Since the dawn of time, businesses and brands have needed customer service support. Whether that be an email address, a PO BOX number, or an army of staff manning the phone lines 24 hours a day, having a way for customers to interact with businesses has been essential for brand reputation and customer retention.
But with the rapidly improving technologies and developments in social media, there has been a real shift from the way that businesses and brands are connecting with their customers. For example did you know that there are already 8 BILLION facebook messages exchanged between consumers and businesses every month? That customer care teams are now 10x more likely to resolve customer enquiries via a social messaging channel than they were 2 years ago? Or that 92% of customers are more likely to be a repeat customer of a brand that responds to queries over social media channels?
The difference these days is that customers want convenience. Do they really want to take time out of their day to make a call, sit on hold for 25 minutes, and be apologised to for a further 5 minutes before being offered a refund or an exchange? Do they really want to send a long, well crafted email only to receive an automatic email response telling them that “we aim to answer all customers enquiries within 2-3 working days”? Or would they prefer to simply speak to the brand in question through an app that they already spend an average of 20 minutes per day on; Facebook?
The case for social messaging
There was a time when businesses and brands saw social media as a pain in the proverbial… it was a public forum for customers to vent their anger from behind the safety of their screen; and they weren’t afraid to hold back. But times have changed, and many customers now prefer private conversations. They also want a seamless experience with brands, and social media messaging provides that forum.
On Facebook messenger, customers can liaise with brands easily across their devices; their laptop, smartphone, tablet, and they don’t lose the history of their conversations unlike with ‘live chat’ bots on a brands’ websites. Plus they can start, and continue their conversations as and when it fits into their day, when it’s convenient; not the other way around.
And as for businesses and brands? Well they can answer multiple customer enquiries at once, they can significantly reduce the time is takes to resolve a complaint, and they can improve their levels of customer satisfaction in the process.
As a business owner, don’t get left behind
Hopefully we’ve made it clear just how important Facebook messenger is as a customer service channel for your business. But sadly, it doesn’t end there. Social messaging is only just getting started, and it’s widely thought that it will bring an end to ‘live chat’ and email in the not too distant future... the introduction of Whatsapp’s business model, as well as Facebook's plans to develop a unified messaging inbox (that’s one for another time) will only accelerate this, so it’s important, if not essential to get your business setup for the era of social messaging.
Show your customers that you are a forward thinking business by adopting social messaging; integrate facebook messenger to your website, embrace the ‘message us’ button, and promote messenger as a way of getting your customers to contact you. Activate your Facebook messenger automatic replies, set a different reply during office hours verses the weekends, and make your customers lives easier. Trust us, in the long run, it will make your life easier too...
If you’d like to learn how to set your Facebook page up for success, then please do get in touch; we can remotely improve your page for you, or meet up 1-2-1 and walk you through the process. Email me at firstname.lastname@example.org, give me a call on 07305 361037, or even send me a Facebook message here 😉
Chapter Marketing, the small business marketing agency.