Zendesk launches Relay to enhance customer communications

Zendesk Australia and New Zealand has launched Relay, a new application that allows companies to send proactive messages to customers using WhatsApp and SMS.

The app is designed to help customer service teams deliver personalised communications through conversational commerce, thereby enhancing the overall customer experience (CX).

According to the Zendesk CX Trends Report, there is a growing demand for conversational commerce among consumers in Australia and New Zealand. The report indicates that more than half of consumers expect chat agents to assist them with all their needs ranging from service to sales and support. However, two-thirds of Australian organisations admit they are lagging behind in offering such services.

Relay aims to address this gap by enabling organisations to improve targeting and personalisation through dynamic content and audience data. It allows administrators to create custom message templates within Zendesk and submit them for approval by Meta. The app also aims to accelerate business outcomes by boosting customer loyalty, increasing satisfaction, and driving higher sales through timely and relevant proactive communication.

"As Australians increasingly seek out conversational commerce experiences, they expect businesses to connect with them through proactive, timely and relevant messages on their preferred channels," said Kellie Hackney, Country Leader for Australia and New Zealand at Zendesk.

"By turning to solutions like Relay, organisations can keep one step ahead of their customers by proactively sending messages, at scale, on relevant promotions or restock alerts through WhatsApp and general messaging. This provides a highly effective way to keep customers engaged, boost sales, and goes a long way to creating meaningful connections and long-term loyalty with customers."

Mike Keohane, Regional Vice President, Business Development at Zendesk, also emphasised the importance of real-time, personalised communication. "Consumers now expect real-time, personalised communication from brands, akin to what they experience in their personal lives. By adopting proactive messaging strategies, businesses not only meet but exceed these evolving expectations, delivering timely and relevant information through channels that customers already use and trust," Keohane stated.

"Relay will allow companies using Zendesk to proactively contact their customers through WhatsApp, to provide important updates that they might not be aware of. This can include examples such as reporting incidents, invites for exclusive opportunities, and requests for feedback on services or products."

The launch of Relay is part of Zendesk's broader effort to strengthen partnerships with Meta's WhatsApp and SMS providers like Twilio. These collaborations are designed to empower customer service teams by providing them with the necessary tools to proactively keep customers informed, ensuring crucial updates are delivered before customers need to seek out the information themselves.

Proactive communication via preferred channels like WhatsApp can significantly improve customer satisfaction and loyalty. According to Forrester Research, proactive communication can reduce future contact volume by up to 25 percent and increase customer satisfaction rates by 20 percent.

Zendesk Relay is now available via the Zendesk Marketplace. This new offering aims to provide businesses with an efficient and customer-centric outbound communication strategy.