In the past months, I have been responsible for the implementation of webcare as an interim internet marketer at FBTO marketing. I would like to share with you the way in which FBTO has set up webcare and the vision of FBTO on webcare, in the form of a practical case.
The recent initiative by the Consumers' Association to collect online complaints is just one of jordan phone number list the many reasons why no company can afford to ignore customer service. After all, a question or complaint from a consumer is suddenly no longer a 1-on-1 contact between company and consumer, but a public dialogue between thousands of consumers and a company, due to the increasing use of social media. If you recognize this as a company, you can use the power of the masses to your advantage. But if you cannot or do not want to play this game, the negative impact can be great.
I believe that every company needs webcare. And these webcare activities should be located in the place where you as a company also handle your other customer contacts. Many companies have a customer contact center (CCC) for this purpose. That is the place from which you can serve your customers, because that is where the knowledge and skills are to communicate with the customer and because that is where the right information and resources (CRM, administrations) are to be able to do this. In a CCC, all telephone, post, e-mail and sometimes chat are generally handled. Listening to and responding to social media is a relatively new, but increasingly essential activity of the CCC. FBTO has also assigned the webcare activities to its CCC.
Timing
The Internet is an essential channel for FBTO. Once a traditional insurer, it now realises more than two-thirds of its sales via the Internet. FBTO recognises the importance of webcare and has named this in its social media strategy as a necessary condition for the success of further initiatives in the social media area, such as crowdsourcing and social marketing.