To trigger the icon, 90% of incoming messages received over the previous seven days must have received a reply within five minutes.
While this might not be an enormous challenge to businesses or organizations serving a finite market in a limited space – think local shops – it’s a headache for international companies who field requests 24/7 across all time zones and several languages.
Fortunately, a simple approach can speed up response times for even the largest pages and activate the coveted Very Responsive page icon.
Leverage Saved Replies
A much less prominent feature also released in June was “saved replies.” This option allows page admins to draft a series of common responses – in a wide variety of languages if need be – that will allow page admins to send a pre-written response with a single click when messages come in.
The replies can be crafted to include auto-personalization options such as name.
Crafting Your Replies
Automation can offer a lot of benefits here without harming user experience. You can use saved drafts to respond quickly to:
- Localization: Drafting replies in various languages will allow you to answer quickly in the poster’s native language, which is sure to smooth out rough customer service situations and give you the best footing for communication.
- Requests for contact information: Senders often don’t include enough contact information to make resolution of customer service or business lead messages possible through Facebook alone. Resolving issues quickly often hinges on receiving an email address or phone number in a timely manner.
- Redirection to relevant marketing materials: If common questions about products or services are consistently cropping up, consider creating a landing page with a lead form to clarify those requests and redirect senders to the relevant pages to answer their questions. Bonus – lead potential and referral traffic to your website.
Automate With Caution
While saved replies offer some great solutions, I’d recommend not implementing it in the follow circumstances:
- Redirecting to a contact form: If a potential or current customer has taken the time to write to you in Facebook requesting follow up from sales or service, take advantage of the first-hand experience you have with them to deliver exceptional service. Take the initiative to have someone within the company contact them directly instead of funneling them toward a contact or generic lead generation form.
- Redirecting to a customer service email/phone/page: Users that are struggling with a product feature or service issue who reach out via Facebook probably aren’t doing so as their first attempt at resolving the situation. What this means, in many cases, is that some other service entity at your organization has already failed to reply, address or solve the situation. Resist the urge to send them back to the bottom of the service food chain. Gather their contact info and have someone reach out to them instead.
Speedy replies are crucial to winning that Very Responsive page icon. As a powerful and underutilized tool, saved replies can make your community management process faster and more valuable for your readers.