Genesys Messaging (CE34) for PureEngage
What's the challenge?To engage customers on their devices, enable seamless experiences, build brands and reduce service and support costs using mobile messaging channels. Pain points include increased customer frustration due to failure of carrying context across channels and rising costs due to increased calls to agents.
What's the solution?Using Genesys Messaging to support continuous, personalized conversations with integrated agent assistance and persistent history of contact, bringing new levels of scalability, consistency, and responsiveness to messaging interaction strategies
Story and Business Context
In today’s digital world, telephone calls aren't always the best or desired way to communicate with businesses because they are not visual and require a synchronous live interaction. Consumers want a simple, convenient method of communication through the channel of their choice and according to their own schedule. Third-party messaging applications are a popular communication option that consumers have come to expect as a way to interact with companies.
Facebook Messenger, Apple Business Chat beta, and WhatsApp beta enable two-way conversations between consumers and businesses on familiar mobile devices and provide a feature-rich, flexible, and convenient method of answering questions, solving problems, and making purchases all through a single messaging conversation. The long-lived, asynchronous nature of the conversation means that the consumer and contact center agent can return to the conversation at any time with a full history.
This use case enables businesses to handle Messaging conversations in their Genesys contact center environment. Businesses must sign up with Apple or WhatsApp, choose Genesys as their customer service platform provider, and get their use cases approved by Apple or WhatsApp to be part of the ecosystem. There is no approval required for Facebook Messenger.
To increase successful self-service interactions, a chatbot can be used over these messaging channels to automate the conversation with the customer, providing the ability to seamlessly transfer to a contact center agent if and when needed. See use case Genesys Chatbots (CE31) for PureEngage for details and limitations of incorporating chatbots with Genesys Messaging offerings. When companies enable Facebook Messenger, Apple Business Chat and WhatsApp as supported customer service channels within their Genesys environment, benefits can include:
- Improved first contact resolution and reduced handle time by matching every consumer with the agent best equipped to respond through skills-based routing
- Improved NPS by carrying context across channels and matching the consumer with an appropriately skilled agent, similar to how all Genesys channels are managed
- Reduced costs by granting agents the ability to manage multiple chat conversations simultaneously and blend messaging conversations with other media types in the same agent desktop
- Continuity in asynchronous conversations, enabling consumers to make contact when convenient throughout the day, week, or buying or service journey
- Workforce management and reporting integrated with the rest of the contact center
- Increased revenue and ease of purchase by leveraging Apple Pay (Apple Business Chat only)
- Improved brand perception by offering new channels that are expected to be heavily promoted by Apple and WhatsApp
- Convenience for consumers in using familiar messaging app as opposed to having to open a separate chat window
Use Case Benefits
|Use Case Benefits||Explanation|
|Improved First Contact Resolution||Match every consumer with the agent best equipped to respond through skills-based routing while reducing handle time|
|Improved Net Promoter Score||Carry context across channels and match the consumer with an appropriately skilled agent. Provide continuity in asynchronous conversations by enabling consumers to make contact when convenient throughout the day, week, or buying or service journey. Make it convenient for consumers by using familiar messaging apps as opposed to having to open a separate chat window.|
|Increased Revenue||Increase sales and ease of purchase by leveraging Apple Pay (Apple Business Chat only)|
|Reduced Administration Costs||Reduce costs by granting agents the ability to manage multiple chat conversations simultaneously and blend messaging conversations with other media types in the same agent desktop|
A consumer can initiate a conversation with a business directly in Apple's Messages application, Facebook Messenger, or in WhatsApp. They do so by clicking on the chat message icon that appears when searching for a business on their iOS device using Safari, Apple Maps, Spotlight, Siri or a custom button for Apple Business Chat, by being presented with a button to connect to WhatsApp, or by searching for the business's Facebook page to initiate a chat conversation. These conversations are delivered to a company's contact center through the Genesys Messaging service. The conversation can be automated with a chatbot or human-assisted with a contact center agent. These engagements become persistent and long-lived (asynchronous), but can be handled live (synchronously) when necessary. During the conversation, the bot or agent can present rich messaging elements, such as Facebook Messenger Rich Messaging, Apple Business Chat list pickers, date pickers, URL previews, custom messaging extensions or WhatsApp Highly Structured Messages to offer feature-rich capabilities that make it convenient for the consumer to resolve their issue, get their question answered, or complete a transaction.
Use Case Definition
Business Flow Description
- If the brand was pre-approved by WhatsApp, they can engage with us to get on-boarded to Genesys. We can help with pre-approvals, but a brand should not assume they are pre-approved, because they expressed interest with us, or purchased Genesys Messaging for WhatsApp from us.
* The company purchases Genesys Messaging for WhatsApp (including Hosting Fees and Incidental sellable item) from Genesys, uses the on-boarding guide to get their channels set up in Genesys Hub, and begins development of the messaging use cases.
* The company can go live with Genesys Messaging for WhatsApp. While in beta, WhatsApp may want to check out the company’s implementation before allowing them to go live.
- For Facebook Messenger there is no specific approval required. The steps for purchasing and going live with Facebook Messenger are the same as for WhatsApp.
Business Flow Description
- Apple Business Chat: Company invites the customer to initiate a conversation via messaging e.g via a custom Click to Action button in their app, on their website, or in an email. Facebook Messenger: the customer can initiate a Messenger Conversation through the official Facebook Page of the company)
- Apple Business Chat: The customer clicks the chat message icon, and sends an initial message to begin the conversation. Facebook Messenger: The customer clicks on the "Send Message" icon on the Facebook official page.
- The Genesys system checks to see if it can recognize the customer.
- For brand new interactions, Apple passes an opaque customer ID to protect the customer's privacy until they are ready to share more information with the company. WhatsApp passes the phone number of the customer to help identify who initiated the conversation. Facebook passes a new PageScoped ID which is unique for a user, for a page.
- For customers who have initiated a conversation previously, the system pulls the conversation history and presents it to the agent.
- The Genesys system determines whether to offer an automated chatbot to the customer or route the customer to a contact center agent.
- If a chatbot is offered, go to the use case Genesys Chatbots (CE31) for PureEngage.
- If routed to an agent, the customer and agent begin a conversation.
- Depending on the conversation topic, the agent can send the customer various interaction types in addition to text, emojis and images. For WhatsApp, Highly Structured Message templates (HSMs) can be sent to the customer (see below). For Facebook Messenger, Rich Media elements include Generic, Carousel, Media, and Button. For Apple Business Chat, additional rich media elements can be used by the agent:
- List Picker - to select one or more options from a list
- Date Picker - to make an appointment
- Apple Pay - to complete a transaction
- Deep Linking into company app for customer authentication purposes, invoking other capabilities already within the app, or for other reasons
- Customer and agent interact via messaging service and after conversation is complete, agent dispositions the interaction.
For WhatsApp, the agent can also send pre-approved WhatsApp message templates. These can be free or paid.
- Using these interaction types can save time for the agent and reduce errors from the customer. Agents can choose these options from the standard response library so they don't have to assemble the pick lists on the fly.
- After the conversation between the agent and the customer, the agent can classify the chat for reporting purposes via the agent desktop.
For more details
For additional details, contact your Genesys Sales Representative by filing out the form or for immediate assistance call us: 1-888-Genesys.