At the end of 2010, FBTO started setting up a webcare team. Many companies had of course already preceded the insurer in setting up webcare. With a critical eye, you could even wonder whether the insurer should not have started this earlier. Given the number of messages regarding FBTO at the end of 2010, several dozen per week, the timing was well chosen.
FBTOWebcare tweetDue to an active social media policy, the number of posts and reactions has increased to an average of 275 per week (June 2011). In 10% of the cases, the webcare team actually makes contact with the user. Either because it concerns jordan phone number list a question that is directly addressed to @FBTOWebcare or because it is an implicit question, a complaint or a comment, whereby the insurer can proactively help the customer. In the remaining 90% of the cases, the webcare team does not respond. For example, in the case of opinions about a new commercial, foursquare check-ins and tweets from employees. In these cases, webcare cannot provide any added value for the customer and therefore responding is not useful. A next step for FBTO is to offer @FBTOWebcare more proactively as a contact option.