Facebook is the social network most used by Spanish companies to collect customer opinions , according to the “ Report on the use of social networks in companies 2014 ” by Adigital: 71.35% of the companies included in this study say they use this social network to find out their customers' opinions, and it is also (with 68.23%) the one they use most to build customer loyalty .
But "gathering opinions" is one thing, and "serving customers" is quite telegram data nother. According to the study " The Social Consumer: Maturity of Social Customer Service in the Spanish Market 2015 " prepared by Altitude, Twitter is ahead of Facebook as the preferred social network for both Spanish companies and consumers as a customer service channel: 79.22% of the brands analyzed serve their fans on Facebook , while on Twitter the percentage rises to 94.81%. "Twitter's features and functionalities—short messages and high content development capacity—mean that the expectation of a rapid response is higher, and for this reason, it is perhaps the preferred platform for brand-customer relationships," the study argues.
So how do we make Facebook a relevant channel for answering questions?
Three types of customer service on this social network1. KLM 's response time commitment
With 9.2 million fans on its Facebook page, KLM has set a goal of responding to all queries and questions posted on its wall within a maximum response time of around one hour . With a twist: this estimated wait time is updated every 5 minutes on the page's cover image and can be reduced by almost half (just over 40 minutes). And all this, in 14 different languages, day and night . A commitment fulfilled, which also contributes to significantly increasing the volume of fan interactions with the brand.
KLM_customer_service_Facebook
2. The “Via Ayuda” app from Privalia ’s Member Service
It's the "Facebook version" of the specific customer service profiles that some brands have on Twitter. To facilitate member support, Privalia has developed an app on its Facebook page to resolve questions about orders, delivery times, campaigns , etc. It includes a questions and answers section categorized by topic (Easy Return, technical issues, orders, purchase and payment, suggestions, and "other") and a FAQ with frequently asked questions . All queries are answered by "Marcos, Rober, and Álex" in a personalized manner . However, this app is only available to Spanish members and fans: although Privalia has a global Facebook page, "Vía Ayuda" is only activated on the page for Spain . And since it's an app, interactions are not recorded on the page's timeline.