1. +
CUSTOMER SUPPORT USING
FACEBOOK
GROUP 22
HIMANSHU SAINI FT13137
ANISHA JHAWAR FT13208
REETIKA SEN FT13265
MAYURI GUPTA FT13147
SIBI RAVICHANDRAN FT13171

2. +
INTRODUCTION
 Everyone is on Facebook—your friends, your co-workers and
certainly your customers. People are following their favorite brands
and companies and looking for support right there on Facebook.
 “Facebook has over 800 million users, 50% of whom log on
everyday, where they can interact with 900 million objects, which
include business pages.”
 According to a study by MarketTools Inc., nearly one fourth of
companies across the world already provide some sort of
customer support and service via Facebook.
 85% of Active Facebook Users have used Facebook for Customer
Service

3. + WHY FACEBOOK FOR CUSTOMER
SUPPORT ?
 INSTANT PROBLEM RESOLUTION: Facebook allows you to respond to customers quickly
and satisfactorily, as they are more used to this type of interaction than anything else. This
kind of real time communication tends to appeal to consumers much more.
 FREE COST OF CHANNEL: Of all the existing customer support
channels, phone, email, web, etc, Facebook is relatively cost free, and needs only
commitment and time to set up & manage.
 ENHANCED WORD OF MOUTH AND BUZZ: Customers happy with your product will talk
about it. On Facebook this effect is enhanced several times over, through the network of
friends that a user has. A survey by Starcom Mediavest & Rubinson Partners shows that
when it comes to sharing on the web, Facebook rules, accounting for 38 percent of all
sharing referral traffic on the web.
 SELF TRANSPARENCY AND INVOLVEMENT: Facebook is an exciting channel for customer
service and employees are likely to take notice of such efforts, claim ownership and get
involved when they see customers talking about their product or service in real time and on
a platform which they themselves are familiar with.

4. + HOW TO USE FACEBOOK FOR CUSTOMER
SUPPORT ?
DETERMINE WHO WILL MONITOR YOUR PAGE
 Community manager should be involved in monitoring and updating page, but customer support team should
keep a close eye on it as well
 There will be times when a more technical question is asked and an additional explanation will be required. This
is especially true of the tech industry, where bugs are a common concern.
SET EXPECTATIONS FOR YOUR CUSTOMERS
 If there are reasons why you can’t, or won’t, respond to support questions on your page, be sure to
communicate that up front.
CROWDSOURCE
 “Identify and develop relationships with influencers who are knowledgeable about your products,”
 Those superfans are likely to lend a hand when a customer stops by with a question.
 Cultivation, encouragement and rewards for “superfans” who engage such solutions provide customer service
request deflection, which Korogodsky says is one of the best ways you can save money for your business.
WHO’S THE BOSS?
 Customer service reps are not Facebook experts and vice-versa — that is why the two groups must team up to
provide online customers with the best support experience.

5. +
TRANSPARENT HUMANS
 Users have faith in the transparency of social media and look to it as a place where they can
directly contact their favorite companies — and be heard.
 Create a brand voice that is human and approachable. Do not delete posts, but instead take the
opportunity to solve your customers’ issues or complaints on your public page.
 Each problem is most likely a problem for another customer and if the answer is easy to
find, customers will be able to answer their own inquiries.
 At the very least, page visitors and friends of the disgruntled customer will see your brand as
attentive and solution-oriented.
THIS IS YOUR TIME
 As your brand continues to offer effective customer service on Facebook, you will see that the
volume of requests will only increase. Take this opportunity to log some of your previously solved
issues in order to be more efficient and consistent with future replies (without sounding
automated, of course).
SET UP ALERTS
 If you have very active Facebook fans and are able to use a social media marketing platform, it’s
important to set up alerts for certain keywords to help filter out high priority initiatives.

6. + WAYS FOR EFFECTIVE CUSTOMER
SERVICE USING FACEBOOK
• Be there for the • Provoke interactions
customers when and build relations
they need you
PRSESENCE DISCUSSION
RESPONSIV-
HONESTY
ENESS
• Don’t make • Acknowledge your
people wait for mistakes, show you
each answer deserve to be trusted

7. + TOP 10 SOCIALLY DEVOTED GLOBAL
BRANDS

8. +
CHALLENGES
BRAND DILUTION WITH FB
 Facebook being the transparent, public platform that it is, brands need to be doubly careful about
what they say and endorse.
STAFFING YOUR FACEBOOK TEAM
 Facebook is always “on.”
 Traditional Monday-Friday, 9-5 schedule will not work
 won’t stop your fans from firing off a question or complaint on your Wall late in the evening or on
a Sunday morning
 Crucial decision who will take up the response duties for your Page.
STRIKING A CONVERSATIONAL TONE
 On Facebook, expectation of user is to have a naturally social and conversational behavior.
 For your customer service efforts, this means not posting a string of repetitive, canned, and robotic
responses to your fans’ personal questions. Your fans will resent it, and complain even louder.
 Instead, try personalizing your messages as often as possible, writing like a real human being!

9. +
SOLUTION
 BRAND DILUTION WITH FB
There needs to be a clear uniform framework to track customer posts, identify which
ones need a response, which ones need following up and executing efficiently. There has
to be consistency across all the messages sent to ensure that the brand proposition is
clearly communicated.
 STAFFING YOUR FACEBOOK TEAM
Set expectation right. If there are reasons why you can’t or won’t respond to customer
service questions on your Page —you should communicate that approach to your fans up
front.
 STRIKING A CONVERSATIONAL TONE
If there are reasons why you can’t or won’t respond to customer service questions on
your Page — such as inadequate staffing to respond, a mismatch with your business goals
and systems, or legal restrictions — you should communicate that approach to your fans
up front.

10. +
THANK YOU !!!