FBTO keeps webcare and marketing/sales strictly separate: the webcare team does not communicate commercial messages in any way. The insurer will not provide customers who request service with offers. The existing guidelines on written (on- and offline) and verbal communication with customers have been supplemented with new guidelines for social media. A number of very specific matters have been elaborated, such as the tone of voice (informal), the form of address ('je' instead of 'u') and the signature of tweets. This way of communicating is appreciated by over 95% of customers, in the remaining 5% the customer reacted negatively to the informal approach.
Training & Tooling
Good tooling is essential for successful webcare. FBTO has chosen the webcare tool Buzzcare . In addition jordan phone number list to training in the use of this tool, the 6 employees of the team have also successfully completed an extensive social media training. In the run-up to the live launch, the webcare team practiced 'dry' for 4 months. During this period, the webcare process was tested by processing over 2000 messages. Any responses were not yet sent to customers at this stage. Based on these experiences, the process and agreements were fine-tuned.