A couple of years ago, most of my conversations with eBusiness leaders about the future role of Facebook and customer service concluded with cautious skepticism: “Why would customers go to our Facebook page for customer service when we have plenty of other channels for them?” The most frequent verdict was that Facebook might become important to customer service but it wasn’t a priority.
The verdict is now coming in.
And Facebook is important.
The Facebook UK team ran a number of polls recently asking consumers about why they talk about brands and what they talk about. They found that 23% of Facebook users want customer service and expert advice when they become a fan of a company’s page.
Savvy eBusiness leaders now understand: you need to go to where your customers are.
And if your customers are on Facebook, then Facebook needs to become a higher profile in your overall cusotmer service strategy.
Audio brand Shure recognized an opportunity to go to where its customers are: Facebook. With RightNow CX for Facebook, Shure extended its customer service reach to Facebook. Customers can find answers directly from a customer support tab on the company’s Facebook page and pose questions privately to an agent via Facebook.
Live chat is beginning to appear Facebook. Nykredit,the largest provider of mortgage lending in Denmark, offers chat via their Facebook page through vendor Netop.
Earlier this year, virtual agent vendor NoHold launched a virtual agent on Facebook for consumer electronics company View Sonic.
I'm not suggesting that every eBusiness leader should put the brakes on their customer service strategies to focus on Facebook. Instead, I highly recommend Forrester's POST aproach. And for those of you with significant customer activity on Facebook, you can't afford to be skeptical any longer. Consider how you can leverage your existing customer service touchpoints into Facebook. And prioritize what your current or potential customer service vendors have in their pipeline to meet your customers' needs on Facebook.