How to use mobile messenger applications in customer service?

In today’s world, the usage of smartphones and other mobile devices is constantly growing. Reality requires from us to be in constant contact, which is why in the last few years applications for communication, such as Facebook Messenger or WhatsApp have become very popular.

Thanks to the development of mobile applications, companies began to communicate with customers using the newly created channel. According to Gartner, until 2019, requests for support reported by customers via mobile applications will exceed the number of requests sent via social media.

With the help of mobile applications the relationship between the company and its customers can be deepen. These applications provide instant contact between customers with the company so they can get an immediate answers to their questions.

The main players such as WhatsApp, Facebook Messenger, WeChat, Google Allo and Viber already have 2.1 billion active users per month worldwide, so it’s no wonder that companies have become much more interested in using mobile applications to communicate with their customers.


One of the biggest advantages of these applications is that they create a personal platform for interaction between the company and the customer.

What does this growing trend of mobile messengers mean to your company?

Considering how quickly messaging applications have developed over the last year and the very high and constantly growing level of usage of mobile devices, it is obvious that companies have a real opportunity to get in touch with customers through this new communication channel, but the question is: how ?

Take a look at your Facebook messaging application. What can you do with it? Quite a lot. You can not only send messages to friends but also share photos, transfer money or order transport.

In the case of users called Millenials, mobile applications for communication are already dominant in the field of Internet communication and are starting to displace e-mails, text messages and other available communication options.

According to Business Insider, companies such as Facebook, Google, Atlassian and Slack extend their massaging applications beyond just a tool for sending text, video and audio into something a bit more like the operating system. As a marketing and communication tool, this “operating system” that knows you exactly, will be a unique communication tool, thanks to which companies will be able to provide personalized customer content and services.

How can you use this new channel to communicate with your customers through the most popular communicators like WhatsApp, Facebook Messenger or WeChat?


WhatsApp together with Facebook Messenger is currently the largest messaging application. It has over 1 billion active users per month and has been used to communicate with customers by both large brands and SME. A great way to engage customers by using this application is to offer them various types of promotions and free or additional service. Because the chances that the customer reads your message on WhatsApp are higher than in the case of e-mails, take this opportunity to send images, links and content that will attract the customer’s attention. A good way is to build a list of people in specific target groups. Remember not to spam!

WhatsApp is a personal communication platform in which users informally talk to their friends and family, which is why it is important not to stand out and give your company the right character. Create a friendly personality that best reflects your business. Send greetings, Christmas and birthday wishes to your customers. Keep a personal, polite tone in communication.


Facebook Messenger

The Facebook Messenger is another top messaging app which has also over 1 billion users around the world. This is a huge marketing potential that can be used in two main ways.

The first way is to use the communicator codes. How it’s working? Users scan the codes using the Messenger application that your company can share by posts on social media. Codes also work offline!

The second way is to use the communicator as a CRM tool. Responding to customer inquiries can be time-consuming. Using bots to communicate via Messenger can help your company respond quickly to customer inquiries, which will result to increase customer retention rate.



WeChat is, at its core, a messaging app, but that is really only a fraction of what the service can do. If also offers more traditional social networking functions like video and picture sharing, games, stickers, and the ability to share and connect with friends through WeChat Moments.

It is also a social commerce platform, incorporating WeChat Stores for online shopping and WeChat Pay and WeChat Wallet for payments to both online and brick and mortar stores. It even offers professional functions like expense tracking. It can be used to book a taxi, a flight, or a doctor’s appointment. It’s like Facebook, Skype, Slack, Amazon, PayPal, and Apple Wallet all rolled up into one. No wonder it is one of the most used communicators with almost 1 billion users each month.