Facebook Home raises the stakes for social customer service

Published on 23 April 2013 by in Latest News

Facebook Home customer service expectations Facebook Home raises the stakes for social customer service

Facebook’s new Home app puts social conversation at the forefront of a customer’s mobile phone, leading the CIM industry to question how the change will affect social customer service expectations.

Having already achieved 500,000 downloads since its release just over a fortnight ago, Mark Zuckerberg’s prediction that Facebook Home would, “change the relationship,” between consumers and their mobiles could be about to come true.

The app brings Facebook notifications to the home screen of a user’s phone, increasing accessibility and making Facebook even more integral to the way consumers communicate. As one app review phrases it;

“If you’re someone who constantly wants to be in the loop with what’s going on, then this is for you.”

For the CIM industry, this level of closeness could place increasing pressure on companies to reduce response times for Facebook customer service queries. Customer interaction management industry research suggests 29 per cent of Facebook users already expect a response within two hours of posting a query. As consumers become accustomed to constant and instantaneous communication with friends, these expectations only look set to increase.

As Adam Dunn, head of analytics for technology market analysts, Canalys, explains;

“Apps have had a huge impact on the way consumers use mobile devices, what they value, and what they expect from smart phones and tablets.”

Of course, if the venture proves to be a success, it seems likely that Twitter and other social networks may also follow this move to the phone home screen, pushing customer service expectations further still. Brands may be afforded a little more time to prepare for this point, though, as initial reviews for Facebook Home suggest there are a few usability issues to be ironed out before the masses really embrace the new app.

For advice on how to adapt your customer service facilities to the mobile revolution through CRM apps and social customer service, contact numero.

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