Foxtel debuts in-app messaging chat to improve customer service

Pay TV giant now allows customers to use its MyFoxtel app to chat to customer service agents in real time

Foxtel customers are now able to talk to customer service agents via their mobile app in real time following the pay TV’s rollout of in-app messaging technology.

Foxtel has integrated LivePerson’s in-app mobile messaging tool, LiveEngage, into the MyFoxtel app, in what it claims is an Australian first providing enterprise in-app messaging at scale for customer communications.

Consumers are connected to the customer service team by clicking on a feedback button inside the app, and can access a range of features including push notifications and alerts. In a statement, Foxtel head of digital sales and service, Alisha Bailey, said embracing the new technology was part of wider efforts to streamline the way customer interact with the brand across multiple platforms.

“Simplifying customer communications is an essential part of how Foxtel is able to quickly and accurately provide the best support possible,” she said. “ With so much of today’s communication happening via messaging on mobile devices, it’s a logical progression to enable customers to interact with Foxtel in the same way they would friends and family.”

LivePerson regional VP for APAC, Steven Fitzjohn, said the technology allowed customer service agents to handle multiple enquiries simultaneously, and also gave Foxtel the opportunity to monitor customer sentiment in real time and respond. At the same time, consumers can use the app to refer back to conversations with the service team.

“Customers benefit from the ability to message over time with a specific and consistent customer service team member with all conversations recorded in a single point, eliminating the need for customers to describe their issue over and over again,” he said.

Foxtel revamped its MyFoxtel app in January, introducing the ability to view billing and payment history, make bill payments, upgrade packages, order main Events programs, track usage, view up to 14 days of programming information and record recording functionality for IQ and MyStar boxes. The company claims it’s had 490,000 app downloads and 90,000 in-app customer messages sent through the app since its launch.

LivePerson’s customer base in Australia also includes Westpac, Commonwealth Bank, Medibank, Qantas, Bupa and Adobe.

Sydney-based retailer, CostumeBox, is another brand that’s employed LivePerson's chat technology to help process customer queries faster, and claims to have seen conversions rise by more than 25 per cent as a result.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu      

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