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Messenger Is Facebook’s Real Value to Brands

March 29, 2018 / Joshua March

Customer expectations matured in 2017; no longer was social customer service just about response times and a friendly tone of voice. 2017 saw “effortless service” set the tone for what consumers deemed as acceptable, expecting convenience, in-channel resolution and agent expertise. Brands looked to adapt—some successfully others not so successfully—to make “effortless service” part of their social care architecture. So, what’s changed in 2018? Offering effortless social care is still as relevant today as it was in 2017. But customer expectations are maturing more rapidly, brought on by their own unquenchable demands for ease and the platforms that facilitate this ease. Today’s consumers, the “always-on” generation, are more mobile and digitally driven than ever before.