As your page gets larger, your marketing team won't be able to cope with the volume of comments. Real customer service questions on your wall need real resolutions and answers,not just telling people to email you or use a tab.
But giving your customer service staff direct access to your Facebook pages can create more problems than it helps. If an untrained agent is rude to a customer, everyone will see it. Questions and complaints through social media are very different to other customer service channels. Their fully public nature means that you must be more careful with what you say, people expect a very fast response, and 'corporate speak' makes you sound out of touch - agents need the confidence and permission to respond with personality.
Giving admin access to Facebook pages and Twitter accounts has a number of other risks as well - agents can send updates to ALL fans, not just respond; they can access potentially sensitive analytics data, and there's no record at all of who has done what.
At Conversocial we think that plugging in customer service teams directly to Facebook and Twitter is an important and essential step for companies to be successful in social media, as well as lowering costs through call deflection, increasing customer satisfaction, and generating positive word of mouth.
We help you plug in your teams in the right way through a combination of permissions, workflow and reporting.
In our standard Team edition, you can differentiate between Managers and Agents. Managers have full access, but Agents can only deal with incoming content. They cannot send updates out to all fans, pull out reports, or change important settings (such as changing auto-flag settings or keyword lists).
We've also just launched our Enterprise edition, for bigger companies with multiple teams. In Enterprise, you can set up bespoke roles with any sets of permissions you need - for example, you could create a Trainee Agent role, who has full access to a test page, but with your real pages can only archive, add notes and assign content to other people - not even able to respond yet. Or you can create read-only roles, allowing wider access to different parts of the business without risking anything on the page itself.
We often work with our customers to help them create their own social customer service training and best practices using Conversocial. Often when agents are first starting out, they must get their responses approved by a supervisor. Conversocial makes this easy - internal notes and assignment, with email alerts, allow trainee agents to write proposed responses and assign them to supervisors to check and approve.
The same workflow also allows customer service agents to work alongside social media managers and people in the marketing team. For example, if a comment requires a corporate response, as it relates to a major PR issue, for example, it can be assigned to the social media manager who can follow up appropriately.
All actions in Conversocial are logged, and easily visible both inside the tool and in CSV exports. Managers can see exactly which agent did which response and how quickly. We've made it easy for agents to mark sentiment as they process comments, allowing customer experience managers to track how happy and unhappy customers are over time, even at large scale, and with total accuracy - something that is otherwise very hard to accomplish in social media.
The future of customer service is social
We believe that the future of customer service is social, and companies (like many of our customers) who take steps now to implement real customer service in Facebook and Twitter will see huge competive advantages as their brand perception rockets compared to companies who continue to ignore and upset their customers, in front of their friends.
If you'd like to learn more about how we can help plug your customer service team into Facebook and Twitter, get in touch.
Follow us on Twitter here.