Facebook is overreaching its own ambit by making it mandatory for brands to offer standard customer service to their customers. This applies only to brands which use Facebook ads. So, if a customer makes a purchase through a Facebook ad, the social networking giant will ask the customer for a quick, single-touch feedback. Brands have to pass this litmus test of Facebook. When a brand fails to make the cut repeatedly, they will be warned and finally banned from using Facebook ads.
Previously, all of Facebook’s rules and policies applied for brands as long as the activity and interaction was limited to its own platform. With this new change of rules, Facebook will ask for feedback even when the customer has been redirected to the brand’s purchasing page, after clicking on a Facebook ad. The feedback is simple: a neutral face for nothing different to report, a sad face for negative feedback and a happy face for positive feedback. Just a click and your feedback is done. A user can offer other detailed insights by continuing with the feedback form.
Facebook will share the feedback with a brand only when their negatives far outweigh the other options on the table! Of course, such a sharing of feedback will come with a fair warning to mend ways. If a brand does that and reverses the way they do business, they will be allowed to continue using Facebook ads. Otherwise, they will be gradually downgraded and their number of ads will be limited. Finally, they will be banned.
This course of action is Facebook’s response to customers who had a horrible experience by clicking on Facebook ads and making a purchase through this channel. However, brands who offer standard customer service need not bother about this new rule at all!