Today, it was announced that Facebook and KLM Royal Dutch Airline have entered into an agreement that will allow KLM passengers to check their flight, connect with customer service and make changes to their travel arrangements.
Just last month, Facebook launched “conversational commerce” and companies like Walmart and Hyatt have used the service to connect with their customers.
Could it be that Facebook numbers are so compelling that it will become a hub for business communications?
From an Integrated Marketing perspective, this evolution makes complete sense. How can a company make life convenient for their customer? Go where the customer is – think of it from their perspective—how can life be easier? One login – one platform that the customer uses daily – one place to look for information. A place that the customer is comfortable with, knows how to navigate and can refer to from anywhere.
Using the Facebook platform (the private messenger feature) allows the customer to interact with their brand without having to visit their website, without having to remember yet another password..in the case of travel—it eliminates visits to multiple sites when there are changes to be made. The whole change to Facebook just spills out oodles of convenience.
So are there any disadvantages for Hyatt? For KLM? For WalMart? You lose the customer visiting your website. So, it depends – what was the customer experience, there? Facebook does offer GREAT targeting for advertising, so a click through on the ad could still take them to the website…for now, it seems like nothing is lost and all is gained.
Can you think of other things the business is missing by moving their communication to the Facebook messenger?
What other benefits will businesses reap from partnering with Facebook?