We all dread customer service, right? We search the depths of the Internet looking for a measly phone number only to be left wondering if we’re talking to a human or a machine. We find ourselves asking, “should I dial 1 for ABC or 2 for XYZ?”
Getting our questions answered shouldn’t be this difficult—it’s a business necessity that comprises every interaction we have with brands. The problem is, this nexus has been broken since the dawn of enterprise.
Luckily, Facebook is aiming to change all of that. Since its inception in 2011, Facebook Messenger, now amassing over 1 billion active users, has gained near ubiquitous status—a level of mastery unmatched by its messaging peers. Now, Facebook is transforming Messenger into a full-fledged customer service conduit giving brands the ability to strengthen the connection between themselves and the people that matter most.
The reality is, people are spending increasing amounts of time on Facebook. In fact, people are spending on average 50 minutes per day on the platform. For companies, the message is clear: consumers are on Facebook, we just have to make them aware that we’re here, too.
If you’re considering leveraging Facebook Messenger for your business, here are five important considerations:
- Put the right people in charge: This one seems obvious, but it’s a crucial first step. Not only should frontline employees have a comprehensive understanding of communicating online, but it’s imperative they grasp what the company stands for and what they require for consumer interaction. Whether you have one employee holding the reins or 10, ensure they’re all on the same page to maintain a level of cohesion and unity.
- Integrate Messenger with pre-existing Customer Relationship Management (CRM): By aligning your company’s CRM with Messenger, those in control will have access to previous interactions, customer information and more, which will ensure every conversation is contextualized, personalized and relevant.
- Time is money: It’s so important to respond quickly. Customers expect answers at all times of the day or night, no matter where they live. To combat this, make sure you’re staffed effectively. But if that’s not realistic, take advantage of Facebook’s native tools to automate responses to let people know when a response is coming.
- Provide authorization: There’s nothing worse than getting on a call with someone in customer service and then having to hold while they grab their manager because they don’t have the power to do something. Whoever is in charge, allow them to work autonomously and give them the power to make actionable decisions when the situation calls for it.
- Be cautious not to overstep boundaries: Remember, the objective of Facebook Messenger is to make things easier for the customer when they’re reaching out to you. There’s no need for you to proactively send out messages, especially anything promoting the brand. Sure, Messenger may evolve over time, but cross that bridge when you get to it.
Customer service seems like a no brainer, but considering it takes 12 positive experiences to make up for one unresolved negative experience, and that news of bad customer service reaches more than twice as many people as praise for a good service experience, it’s imperative to take the time to handle customers’ concerns in a timely fashion and do everything in your power to make the situation better.