Foxtel has incorporated LivePersons native in-app mobile messaging service, LiveEngage, into the MyFoxtel app, allowing Foxtel customers to connect directly to customer service teams via instant messaging.

The move marks an Australian first in providing enterprise in-app messaging at scale to streamline customer communications according to the companies.

LiveEngage allows Foxtel customers to ‘Message Foxtel’ via a feedback button inside the app, which instantly connects them to Foxtel’s customer service team. Customers enjoy an experience similar to social messaging platforms, and functionality including push notifications and alerts.

Foxtel’s Head of Digital Sales and Service, Alisha Bailey, said the move is part of Foxtel’s continued commitment to enable customers to interact with the brand across multiple platforms.

Bailey said simplifying customer communications is an essential part of how Foxtel is able to quickly and accurately provide support to keep subscribers connected to the stories.

“Incorporating LivePerson’s mobile messaging system into our MyFoxtel app means that we can offer our customers the flexibility to manage their accounts and communicate with us in ways that complement their busy lifestyles.”

According to Bailey, 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 with friends and family.

The messaging capabilities of the app are being embraced by Foxtel customers, with 490,000 app downloads and 90,000 in-app customer messages sent through the app since it launched in late January 2017.

Foxtel’s innovative approach to customer service sets a new precedent in Australia, said Steven Fitzjohn, LivePerson’s Regional VP for APAC.

In addition to providing a continuous connection to customers that they can refer back to even when their conversation concludes, in-app messaging through LiveEngage gives Foxtel’s customer service teams the ability to handle multiple enquiries at once, and work with colleagues to get consumers the right answers more quickly.

It also provides Foxtel with the ability to monitor customer sentiment in real-time and respond accordingly, and reduces operating costs through increased customer response efficiencies.

“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 again,” said Fitzjohn.

Foxtel’s Director of Digital Sales, Experience and Transformation, Brett Cooper, said the innovation in messaging is an example of how the organisation is responding to the changing expectations of their customers.

“At Foxtel, we are focused on aligning with how our customers want to communicate with us, and we are committed to simplifying that experience,” said Cooper.

The new MyFoxtel app also includes the ability to view billing and payment history, make bill payments, upgrade packages, order Main Events programs, track broadband and home phone usage, view up to 14 days of programming information, and remote record to IQ and MyStar boxes.

The MyFoxtel app is available for both iOS and Android mobile devices.

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