Which initial step should a brand take when setting up a new customer care channel in Messenger?

When establishing a new customer care channel in Messenger, the initial step of creating a clear business objective is crucial because it lays the foundation for the entire customer service strategy. A well-defined business objective helps ensure that all subsequent actions align with the overarching goals of the brand. It informs decisions on how to structure the customer care channel, what kind of interaction is expected, and how to measure success.

By identifying what the brand aims to achieve with the Messenger channel—be it improving customer satisfaction, reducing response times, or increasing engagement—teams can focus their efforts effectively. This clarity enables relevant design choices, informs the development of automated responses, and dictates the type of advertising campaigns that may need to be launched later to promote the channel.

Focusing on creating a user-friendly interface, setting up automated responses, or launching advertising campaigns are important steps, but they should follow after a clear business objective is established. This sequence ensures that the subsequent elements are tailored to support the brand’s primary goals, making the implementation of the customer care channel more strategic and effective.