Zendesk Australia has launched a new app called 'Relay', designed to offer proactive messaging for companies using WhatsApp and SMS. The app aims to allow businesses to connect with their customers at scale using outbound messages on WhatsApp, thereby assisting customer service teams in delivering relevant and personalised communications through conversational commerce.

According to the Zendesk CX Trends Report, Australian consumers are increasingly embracing conversational commerce, but they expect more from the brands they interact with on messaging platforms. Over half of consumers expect chat agents to assist them with everything they need - from service to sales and support. However, two-thirds of Australian organisations admit they are lagging in offering conversational commerce.

Country Leader, Australia and New Zealand, Zendesk, Kellie Hackney, said: “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”. She further added, “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.”

Relay is expected to enable organisations to improve targeting and personalisation, increase customer loyalty, boost satisfaction, and drive higher sales through timely and relevant proactive communication. The app allows customer service teams to improve targeting and personalisation, create messaging templates, and accelerate business outcomes.

Regional Vice President, Business Development, Zendesk, Mike Keohane, said: “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. 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.”

Zendesk has deepened its partnership with Meta’s WhatsApp and SMS providers like Twilio to enhance their CX strategies. The new Relay app is now available via the Zendesk Marketplace.