Zendesk launches Relay to enhance outbound communication

Zendesk has unveiled a new application, Relay, designed to help businesses enhance their outbound communication strategies through platforms such as WhatsApp and SMS.

The launch is part of an expanded partnership with Meta, aimed at addressing the growing consumer expectations for real-time and personalised communication from brands.

The new app allows companies to connect with customers at scale via outbound messages on WhatsApp, managing all these conversations within the Zendesk platform.

According to Zendesk's research, 86% of consumers in the Asia-Pacific region (APAC) expect chat agents to assist them comprehensively, including service, sales, and support. However, nearly two-thirds of organisations in APAC admit they are struggling to provide this level of conversational commerce, highlighting the need for more robust communication tools.

The functionality of Relay includes the ability for customer service teams to improve targeting and personalisation by using dynamic content and audience data to customise messages for specific customer segments. Administrators can also create custom message templates within Zendesk and submit them for Meta's approval, streamlining the process of engaging with customers.

Moreover, Zendesk believes that Relay can accelerate business outcomes by boosting customer loyalty, increasing satisfaction levels, and driving higher sales through proactive and relevant 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," stated Mike Keohane, regional vice president, Business Development at Zendesk.

Relay also aims to allow companies to interact proactively with customers on WhatsApp, offering updates and communication that keep customers informed without having to seek out information themselves. Examples include reporting incidents, inviting customers for exclusive opportunities, and requesting feedback on services or products.

Maureen Chong, regional vice president, Asia at Zendesk, highlighted the increasing importance of conversational commerce in the APAC region. "Conversational commerce is becoming the new standard in Asia Pacific, with consumers desiring more seamless experiences with the brands they interact with. That said, our CX Trends Report reveals a stark disconnect between what consumers in APAC desire—for everything to happen within the same chat—and the ability of APAC businesses to provide that. Solutions like Relay will help businesses bridge this gap in expectations, ultimately allowing them to marry immediacy with engagement while delivering personalised, quality CX at scale that will improve the bottom line."

The partnership with Meta is expected to significantly enhance customer communication strategies, offering the tools necessary to keep customers proactively informed. According to Forrester Research, proactive communication can reduce future contact volume by up to 25% and increase customer satisfaction rates by 20%, underscoring the effectiveness of such strategies.

By deepening its collaboration with Meta's WhatsApp and SMS providers like Twilio, Zendesk aims to empower businesses in their customer experience (CX) strategies. This initiative enables customer service teams to deliver crucial updates proactively, ensuring that customers receive the information they need promptly and reducing the need for customers to reach out themselves.

Relay, now available via the Zendesk Marketplace, represents a move towards a more efficient and customer-centric outbound communication strategy. This new app is expected to provide businesses with the ability to manage proactive communication at scale, thereby improving overall customer satisfaction and loyalty.