When it comes to providing great customer support in the midst of COVID, live chat is an indispensable tool to have at your disposal. By providing instant answers to customer inquiries, live chat boosts those all-important conversion rates and, in turn, increases revenue. In fact, a study found that more than 60% of consumers would return to a website offering live chat. Something that small business owner Gianne Doherty knows from experience. By using Messenger from Facebook, she’s successfully been turning customer inquiries into dollars and cents during the coronavirus pandemic.

In fact, the co-founder of the clean beauty brand Organic Bath Co. has seen the tactic work so well that she’s positioning it as a key strategy for continuing its rapid growth. “Skincare products are very sensory,” Doherty tells Create & Cultivate. “Being able to answer customer questions in real-time makes a difference when it comes to customer service, which improves both sales and brand loyalty,” she explains. “We typically convert over 50% of customers who reach out to us because we are able to answer their questions and create a great experience for them.”

Scroll on to learn more about how she’s using Messenger From Facebook to boost her business during COVID and beyond—and how you can too.

CREATE & CULTIVATE: What are some of the factors you considered when choosing the best platform to communicate with your customers, and why was Messenger the right fit for your business?

GIANE DOHERTY: We need to be where our customers are. Nearly all of our customers have Facebook accounts, so it’s a platform they are familiar with. It allows people to connect with us in a seamless way.

Have you seen a positive impact on your business as a result of using Messenger?

Using Messenger has allowed us to incorporate the element of speed into our customer service, which allows for better communication and a better customer experience.

What are some of the most common customer questions you receive through Messenger and how has your ability to answer them quickly boosted your business?

We use Messenger’s Chat Plugin on our website to answer a wide variety of customer questions, from questions about the products themselves to questions about orders that have already been placed. The ability to answer customer questions quickly allows us to answer pre-sale questions and helps us to provide a great customer experience.

Have you experienced customers asking questions via Messenger leading to sales? If so, what percentage of engagements would you say are converting?

Yes. When someone has a question about a product when they are already on your website looking to buy, being able to answer those questions immediately will have a positive impact on the customer experience and lead to more sales. We typically convert over 50% of customers who reach out to us because we are able to answer their questions and create a great experience for them.

What advice can you share on how to keep up with the influx of messages and DMs during this period?

Create a template for your most commonly asked questions. Also, take a deep look at the commonly asked questions. Do your product descriptions need to be updated? Do your FAQs need to be updated? Is there somewhere on your company website that needs improvement to minimize the amount or types of questions being asked?

Are there any Messenger tools or features that have helped you better manage this increased volume? What tips and tricks can you share?

The ability to integrate Messenger into other tools where we can use saved responses for commonly asked questions has been incredibly helpful. Messenger integrates with so many other tools to make it easier to manage communication in one place.

How have you approached marketing and messaging to resonate with consumers but also sell products and keep your business alive during COVID?

We are in a fortunate position to be selling products that people really need during this difficult time such as hand soap and hand sanitizer. We have made giving back an important part of our business and have donated products to organizations in need.

What advice can you share for leveraging social platforms and customer service tools like Facebook, Instagram, and Messenger to help drive e-commerce sales? What learnings can you share?

Lean in to what makes you different and unique. With the pandemic, more people than ever are online and online shopping. Your uniqueness is what will make you stand out in a sea of many many options. Answering customer inquiries quickly can be a key differentiating factor between your brand and others.

What advice can you share for fellow small business owners on building strong customer relationships virtually?

Customer service is everything. Customers want to know someone real is behind the brand. Communicating early on and effectively will make a difference to your bottom line.

How do you ensure that your consumers feel seen and heard and what advice can you share for how small biz owners can replicate your success?

Reply to every person who reaches out. When someone has a problem and you don’t respond, you will likely lose that customer. If you fix their problem, it gives you the opportunity to create loyalty. Respond, and respond with empathy.

How is COVID driving innovation in customer communication and what are your predictions for the future of the space?

COVID has pushed more and more communication online. Being accessible and approachable through platforms that people are already using will be vital to success in the future. We are going to see more ways for brands and customers to interact online from text-based messaging to audio and video solutions.