Faced with Facebook Messenger, Apple wants to attract brands to iMessage

by bold-lichterman

  • Apple is launching “Business Chat”, a tool that will allow iPhone, iPad and Apple Watch owners to open an iMessage window from Safari, Maps, Spotlight or even Siri in order to start a conversation with a business.
  • This new feature will be integrated into iOS 11.

Apple is positioned in the B2B segment. On the occasion of the Worldwide Developer Conference, which was held in San José from June 5 to 9, the Cupertino company announced the introduction of a new feature aimed at making its iMessage application the platform of choice for companies to interact with their customers. Baptized “Business Chat», This new tool will be integrated into iOS 11 and will allow iPhone, iPad and Apple Watch owners to open an iMessage window from Safari, Maps, Spotlight or even Siri in order to start a conversation with a company.

These conversations must lead to several points of contact within the Apple ecosystem as the Apple brand has planned interactions with Apple Pay or Calendar for its new functionality. Thus, Apple will allow companies to offer efficient customer service, with the ability to schedule appointments and manage transactions.

A new CRM tool facing Facebook Messenger and Twitter

With Business Chat, businesses can include most of their mobile application capabilities within iMessage to optimize their customer relationship. So, during the presentation at the Worldwide Developer Conference, Apple took as an example a conversation in which the customer can choose their seat on the plane without being forced to launch another application.

By making iMessage a tool for the CRM strategy of companies, Apple intends to compete with Facebook Messenger, which has massively attracted brands to launch chatbots aimed at improving customer relations. Apple also faces Twitter, which offers large groups the Dashboard service, including two customer relationship management tools launched last year. On the microblogging site, companies thus have the opportunity to set up welcome messages which are displayed as soon as the user opens a private chat window or to use the “Quick responses” function, which allows them to ” automate responses to customers.

Read also: