Facebook launches tool to let users rate advertisers’ customer service

Facebook has launched a new “Leave Feedback” tool for users to rate their experiences with businesses whose ads they have clicked on. Facebook says it will alert businesses that receive a high volume of negative feedback via the tool, but they won’t receive data on the specific customers and their ratings.

Users can access the tool via their Recent Ad Activity tab, where Facebook lists all the recent ads they have clicked on. The “Leave Feedback” button gives users three options to rate how satisfied they were with a business: satisfied, neutral, dissatisfied. Users are then asked to select which service — product quality or shipping speed — they are most satisfied or dissatisfied with, depending on how they rated the business.

Facebook says businesses that receive a high volume of negative feedback via the tool will be notified and given a chance to improve their customer experience.

“This could mean doing things like setting clear expectations about shipping speed upfront or providing more transparency about return policies,” says Facebook. According to the company, this effort aims to hold businesses more accountable when it comes to the customer service they provide.

If a company has been warned but continues to receive negative feedback, Facebook says it will reduce the number of ads the business can run on the platform and may even ban the company from advertising on Facebook. The customer service ratings won’t be shared with other users, however.

“The information is quite relevant for our business. This helps us track consistency with our own customer satisfaction data and it helps us prioritize issues to work on,” says the co-founder and COO of Flyrobe, an advertiser on Facebook.

Facebook says that the two biggest frustrations it hears are from people who don’t like ads that quote inaccurate shipping times or ads that misrepresent products. This measure is meant to deter businesses who regularly promote erroneous shipping information or product details.


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Amy Gesenhues
Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.