Question

Describe how you feel Facebook delivers the online customer experience.  

Answer 1

Facebook delivers the online customer experience:

For retailers looking to improve upon customer experience, a presence on Facebook may provide an additional avenue to reach and satisfy customers.

The role Facebook plays in the lives of consumers on both a general and retail-specific level. In short, the study finds that consumers are increasing “liking” retailer pages, making product and brand recommendations to other “friends,” and are using Facebook to research companies more than many retail executives and industry experts may have anticipated.

*Note – in April, Facebook began to phase out the term “Fan Pages,” and instead, Facebook members can choose to “like” business, non-profit and cause pages.

Facebook’s potential for retailers is that the site can allow them to connect with their customers – a possibility that is immeasurable and impossible to ignore. It is typically used primarily as a means for people to stay in touch with family and friends. However, research shows that traditional methods of marketing and advertising have evolved to meet the influential social media forums.

Retailers who proactively use Facebook as a method to reach their customers in addition to more traditional methods of marketing and advertising may have a clear advantage over their competitors.

In March 2010, Morpace surveyed 1,000 consumers as part of an online panel on their Facebook usage habits, how often they search for or share product and service information, and their retailer page habits. What we found is that creating viral buzz appears to be an integral part of the success of a retailer’s product or service.

Facebook appeals to a wide variety of consumers across all demographics, and while it initially attracted mostly younger users, its fan base is rapidly expanding to encompass members among all age groups. Among 18-34-year-olds, 84 percent have a Facebook account, compared to 61 percent of 35-54-year-olds, and 48 percent of people over 55. It is anticipated that these figures will continue to increase.

Morpace’s Omnibus study also shows that consumers are joining Fan Pages to support retailers. Of the total number of respondents, nearly 38 percent state they are most likely to enter a retailer’s page. The reasons why consumers join fan pages vary, 41percent specifically join a retailer page “to let my friends know what products I support.” While Facebook prevents retailers from selling their products or services through the site, they can offer coupons and discounts for redemption on their website or at their respective stores.

To that end, “receiving coupons and discount offers” is the second most popular reason why consumers join retailer pages, with nearly four-in-ten respondents citing this as a primary motivator.

We also find that 88 percent of all Facebook users “like” at least one retailer page, and the average consumer likes at least select such pages. The “like” usage rates combined with the open, interactive forum Facebook provides can be integral components to a successful customer experience strategy for retailers.

For retailers, the key to leveraging Facebook as a powerful marketing tool lies in customer focus. While it may seem logical for a retailer to want to load a retailer’s page with as many members as possible, quality is essential. If a retailer’s page is easy to navigate, informative, interactive, provides coupons and discounts, and is fun, customers will not only become fans but the likelihood they will recommend the page to friends may increase.

Morpace found that 57 percent of survey respondents state they use Facebook to discuss products and services with friends. Additionally, nearly 70 percent say a positive referral from a friend would positively influence their purchase. This interaction between Facebook users can create a critical “virtual word of mouth” around a product or service. This, in turn, may contribute to a product or service purchase funnel, potentially leading to more robust sales.

An example of a retail brand that has successfully leveraged Facebook as a powerful vehicle to reach its customers is Adidas. Adidas’ page exemplified the attributes that characterize a strong Facebook presence: active, devoted fans, content variety, and most poignantly, dynamic, interactive elements. Recently, Adidas teamed up with MTV to run an exclusive Facebook contest where a loyal fan could win an all-expense paid house party.

The campaign was wildly successful. Adidas chose a prize and contest that would resonate with its loyal Fan Page followers and also followed through on the buzz created by the competition by streaming videos and posting pictures of the winner’s house party.

For retailers striving to connect with their customers by providing a higher level of customer experience, Facebook can serve as an invaluable strategic partner. Our research suggests that Facebook gives retailers a useful tool to directly communicate with their target market and a retailer page can be a potent component to a customer’s experience with a retailer.

The Morpace Omnibus study clearly shows that Facebook can be an effective way for retailers to attract, retain, and engage customers. However, the onus is on retailers to understand their customers, how they use Facebook to their advantage, and in turn, develop their pages so they can effectively grow their business and heighten the customer experience.

Every day, social media continues to grow in importance when it comes to boosting your business. Mobile phones and tablets have made Facebook and other social media platforms accessible from almost anywhere at any time, so many people increasingly use them for different purposes.

Although many businesses use Facebook to post news and updates about their brands, many have yet to realize how to use this popular platform to improve the quality of their customer service. Those businesses that have gone beyond the use of Facebook for advertising and collecting likes know that the platform also works as a great way to interact with customers.

Although messages left for your company on Facebook can either improve or destroy the reputation of your brand, they also provide a fantastic opportunity for your business to display a professional and courteous attitude in a public forum. Let us look at some examples of how some well-known companies utilized Facebook to communicate with their customers. Through those eight examples, we will reveal eight useful ways to improve customer service on Facebook.

1. Address All Inquiries

No comment on customer posts to Facebook about your company should go unnoticed, and no question should go without a response. To illustrate this, consider the following example of Walmart’s response to an inquiry. Walmart answered their customer’s problem and, in return, the customer was appreciative of the received information. By listening and addressing the needs of the client, Walmart demonstrated that it pays attention to its customers. Moreover, the company not only answered, they also went the extra mile to provide additional information. It was indeed worthy of the “thank you” they received. These principles also work for your business.

2. Explain Everything

Your company should go out of its way to present and explain your goods and services to your Facebook audience so they can become acquainted with what you have to offer. For example, when customers have questions about a sale or a special offer, you should make sure to provide a comprehensive response that directly addresses the concern. The following conversation from JetBlue Airways is an excellent example of a company explaining an offer to a customer. First, the company announced its offer: However, there was a customer who didn’t know what it was all about: The company managed the situation well. By providing a helpful link that the customer (and future customers) could use for reference, they offered a satisfactory solution. The response and the connection were useful to the customer who then showed an interest in the offer. Furthermore, they even expressed their appreciation for the client’s loyalty, which is also something you should always remember to do.

3. Resolve Complaints

As a result of your company’s presence on Facebook, you should expect to see angry customers leaving scathing complaints about either the goods or services you provided for them. However, you should consider those complaints as an opportunity to demonstrate exceptional customer service. Although your team might naturally want to avoid a dissatisfied customer, directly addressing the problem can save a sale, win a friend, and inspire confidence. The following example shows an unhappy customer complaining about AirAsia:

Although merely addressing the issue provides a good start, it is simply not enough – the company must provide a satisfactory resolution. So let us look at another example of the same company:

What did the company do better this time? They resolved the issue to the customer’s satisfaction. In the first example, they didn’t show consistency across channels – through addressing the question on Facebook, their email service was not as fast, and the problem remained unresolved. In the second example, however, they acted efficiently on all channels to solve the customer’s problem and succeeded at it. What to make of all this? Customer questions need not only be addressed but also resolved. To do so, your business should quickly respond to all customer messages, not just those seen on Facebook. This brings us to the following point.

4. Be Prompt and Consistent

Time plays a crucial role in customer service – people who are upset about their experience with a company expect a quick resolution. As time passes without a resolution, customers can get more aggravated, leaving increasingly angry remarks on your Facebook page.

A fast response results in a successful customer service experience. Research shows that people expect a response on social media within an hour of leaving a comment. In the following example, Pottery Barn responded to their customer in approximately thirty minutes:

The company also apologized to the customer, showed empathy, and proposed a solution via email. Their subsequent email message quickly reached the client and satisfactorily resolved the matter. Pottery Barn did everything right, including showing consistent promptness across multiple communication channels. They showed consistency again by providing the customer with excellent service in one of their stores.

Notice that, although the contents of the email message from the company were private, the promptness with which the company handled the matter became public. Therefore, you must serve customers fast and consistently, regardless of the method of communication – the public will find out if you fail.

5. Use the Appropriate Tone

When a customer communicates, try to understand their tone so you can formulate a response appropriately. For example, if the client uses informal speech, your answer should have a casual tone. The following example by Xbox shows how they use emoticons, exclamation points, and other elements to communicate friendly, polite, and informal messages that reflect their customers’ comments:

This example also shows the importance of responding to all customer remarks, not just complaints – by paying attention to all that they say, and you show appreciation for their opinions. Incidentally, Xbox holds the Guinness record as the most responsive brand on social media. While you don’t have to chase that record, you should try to be as responsive as you can.

6. Show That You Care

In the previous example, Xbox showed that they care by responding with an appropriate tone. The following example also shows how a company can display a caring, human element by demonstrating a genuine interest in customers and their situation. Let us see how a company can respond to seemingly random comments to create a positive customer experience:

As shown, Seamless expressed their interest in their customers and spent time talking with them. By expressing empathy, the ability to understand how others feel, your company becomes mindful and considerate of anything customers say. This type of human touch builds relationships with your clients and prospects and adds value to your brand. Therefore, you should always try to connect with your customers as much as possible.

7. Express Appreciation

Like we’ve already pointed out, your company should avoid falling into the trap of responding to customers only when they complain – it is equally important to respond to them when they say good things. When a client posts a comment praising your business, express your appreciation for the feedback and for the privilege of having them as a customer. The following example demonstrates that:

Starbucks thanked a customer who had left a positive comment about them on their Facebook page. Also, another customer reacted to the positive review, illustrating how quickly the word can spread an excellent customer service experience. Because customers can be free advocates of your brand, always try to show appreciation by saying at least “thank you” to their positive messages.

8. Manage Facebook Content

While it sounds simple to apply all of the above tips, it is sometimes easier said than done – Facebook can be a pretty crowded place. Therefore, your company needs someone who will read and pay attention to Facebook posts and comments as part of your social media effort. That person should pay attention to everything said, and post appropriate replies. Some companies might have trouble coping with an active social media presence, so you might need to train your entire customer service staff with proper social media procedures.

Finally, there is an essential aspect of Facebook management that should not be ignored – in addition to maintaining your company’s Facebook page, and you should also engage in active social listening and choose a monitoring tool that can track every online mention of your brand. Those tools can help you find comments posted elsewhere on the platform and respond to them appropriately.

This will allow you to engage people who might not exclusively write on your page and provide them with tips and advice that can add value to their experience. You can also use those tools to collect and analyze your customers’ online behavior, which will help you provide them with outstanding customer service. They will be amazed at your concern, and you will benefit from their engagement.

Your company’s Facebook page and the way you respond to customers´ comments have a significant impact on how your brand is perceived, so make sure you respond appropriately to everything your customers say.

When you promptly answer questions, resolve issues, engage in conversations, and express empathy and gratitude as part of your customer service initiative, you please your audience and set an example for others to follow. Best of all, everyone will see how your company handles customers on Facebook and respond positively to your efforts. By following these tips, you will improve your Facebook customer service, build relationships, and gain much-needed customer loyalty and trust.