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App developers could learn from Facebook’s customer service
February 17th, 2008
Every Facebook developer is familiar with Facebook’s development languages: Facebook Platform runs on FBML, FQL, and FBJS, and developers learn those languages in order to create great apps. But while developers comb Facebook’s Wiki in order to figure out how to use the fb:photo tag, they rarely take the time to build up other parts of their operations critical to their success. Remembering customer service, however, can be just as important as remembering a semi-colon at the end of a line of code.
Facebook has consistently provided strong customer service for its users. While recent conflicts between customer service and advertising options have grabbed headlines (see Facebook’s controversial ad program “Beacon”), Facebook typically responds closely to user interests. A look at former Facebooker Karel Baloun’s book shows that Facebook devoted early manpower and dollars to its customer service team. That meant listening to users in order to improve the product.
This is an issue that frequently affects app developers. Developers expect to release their app, receive acclaim, and then watch the checks roll in. Real maintenance is a lot more difficult and time consuming. Just as Facebook has a customer service team, developers need to dedicate their own resources to monitoring the application directory listings and email support addresses for their apps. It can be the difference between success and failure on Facebook Platform.
The application “About” page is the most important place to monitor what users are thinking. It’s important to closely watch user discussion, and then respond appropriately. Users appreciate active developers. Keeping an eye on the About page can entail everything from answering user questions to deleting spam and competititors’ reviews. It’s not a heavy job, but it is a consistent one - one bad review can be detrimental to an app for a day, so keeping watch is crucial. After spending hours writing code, it makes sense to spend at least a few minutes listening to users.
Recent changes in Facebook’s Application directory have made customer service more important than ever. Developers need to become especially active due to the new compulsory “Reviews” board, which lets users leave any review they like. More positively, Facebook has allowed users to become “Fans” of applications. The ability to update fans on an app could raise daily active user rates and give a boost to applications. More fans means more publicity for an app. Customer Service pays real dividends.
And that’s why Facebook has always put an emphasis on listening to users. Developers should too. Like Facebook, developers face conflicts between service and business: look at the rampant spread of user-abusing forced invitations. However, it’s important for any developer to recognize the role that customer service plays in their app’s success. Code is obviously crucial, but it should definitely be supplemented by a conversation with users, even after the last file has been pushed.
Phil Edwards is Director of Business Development at Lonely CEO Media, a Facebook application development and consulting firm
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February 17th, 2008 at 9:12 am
[...] Facebook has a guest post this morning authored by a Facebook application developer. Phil Edwards, the Director of Business Development at [...]
February 17th, 2008 at 10:15 am
Absolutely! Not only should developers constantly read their application wall and review boards, but also regularly solicit users for feedback via the updates and other communication channels in FB.
As you start to gain a core set of customers, which include especially the “evangelical” fans & customers, ask them for feedback and begin the conversation about your product. Getting them involved in your application is essentially inviting them to take some level ownership of the app, and therefore some level of emotional investment in what it is you are, in reality, creating together.
Clearly, most developers do not do this; I state this without speculation, based on a non-trivial number of emails we receive for our app “Just Three Words”* that state how we’re the most responsive developers with the best customer service on FB the particular user has experienced.
This isn’t by accident - Paul Thiel, co-creator of JTW, ran a Professional Services program for a software company for several years. For us, customer service was baked into our design and business plan from day 0. And currently, while I’m geeking out on code he’s responding to customers as well as generating responses via active engagement of our customers.
Self-promotion aside, I highly encourage every app developer out there to consider, plan, and implement excellent customer service from launch-day forward. Respond quickly, and make your customers a part of your team. Let them know the’re a part of the team, and that they input is important. Which, of course, it is.
* http://apps.facebook.com/threewords/
February 18th, 2008 at 11:31 am
[...] Facebook has a guest post this morning authored by a Facebook application developer. Phil Edwards, the Director of Business Development at [...]
February 19th, 2008 at 8:23 pm
[...] Facebook has a temporary locate this morning authored by a Facebook covering developer. Phil Edwards, the Director of Business Development at [...]
June 3rd, 2008 at 8:07 am
[...] customer service is of great importance to Facebook and app developers alike. However, the inherent limitations of the platform make establishing channels for user feedback an [...]
February 23rd, 2009 at 1:39 pm
I need HELP… I am trying to get my name and my no picture off of facebook. I went into profile and I checked off everything I could and thought that would taked care of it. However I am still on facebook. Can you help me please.
Thank You,
Lorian
May 26th, 2009 at 5:15 am
“Facebook has consistently provided strong customer service for its users.”
We must live in alternate universes. Have you ever actually tried to use it? Over a month and ten messages in, I have yet to recieve a non-automated response. Maybe once upon a time, but currently, Facebook customer service pretty much DOES NOT EXIST.