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Merc SA to use Facebook Messenger to engage more customers

2016-09-27 09:20

CHAT AWAY: Mercedes-Benz SA launched a new interactive manner of communication with its customers using Facebook Messenger. Image: QuickPic

Cape Town - Mercedes-Benz South Africa (MBSA) has once again pushed the boundaries of digital achievements, becoming the first automotive brand in the country to introduce Facebook Messenger Chatbot to its customers and potential customers. 

This comes as MBSA continues its performance as one of the best performing Facebook page of any automotive brand in SA, having surpassed one-million followers, the automaker says.

Facebook launched its Messenger Chatbot functionality for businesses in April 2016 - extending the visibility of the brand to a larger online audience, thus tapping into a new consumer base.

Consumer at the centre

Facebook Messenger Chatbot allows brands to provide a natural language interface with consumers at scale.

It creates a direct, customised touchpoint between the brand and users, and drives brand interaction with current and prospective customers.

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It also drives users to an action that benefits business and ultimately gives consumers a meaningful, personalised online experience.

Selvin Govender, marketing director Mercedes-Benz cars SA, says: “The Facebook Messenger Chatbot allows users to further engage with the Mercedes-Benz brand such as booking a test drive, thus providing tailored communications touchpoint for customers and prospective customers."

The platform’s greatest strength lies in its simplicity as there are no cumbersome forms to complete, and the integrated system ensures that verified leads are sent directly to MBSA’s centralised business development centre, where requests are personally processed, the German automaker says.

Now you can book a test drive on Mercedes-Benz SA's Facebook Messenger app. Image: Natalie Howest

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The MBSA Facebook Messenger Chatbot gives users a single touchpoint where they can select their preferred vehicle from the brand’s extensive range; choose their nearest Mercedes-Benz dealership; and share their contact details with the brand. Users can easily distinguish their preferred model for test drive through the visuals of the various ranges displayed. 

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