Digital Marketing Blog

How Facebook’s Customer Feedback Score Impacts Your Business

by | Dec 18, 2019

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Leveraging customer feedback is imperative for customer satisfaction, retention, and loyalty. Not only can it enhance the entire customer experience, but it also shows that you care about your customers. Successful companies are constantly listening to their customers’ opinions, both on social media and directly from their site, to see what and where improvements can be made. If you want to stay competitive in ecommerce, you should always be listening and asking for customer feedback.

If you are advertising on Facebook, they are already asking users for feedback for you.

Facebook’s algorithm is designed to optimize value for people and businesses, so that is why they are using customer feedback to crack down on low-quality advertisers. Facebook prioritizes their users, so in order to ensure their users are happy, they have invested more time into gathering feedback on post-click purchase experience.

Facebook can gather this information in various ways. Surveys are distributed to customers who have made purchases through an ad on Facebook to learn more about their experience with that advertiser. This information is then used to determine your Customer Feedback Score.

What is the Facebook Customer Feedback Score?

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Your score is determined based on your customers’ feedback on these surveys. Feedback is requested after 3 weeks. Your business is then ranked on a scale from 0 to 5. This score is updated on an ongoing basis as Facebook gathers more information from customers, so it can fluctuate depending on the most recent feedback.

Here is a brief breakdown of the Customer Feedback Score scale:

  • 4 to 5, Good: The majority of customers surveyed gave positive feedback about their purchase experience.
  • 3 to 4, Average: Your score is on par with other ecommerce businesses who sell products through Facebook ads.
  • 2 to 3, Poor: Your business is close to receiving a delivery penalty, meaning your ads will cost more and reach fewer people.
  • 1 to 2, Under Penalty: Ads receive a delivery penalty with reduced reach and higher costs. Based on our last update from Facebook, the minimum penalty is 10% and it only goes up over time. They will cost more and reach fewer people.
  • 0 to 1, Advertising Disabled: This Page can no longer advertise on Facebook due to extremely poor customer feedback.

You can view your Page’s score on your dashboard.

What Is Used to Determine Your Customer Feedback Score?

  1. Did they receive the product: Customers are asked if they had received the product or not.
  2. Product quality: The survey will ask about the quality of the product they received.
  3. Customer service: They are asked about their experience with customer service.
  4. Delivery speed: Customers will be asked about the speed with which they received their product.
  5. Other: All other comments and concerns a customer may have about your business.

How To Improve Your Customer Feedback Score on Facebook

If you have been notified by Facebook that your Page has been penalized due to negative customer feedback, there are a few things you can do to improve your overall score. It’s important to take quick action before your ad costs and delivery are affected.

Facebook has provided a few tips for how to improve customer feedback. Even if your Page hasn’t been penalized, it’s a good refresher to ensure you are doing right by your customers.

  • Be clear about what you’re selling or offering.
  • Set clear expectations for shipping.
  • Set clear expectations for customer service.
  • Make sure you can meet customer demand.

Why Feedback Is Important

While your customer feedback score can make or break your ability to advertise on Facebook, it is even more crucial to look at customer feedback from a wider stance. This score is only a small portion of a much larger business objective.

Feedback provides an opportunity to see your business from the perspective of a customer. It allows you to improve products or services, measure customer satisfaction, get tangible data to determine business strategies and decisions, and above all else, allows you to create the best experience for all past, present, and future customers.

Do not underestimate the power of feedback: It’s everywhere. Invest time into asking for and learning from customer feedback. Customers appreciate it when their voices and opinions are heard, so always be listening.

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