Conversocial adds Facebook pages’ direct messages to customer service tool

Social customer service software company Conversocial now integrates pages’ direct messages, less than a day after Facebook released the API enabling the feature.

With Conversocial, companies can view and respond to incoming messages from users directly from the platform where they manage other Facebook and Twitter interactions. Conversocial users can also take advantage of features that Facebook doesn’t offer like assigning tickets, adding category tags and marking sentiment.

The system helps companies keep track of which representatives are taking what actions on behalf of the page. On Facebook, there is no way to tell which admin made a post or responded to a direct message, but with Conversocial there is a log to keep track of these activities. The tool also provides analytics about average response time for each company representative so organizations can understand how their customer service agents are performing.

Another useful feature is that Conversocial displays all the previous interactions a user had with a page. This gives representatives context when they go to respond to the user’s direct message and could help them provide better service.

Conversocial Co-founder and CEO Joshua March says the new option for users to send private messages to pages will force companies to provide better customer service than most have in the past.

“Many companies right now ignore the fact that they’re getting real customer service issues on the Wall — either just ignoring them or passing them off with replies asking them to email support,” March says. “It will be impossible to ignore the thousands of long form, private customer service issues they’re about to start getting.”

March tells us he expects companies to get more customer service queries via Facebook once messages are enabled. Conversocial found that 32 percent of all tweets received by their clients were customer service issues, compared with only 7 percent of Facebook comments and posts. Facebook brings in a greater volume of interactions overall, but with the addition of private messaging similar to Twitter’s direct messages, the number of customer service requests brands receive on Facebook could reach the same ratio as on Twitter. March says this could cause up to a fivefold increase in the amount of direct customer service issues companies are getting through social media channels.

How it works

When a user sends a page a direct message, the message will appear in the Conversocial dashboard where page representatives can assign the message to another agent or reply themselves. They can also add tags, sentiment or a note to other admins.

When a page rep replies to the customer, that message shows up in the user’s inbox on Facebook. The message is marked as being from the page rather than an admin’s personal account. Conversocial keeps track of which representative responded, however. There is currently no way to do this with Facebook alone.