The importance of social media to a multichannel customer service strategy is not up for debate. In fact, research from JD Power found 67 percent of consumers now leverage social media networks for customer service. Today, the most successful business are equipped with the tools and resources to provide customer support on any platform that is most convenient for each individual.
Organizations can now provide excellent customer service through their Facebook brand pages, Twitter feeds and even Instagram. The good thing about these platforms is they help companies provide support or acknowledge an issue instantaneously, without inconveniencing the customer. This is precisely why customers love live-chat customer service: It’s a convenient method to find solutions that doesn’t interrupt the day as much as calling a representative directly. Combining live-chat with social media service could potentially create the holy grail of a good experience for customers.
“Live chat is a convenient method to find solutions that doesn’t interrupt the day.”
Enter Facebook Messenger
The good news: Facebook has another feature that makes customer support through the platform even more beneficial. According to Harvard Business Review, Facebook updated its chat feature in April to create a platform that allows media outlets, retailers and anyone else to develop bots to chat with users.
In addition to these automated features, brands can employ agents to communicate directly with customers through chat. This is a huge deal because where in the past brands would have to respond to Facebook posts by requesting a private message or searching for a customer’s information in order to send an email to that individual, now they can reach out to these people immediately through the same platform.
Strategies for succeeding through Messenger
Similar to any platform, brands must have a proper strategy in place before starting with Facebook Messenger as a customer service channel. The following three considerations are crucial for any organization that hopes to improve its customer service overall and win through Facebook Messenger specifically:
- Employ highly skilled communicators: Sure, most people know how to talk through chat. However, not everyone knows the right way to engage a customer through Facebook Messenger. Companies can easily fail through Messenger by giving users the impression they are simply speaking to a bot as a placeholder for actually resolving their issue. It’s important to leverage people who are highly connected and have in-depth knowledge of the product or service.
- Use customer relationship management software: Cloud technology helps businesses track customer information and collaborate across departments to resolve issues. Facebook Messenger should be seamless and easy. Cloud-based CRM software helps agents turn a simple Facebook chat into a truly valuable, stress-free experience.
- Act Fast: One of the key value points of Facebook Messenger is its speed and convenience. Customers can share their concerns and continue on with their day while an agent looks for a resolution. Online users turn to social media because they want a fast response, and this level of expectation will be even higher through a chat function on these channels.
Facebook Messenger has massive potential to improve a business’s overall customer service strategy. The tool is a key ingredient to multichannel customer service, which bridges the gap between social media outreach and individualized interactions. Organizations should take advantage of this feature and do it well by employing the right agents, leveraging cloud-based CRM software and being prepared to act fast.