for WhatsApp Business users, and a new calling feature for larger businesses.
At the event, CEO Mark Zuckerberg detailed how the new AI assistant will enhance customer service and the overall experience for WhatsApp Business users:
Any business should be able to quickly stand up an agent that can talk to your customers, provide support, and facilitate commerce.
Given its extensive use in customer service, this push to enhance WhatsApp Business is logical.
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Research from late 2023 by What’s the Big Data shows that over 50 million companies use WhatsApp Business, which can boost sales by 127% and improve customer service standards by 225%.
