How Enterprise Businesses Can Use Facebook to Improve Customer Experience
For multi-location businesses, tackling customer experience online can be tricky. With so many customers turning to Facebook for business information, reviews, queries, and more, it’s a critical that you understand how to do it better than your competitors. Contributor Hugh Beaulac shares his steps to earning more customers, keeping your existing ones happy and ultimately, increasing revenue.
The customer experience (CX) matters. According to Harris Interactive, 89% of people choose a competitor’s products because of poor customer experience. And if you’re working with enterprise businesses, you must know that big brands always invest in improving the customer experience to stand out from the crowd. The more happy customers a company has, the better the revenue.
It goes without saying that local businesses need social media, but for enterprise businesses, managing Facebook pages isn’t the most obvious way to improve customer experience. Moreover, if you have to manage multiple Facebook pages for different locations, approaching customer service on Facebook can be daunting.
However, 97% of consumers use social media before shopping locally and 78% of American consumers discover products on Facebook, so taking care of your potential customers online is crucial for local businesses. Decided to improve customer experience with Facebook? Here are the four steps you’ll need to take:
4 Steps to Improve CX When Managing a Ton of Facebook Pages
Whether you’re an agency managing large brands or an in-house social media manager of a brand with a multitude of Facebook pages (one for each franchise), improving the customer experience at a local level is a must. From making social media management easier to investing in brand loyalty, there are four steps to take when providing excellent customer experience with Facebook marketing.
1. Improve Social Media Management
When you manage different pages for various locations, checking social inboxes without missing a message is harder. Therefore a more powerful, but more complex social media management process is a must. And there are several ways to improve social media manegement on Facebook.
Use Facebook Business Manager
There’s no need to use additional tools if you want to manage all pages for each location in one place. With Facebook Business Manager, it’s easy enough to add people associated with your client’s business.When you assign employees assets, you can simplify the process of engaging with local customers directly on Facebook without monitoring all pages on your own. Moreover, only admins are in charge of having full control over your client’s business:
Hire local moderators
With a huge number of locations, it’s better to hire in-house local moderators to monitor location-specific inquiries. When a moderator lives close to the location, it’s easier for him or her to stay updated with the local news, stay informed about the problems, empathize with local residents and issues relevant to them. Moderators can help admins without taking on additional responsibility.
While it can be costly to set up an in-house team of moderators, you can use online workplaces (Upwork, PeoplePerHour, Freelancer, etc.) to find local talents. Once you’ve approved the idea with your client, it’s easier to hire the right freelancer that suits your budget.
Manage accounts with software applications
Responsibility for your client’s business marketing extends to keeping track of all social media messages that come in from all locations. Therefore it’s better to bring all of the messages from all of these platforms into a single stream with the help of software applications like Sprout Social, Buffer, and Agora Pulse.
If you manage multiple pages on Facebook with different locations, it’s important to improve social media management in order to avoid missing important messages, comments, and brand mentions. This not only improves the customer experience but also simplifies workflows, allowing you to achieve better business results for your clients.
2. Provide Followers with Relevant Information
According to a study by Global Web Index, 54% of people use social media to research products, and even more customers want to find reviews and recommendations on social media platforms. Since Facebook allows brands to add information about their location and working hours, local customers know that this network is a great fit for finding relevant information without the need to check out brand websites separately.
Let People Find Your Locations on Facebook
Business’ visibility on location-based searches plays a key role in local SEO, but it can also consumers understand more about your locations. The more local customers can find you, the better your revenue is, so businesses do their best to help potential consumers find their stores with ease.
Take a popular New York-based fast casual restaurant chain, Shake Shack, for example. With over 130 domestic locations, it’s no wonder that its customers want to find the closest restaurants to them, so the company has set up locations with Facebook:
From here, it’s easy to discover restaurants and get directions with the search graph or map by either searching for a location in a specific area or tapping on the icon.
Here you can find additional information about the restaurant: the address, phone number, the opening hours, and the number of visits. You can even follow the link on the map to get to a separate Facebook page for each location:
To add locations, you can use Business Manager to do it manually, fill in a CSV template (which is especially useful for enterprise businesses), or migrate them from an existing page. Once you have potential customers looking for your locations, you’ll need to provide them with the relevant information in order to turn more followers into customers.
3. Handle Negative Feedback
On average, Americans tell 15 people about a poor service experience, so it goes without saying that with enough poor experiences, social media can destroy your client’s business if you ignore negative feedback on Facebook.
The situation is even more risky when you run multiple pages, as a single comment from an unsatisfied customer can affect the brand’s reputation at other locations. This is why handling negative feedback is a must for all enterprise businesses.
Solve Location-specific Problems
With a multitude of locations to deal with, it’s easy for enterprise companies to get overwhelmed by different issues at different branches.
Like all large companies, Domino’s Pizza naturally has some dissatisfied customers leaving negative feedback on Facebook, sometimes directly on the company Facebook page, sometimes as posts on their own timelines. As the seventh-largest fast food restaurant chain by the number of locations in the world, it’s highly important for the company to solve problems at a local level:
And here’s how the company responds to customer comments:
No matter the issue, Domino’s Pizza has a great support team ready to deal with inquiries at a local level by asking customers for the store info.
Improve Facebook Recommendations
As Facebook Business specifies, a third of people use Facebook to look for recommendations and reviews, and two-thirds of Facebook users visit the Page of a local business at least once a week. For businesses, this means that Facebook recommendations and reviews can make or break your brand.
Back in 2018, Facebook allowed its users to post recommendations directly on brand pages, complete with text, images, and tags. Switching review rating to recommendations, Facebook invested in making its platform more authentic and increasing the ease of reporting spam or paid reviews. However, it also means that brands should take care of users to get genuine recommendations.
Let’s take a look at one particular Starbucks cafe (375 Pearl Street, New York). With over 9,000 reviews, the place has the overall 4.5-star rating that looks more realistic to potential customers.
The more customers recommend your client’s business, the better rating it’s likely to have. Remember, if nothing else, the quantity of reviews shows that the business is frequented regularly.
For enterprise businesses, there are several ways to improve Facebook Recommendations:
- Reply to recommendations: Whether a user recommends your company or not, it’s important to show that you take care of your satisfied and unsatisfied customers. This allows you to stay authentic on Facebook, a key element for modern consumers. Once other people see that your brand is genuine, they will be more likely to share their thoughts about your company.
- Invite followers to visit your local store: Since many Facebook users visit brand pages to share their opinions within a community, they may write comments that bring value to your brand. When you reply to comments, don’t miss a chance to invite a user personally to visit their most local location.
- Use email marketing: Many enterprise businesses still use email marketing as the main source of communication with their fans, and the integration with social media can be beneficial. For example, you can invite your readers to share their thoughts about your company and review it via Facebook recommendations.
Provide Excellent Customer Support
Long gone are the days when customers called companies to solve their problems. For almost 35% of people, social media platforms are better than traditional channels, like phone and email, when it comes to communication with brands.
As specified in the report by the Q2 2016 Sprout Social Index, 90% of people have used social media in some way to communicate with a brand. Living in the digital era, customers want brands to answer their questions quickly, so they expect brands to provide excellent customer support on social media.
For businesses running multiple location pages, there will be unique factors for each one that prevents the company from solving location-specific problems fast. However, big brands like Whole Foods Market knows that customers want to get their inquiries solved at a local level, so the customer support team asks the follower about her preferred store location to provide the best results:
When you provide Facebook followers with excellent customer support, you build brand trust, and 71% of people who get a positive experience with a brand on social media are more likely to recommend the brand to friends and family.
4. Invest in Brand Loyalty
One report by InMoment says that 60% of loyal customers will purchase more frequently from their preferred companies. Ultimately, companies want to gain brand loyalty in order to stand out from competitors eager for the same audience.
When it comes to promoting local business, the high competition on the market means that investing in brand loyalty is a must. Here are a couple of proven ways to turn Facebook followers into loyal customers.
Reward All Interested Fans with a Bonus
56% of U.S. consumers who follow brands on social media want to get special offers, discounts, and promotions, meaning that enterprise businesses can get more loyalty from customers when they share bonuses.
For example, the pet-service Rover rewards all interested fans with an opportunity to save up to 20$ when using their service. For local fans who want to give this service a try, it’s a great opportunity to make the purchase decision faster:
Collaborate with Local Influencers
No matter how well-known your client’s business is, being popular among users alone isn’t enough to succeed. To get more local-specific exposure, brands should collaborate with local influencers who can help companies promote their products within their loyal community.
In partnership with Joy Green, Whole Foods Market ran a contest to promote its brand and Fall Harvest boxes among U.S. residents. With over 62,000 followers on social media, Joy Green was able to deliver the brand message to her loyal followers in an engaging way:
Not only did Whole Foods Market enter an already-established community of loyal fans, but it also got images to post on its social media accounts.
For local businesses, collaborating with nano- or micro-influencers, those who have a smaller but loyal following, can be more beneficial to target local audiences. For example, Dunkin’ Donuts ran a “Sipping Is Believing” сampaign to raise brand awareness among a digitally-centric generation with the help of nano-influencers. As a result, the company generated $300 million in coffee sales, showing that there’s no need for enterprise businesses to work with expensive influencers to drive business results at a local level.
We’d Love to Hear Your Thoughts
Do you have any great examples of enterprise businesses managing Facebook really well? Share them in the comments below!