Bright Pattern adds WeChat to call center platform

CMO Innovation editors
10 Sep 2015

Bright Pattern has added social messenger WeChat to its omnichannel call center platform.

The addition of WeChat complements the company’s current channels for offering customer service, which currently include voice, text, e-mail and video.

Under the hood, it is understood that Bright Pattern relies on the Chat App API from Nexmo to achieve its integration.

“The integration of WeChat’s rich capabilities into our omnichannel contact center platform, combined with global proliferation of the the app, helps companies to offer better service and increase productivity,” said Konstantin Kishinsky, CEO of Bright Pattern. “WeChat offers convenience to customers and global reach to companies.”

Specifically, WeChat interactions can now be scripted with Bright Pattern’s omnichannel scenarios to collect contextual information such as customer locations as well as authentication details.

Existing automation and self-service capabilities are also enabled through WeChat to help businesses resolve the most frequent customer service requests before reaching a customer service agent. According to Bright Pattern, this results in quicker response times.

WeChat is a popular messenger service in the region, and has recently crossed the 600 million active users mark. Unlike the strategy adopted by rival platforms such as WhatsApp, which has attempted to focus on core messaging and only rolling out new capabilities gradually, the WeChat platform had been adding new features at a furious clip.

Businesses are increasingly using Official Accounts on WeChat to engage their customers. Louis Song, the country manager for WeChat in Singapore and Malaysia, recently commented on the relevance of chat platforms to marketers and CMOs.

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