Customer service on Facebook

Break down silos and create better customer service on facebook

When a customer contacts your business via email, chat or Facebook, they do not care whether it is the marketing department’s social media team or customer service they get in touch with. The customer contacts you because they have a question or a challenge to which they want a solution. And sooner rather than later.

Customers view the company as a whole. Therefore, they expect companies to speak with one voice across the different channels. The most talented companies have begun to take care of the customer journey and are working to integrate service experiences across channels and departments. However, this is far from the general picture.

The reality is that many companies are still divided into silos. This means that marketing and customer service lack insight into the customer’s journey. They also do not have a sense of what information the customer gets and how the customer’s contact history is across the two departments.

Danes predict greater use of online channels

The analysis agency Wilke carried out a survey of the Danes’ experience of customer service in 2017. It showed that 23 percent of respondents predicted that they would use online customer services more by 2018.

Customer service via social media is also predicted to have a 6 percent increase. However, the survey also showed that the number of Danes actually contacting companies on social media has stagnated since 2015. Despite the stagnation, 25 percent of Danes still say that they have contacted a company through mainly Facebook.

In another study in 2017, 100 UK companies had their customer service surveyed across online channels. The study showed that on average, in only 35 percent of the cases, adequate precision is provided in their response as part of their customer service on Facebook. This means that there are a lot of customers who get a response that is not accurate enough to help them any further. I wonder if the same is true here in Denmark.

It is unsatisfactory for both customers and potential customers to experience not getting the help and customer service they need on Facebook. It does not benefit customer retention or customer access.

Use of Facebook creates demands

This creates some demands on the companies’ Facebook page. Customers using the companies' Facebook page as a contact channel creates demands. This means that companies need to include Facebook in a larger part of the customer journey and the customer experience. And not just consider it a channel for branding and marketing.

Many marketing departments’ SoMe teams spend a lot of their time answering customer enquiries on Facebook. This is indesirable for both the SoMe team and the customers. Instead, the task should be shared with the customer service team. Often customer service will have the best chance at answering customers’ online enquiries most accurately.

The question is, how are the silos broken down between customer service and marketing? Only through a joint effort is it possible to create transparency in all the touch points and actions that take place on Facebook and the company’s other contact channels.

It also requires a big effort to get the two departments to work together. For example, it is important to define who is responsible for what and how the enquiries should be handled, so that customers get the best possible customer experiences on Facebook.

Customer service on Facebook means optimisation

It takes more than just the allocation of extra resources to create great customer service on Facebook. Using a software solution developed for online customer service, it is possible for companies to automate and optimise the processes that otherwise require real interaction.

The solution monitors the many activities and enquiries and pick up the enquiries that require an answer. This means that enquiries via Facebook end up in the same system as the company’s other online enquiries from email and chat.

The SoMe-team should only have to respond to the enquiries for which they have the skills. It streamlines the team’s work and gives customers the right answers. The ticket system automatically distributes the other enquiries to employees with the right skills in customer service.

This way, the system ensures that the enquiry is only shown to employees with the required skills, who can provide quick and precise answers to customers within the agreed service targets.

Ticket system creates an overview

The ticket system helps to create an overview and transparency so that marketing and customer service can focus on getting a good partnership up and running. At best, this leads to synergies which in the long term benefits the entire company and creates extremely good customer experiences. For example, the customer service team needs to know what campaigns the marketing team are running. When customers contact customer service, they are dressed to help.

At the same time, customer service must be fast and accurate enough on all contact channels for it to create great experiences, positive publicity and can be used as a unique selling point in marketing.

The goal is to break down the silos, take care of the customer journey and integrate the same high level of service and customer experience through all the company’s contact channels.

Read more about how to create an overview and better customer experiences with etrack1 Facebook.