Use of Facebook for customer service increases in 2020

© elEconomista.es Photo: Getty The use of social networks to serve customers has grown in the last 5 months, derived from a greater interest on the part of companies to incorporate more digital channels into their strategies to engage with their consumers. Load Error This new dynamic has placed Facebook as the second channel preferred by consumers to interact with brands, only after email. The social network reaches user satisfaction levels of around 90%, according to an analysis carried out by Atento. The study revealed that 29% of consumers prefer to use Facebook, which is only two percentage points behind email, and which has become one of the digital channels of attention most sought by users, thanks to response times reduced and the convenience of being served on the most popular social network in the world, which registers almost 2.5 billion monthly active users. “This type of tool uses Artificial Intelligence technology, thereby creating robots or bots that manage information and user requests without the need for the intervention of a human agent,” explained Sergio Olvera, Director of Business Development at Attentive Mexico. “Preparing a bot to serve clients takes 4-6 weeks and the process to be automated must be defined, as well as the different options that will be presented to the user, thereby improving the effectiveness of the platform.” Through Facebook, Atento has attended more than 120,000 interactions in the last 5 months in various sectors. Currently, this digital service channel is mostly used by insurers, airlines and recruiting companies. Other social networks used for customer experience are Twitter and Instagram, with 16% and 1% respectively. On the other hand, the WhatsApp messaging platform, owned by Facebook, represents 3% of the preference among digital attention channels, which speaks to the reach that Facebook has in the market. The diversity in the preference of users, as well as the tools and technologies available is different for each case, what companies require is the design of strategies based on their audiences and integrating various channels that allow them to reach where their users they are, it will lead them to improve the experience, and to relate better with them.