19 June 2017

Facebook: Find your customers where they already are

Written by Christopher Liko, Posted in Contact Center

It’s no secret that most of the online world is on Facebook. With nearly 2 billion active users1, it is no longer a question whether you should communicate with your customers on Facebook. The questions now are “when” and “how.”


Conversing with customers

There is clear value for a business to be on Facebook, but simply having a presence on the platform is not enough. The true value arises from conversations between businesses and customers. Facebook reports that 2 billion messages are exchanged between people and businesses each month. This statistic includes automated (chatbot) and human-initiated messages. The company also reports that 53% of people say that they are more likely to do business with a company that they can message. Whether through chatbots or agents, businesses must provide instantaneous access to information and support.

Meet customers on their platform

Your customers are already on Facebook. So are you. It is imperative that customers can have a dialogue with your business, without ever leaving Facebook. Consider the ecosystem of Microsoft Office 365 or Apple’s device and application ecosystem. These platforms are designed so that users can perform all of their tasks in a familiar place, with a familiar UX, without ever having to leave the ecosystem. The same rationale applies to customer conversations on Facebook. Your customers are familiar with Facebook and they already use the platform. Enabling customer conversations on Facebook removes the perception that receiving support is an arduous or time-consuming process.