Alternative Broadband ISP Brsk Adds UK Support via WhatsApp
Alternative network operator and UK ISP Brsk, which covers 552,000 premises (536k RFS) in England via their full fibre network and is in the process of being merged into Netomnia (here), has today become one of the first internet providers to introduce real-time customer support via WhatsApp.
Despite today’s announcement claiming that Brsk are “the first [in the industry] to introduce real-time customer support via WhatsApp,” it’s worth noting that they’re actually not the first. In fact, a number of internet providers, such as OneCom, Connect Fibre and Yayzi, already provide this feature and it’s also used in businesses across various other sectors. But it’s still a very useful feature to have.
The provider’s new WhatsApp support channel is currently part of a pilot project with a “select group of customers“, although Brsk are planning a phased roll-out as they refine the service. “Early feedback has been positive, indicating increased customer satisfaction and engagement,” said the provider.
Advertisement
At present the channel is being managed by customer support agents, albeit supplemented by AI tools that learn and optimise response strategies (i.e. the idea being to surpass the capabilities of traditional chatbots, although AI solutions aren’t universally loved by all consumers).
Kirsten Eddey, Chief Customer Officer for brsk, said:
“Introducing WhatsApp support is a significant step in our commitment to exceptional customer service. We aim to make broadband support as effortless and effective as possible because our customers deserve nothing less.”
The important thing to take away from all this is that Brsk are adding an additional, but optional, channel for support and not taking anything away. In that sense, whatever you may think about the use of AI, it’s still a positive to have another choice about how you engage with the ISP.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
« ISP LilaConnect Offers 6 Months Free 1Gbps FTTP Broadband UPDATE
The problem I can foresee with companies moving from traditional forms of communication such as SMS, email and phone to social media is that if you’re banned from those platforms, you’re now stuck if there is a problem. My energy company tiers it’s response to the point that it’s pointless contacting them by any means other than X unless you have time on your hands. I guess this is another step towards self-service, AI and cutting costs of employing people and implementing phone/text/email services when social networks will provide it for free.
Good thing X is not as ban trigger happy as facebook or instagram or tiktok. In fact they are the only one which is very generous with reinstating users
WhatsApp isn’t social media, it’s a messaging alternative and actually works quite well for providing customer support.
If I can’t speak to someone on the phone then I’ll go elsewhere. As long as this is “as well as” for the social media fans that’s ok.
Virgin Media has also offered WhatsApp support for a while. Unsurprisingly it isn’t that useful.
That’s probably more Virgin’s fault than WhatsApp…
People should read the article, at the very bottom it says.
“The important thing to take away from all this is that Brsk are adding an additional, but optional, channel for support and not taking anything away. In that sense, whatever you may think about the use of AI, it’s still a positive to have another choice about how you engage with the ISP.”
So people still have a choice. I don’t use whatsapp, never have, never will and there are plenty of people who don’t have phones that can use whatapp or any other app, so these companies still have to cater for them.
Even if there are some, that seems to think everyone has should use an app, looking at you Argos.
“….Brsk are “the first [in the industry] to introduce real-time customer support via WhatsApp,” it’s worth noting that they’re actually not the first”
What to the ASA think about this?
WhatsApp support can be very good since you can send/receive different types of media, so a company employee could demonstrate how to fix a product or send a preexisting video/picture preventing what would otherwise be a return.
AI in the future should be able to analyze them and provide very quick responses that are reasonably accurate.