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The new Chat App API will initially work with the WeChat and Line chat apps, with plans to extend the API to additional chat apps used by end users. Moore sees chat apps as a more reliable way to communicate with end customers than SMS text, especially throughout Asia and Europe where chat apps have become the norm. Statista calculates that, as of October last year, chat app Line counted 560 million users. A range of industries are currently reorienting their internal processes to ensure that customer relationship management (CRM) is the spine of their operations. Brands all have call centers with customers coming in to one central point and they want to manage that conversation with the customer. The potential for improving customer experiences could be huge if focused on this customer care.
Where it gets more dicey is the next two use cases that Moore describes: marketing and sales. Moore is confident that brands are mature enough to build out from customer service use cases so that where a marketing and sales focus is applied, it is aligned with the interests of customers. While Moore expects other chat apps to come on board soon as they open up their APIs, he also acknowledges there won’t be one particular chat app joining in: WhatsApp is staying true to their recent decision not to release an API, so there will be no brand communications on that app.
Developers working with brands (either in-house or via dev shops and creative agencies) can register for access.


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The new API is aimed at helping development teams and creative agencies working with brands to leverage the ubiquity of chat apps to enhance brand-to-customer communications.
He gives an example of an airline wanting to alert passengers to changes in flight information or gate changes. This has been driven by international Internet and mobile use, the explosive potential of APIs to connect data sources and create a 360-degree view of the customer, and a changing culture where companies are recognizing the need to scale a personal engagement with their customers as part of maintaining their brand reputation in a global marketplace.
But for end customers, the main interface for their mobile and personal communications is the chat app, according to Moore. Brands could use a combination of APIs so that as customers request support, the brand links to their CRM record (by API), analyzes their request by text mining to quickly identify the most useful customer care support resources (by API), and even apply sentiment analysis (by API) to determine the priority order of response based on customer satisfaction. The recent spate of poorly data-driven retargeting strategies being seen by many may suggest that this is a fairly optimistic view. So Facebook Messenger will be the channel for access to commercial use cases, for now,” confirms Moore.
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Browse now through our archive and see for yourself this amazing content adult amateur cam web, adult chat dominant female, senior sex chat no sign up. So for brands to be successful, they must link their CRM with chat apps to be where their customers want to interact.
Using the chat app API, this could then all be funneled to a customer service staffer who could then resolve the customer’s issue promptly and efficiently. A study in October last year found that 55% of consumers are put off by overzealous retargeting by brands who already know a little about their potential customers’ interests, with viewers often becoming angry at the brand as a result.
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Can brands manage the move to engaging customers directly over a chat app without being creepy or endlessly spamming?



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