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Facebook: The All-New Customer Service Hub

Posted by SMstudy® on November 16, 2017 | Digital Marketing (DM)

Keywords: Digital Marketing, Online Marketing, Facebook Marketing, Customer Service, Social Media Marketing

Facebook: The All-New Customer Service Hub

Facebook recently announced sweeping changes to its business page, to help brands interact with customers and boost their after-sale activities. Since 2015, Facebook has declared various updates, all with the aim of turning its business pages from being just a promotional tool to a full-service customer hub. As marketers, it important to stay updated with these changes as they could drastically affect your social media marketing strategy.  

The first reform in the Facebook business pages came about in the year 2015 with the call to action button. This button was strategically placed within a page's cover image and enabled customers to get in touch with the business easily. Next, Facebook targeted the direct messaging system for brands. By tracking the response rates of businesses, Facebook awarded badges to brands that responded to inquiries quickly. This new system encouraged future customers to contact with the brand through direct messaging.

Facebook further upgraded this feature by allowing brands to set their own average time for responding to customer queries, enabling customers to get an idea of how much they would have to wait to hear back from the brand. Businesses were also provided the ability to set away messages for instances when they could not respond straight away. Following this came more advanced updates showing Facebook’s determination to turn its marketing and promotional tool into a progressive digital customer service hub.

Another significant upgrade by Facebook was the remodeling of the email-like inbox used by marketers to see and respond to the direct messages sent by customers. The new inbox provided businesses a reverse-chronological feed of all the other times when the customer has interacted with the page including comments and private messages. They could also view the information available publically on that client’s Facebook profile.

Statistics reveal clearly that as mobile usage continues to grow, more and more people avail social media presence of a business to interact and engage in customer service. However, emails and phone calls still remain the most preferred channel by customers only due to the fact that customers are not fully content with the kind of service they receive on social media.  Responding to customer queries and complaints is important to save the brand from being put in a bad light. And Facebook, with its updates, is assisting marketers in doing so.
 

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