Facebook is changing how customers interact with brands on its platform by allowing users to write on brand walls without liking them first and removing discussions. This is altering customer expectations of service. Some brands ignore customer service on Facebook, some discourage it, while others embrace it as a way to handle customer queries. To prepare, retailers should train customer service staff on social media, set internal service level agreements and policies, and map out how past crises might have played out on Facebook to plan responses. They should also organize by time of day, measure responses, and coordinate with other marketing channels.

1. Real time & customer service How Facebook changes are changing customer expectations

2. Changes Facebook as a platform is becoming more fast paced Ability to write on brands walls without “liking” first – how to convert? Removal of discussions – anti customer service?

3. Views on customer service Some ignore it Some discourage it Some embrace it, and use Facebook as a useful and social way to openly tackle consumer queries Metrics don’t normally focus on customer service areas As API changes potentially move a lot of engagement off Facebook, will retailers increasingly see Facebook as a valuable customer service channel?

4. How can retailers prepare themselves?

5. Foundations Training of customer service staff & empowering them to own this platform Internal SLA’s External facing moderation & SLA policy Internal social media policy

6. Planning Map out any past crises and see how it might have played out on social Discuss and plan what could potentially happen in the future with all relevant stakeholders Make sure you share these scenarios, so that people have a reference of what extreme cases may look like

7. How to organise Time of day for your brand/sector Measure brand updates and community response afterwards Brand activity on other channels Peak trading/promotions

8. Thanks.