Twitter will automate brands’ customer service DMs

Twitter is starting to roll out its own ways for brands to automatically greet people who direct message (DM) them and handle at least part of the conversation through a series of preset messages, but only when people start those conversations in the most updated version of Twitter’s apps.

Twitter’s welcome messages are very similar to Facebook Messenger’s, except in one potentially significant way: brands will be able to create multiple, custom welcome greeting specific to different contexts in which someone might start a DM thread. These customizable greetings aren’t available when someone clicks the button on the brand’s Twitter profile to start a DM thread or sends the brand a message through Twitter’s DM composer. But they can be used for the deep links that brands can create and include in a tweet, on their own sites or in their apps that open up a DM thread when clicked.

While any brand will be able to set up a single general welcome message, brands will have to work with a participating third-party marketing developer, like Spredfast, Sprinklr or Sprout Social, to create the customizable deep-link versions. That requirement also applies to Twitter’s new quick-replies feature.

The idea is that brands will map out a conversation flow ahead of time and create quick replies that will prompt people for the information a brand needs to follow that flow. Quick replies are supposed to handle the customer service requests that can be automated, but will kick things over to an actual human when the automated messages can’t accommodate the customer.

The original article written by Tim Peterson can be found at Marketing Land.

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