Freshworks and Meta Join Forces to Enhance Business Conversational CX Through Messaging Apps

By leveraging conversational AI bots through various messaging platforms such as WhatsApp, Instagram, and Facebook Messenger, businesses worldwide have been able to improve customer retention, according to Freshworks. Freshworks products, like Freshchat, Freshdesk, and Freshsales, are helping international firms such as MTN Cameroon, Body & Fit, and The Giving Movement improve customer support efficiency on these messaging platforms. Now, Freshworks wants to take this a step further.

Meta, the company behind the world's most widely used messaging platforms such as WhatsApp, Facebook, and Instagram, has integrated its business messaging services with Freshworks' customer experience (CX) and customer relationship management (CRM) products. This integration makes it easier for support, sales, and marketing teams to engage with customers and prospects using Freshworks' AI-powered bots to customize and automate communication journeys on each channel. Further, users can set up workflows across various channels and languages and successfully train bots with NLP capabilities.

"Messaging is how people and businesses want to communicate and get business done. Businesses of all sizes are embracing this shift and finding new opportunities to better engage with customers, offer support, and drive sales. We’re excited to work with Freshworks to make WhatsApp available for more businesses to better manage the end-to-end customer journey on our messaging platform,” said Kyle Jenke, Business Messaging, Director of Partnerships at Meta.

A study by Forrester showed that 68% of consumers prefer to make purchases from businesses that offer convenient communication options. Companies such as a sustainable fashion brand based in the UAE, The Giving Movement, aim to deliver exceptional customer engagement through their use of Freshworks' integrations with WhatsApp and Instagram. The brand prioritizes proactive communication over transactional messages, and this approach has resonated well with its global customer base. According to Nick Fisher, the COO of The Giving Movement, Freshworks has enabled the company to communicate with customers through their preferred channels as well as to manage customer inquiries from multiple channels in a single view, supporting their goal of creating a customer-focused community.

The convenience of Instagram DMs helped global fitness and nutrition retailer Body & Fit provide excellent customer service and support while staying in touch with Instagram influencers. The Freshworks-Instagram integration made it possible to deliver fast and efficient omnichannel customer service, all within the Freshworks platform.

‘‘Our partnership with Meta is a testament to the true value of Freshworks' products. Freshchat and Freshmarketer seamlessly integrate with Meta's main messaging platforms -- WhatsApp, Instagram Messaging and Facebook Messenger -- enabling businesses to communicate with their customers quickly and easily, resulting in a better customer experience,” said Prakash Ramamurthy, Chief Product Officer at Freshworks.

The Freshworks Neo platform, along with its built-in integrations with popular communication channels, enables businesses to expand and grow their channels without the need for high-cost custom development, complicated deployments, or IT support. This move makes it easier to scale communication across multiple messaging apps and adapt to changing customer needs.

Meanwhile, in October last year, Freshworks announced adding another layer of artificial intelligence (AI) to its customer experience software portfolio.