REDIRECTING TO VISIBLEBANKING.COM
Since I launched Visible Banking five years ago, I've been regularly invited to write articles and share my views on social media and digital engagement in financial services in industry leading publications.
A few weeks ago, I wrote an article for ARGENT, the magazine of the Financial Services Forum, where I shared my views on one of my favourite topics, social customer care.
Since Q4 2011, my team has been closely tracking over 250 twitter accounts dedicated to customer support, all across industries, all over the world. This benchmark gives us some unique insights to help our clients launch a best-of-breed account with the right design, team structure, content strategy (syntax and call to action), internal processes, from the get go, It also enable us to identify quick wins, coach your team, and make some immediately actionable recommendations to take your existing account to the next level.
I invite you to read an extract of my article.
One way to humanise the experience further is to create individualFacebook users for your customer reps like Peru’s Interbank. If you like thisapproach, it’s worth challenging its practicality in banking: think low volumesof requests, efficiency of your response process (permanence on paid leave?),personal branding (what happens when your ‘well-known’ employee leaves?)
Don’t be afraid to open up, but do recognise there are risks: so, beprepared to minimize the overall vulnerability by posting clear user guidelineswhilst checking the page regularly. Moderate it whenever you see fit, butdon’t get rid of relevant criticisms and negative feedback.
Unlike Facebook, Twitter is not a destination, so no-one can leave a critical oran abusive comment on your account. (On the other hand, your account canbe hacked. You wouldn’t be the first bank – ask First Direct. And there are immediate steps to eliminate that risk). Three key ways to provide customercare on Twitter are via:
Main account: most brands start supporting their clients via their officialcorporate account. Australia’s UBank does a good job on Twitter with itsmulti-purpose account.
Dedicated account: creating a customer care account is an efficient way tomake a statement and demonstrate your recognition of Twitter as a channelto engage with your clients. American Express does a great job with @AskAmex.
Individual accounts: I’d challenge the practicalities of this approach infinancial services, mainly because of the low volumes. Recently, Italy’sWebank decided to downsize its team.Engaging on social media is not an option anymore. The sooner you start, thegreater your ability to adapt to the next social revolution and connect withyour future clients and employees.I’d like to add a few more recommendations:
I hope you enjoyed reading this short extract. I believe the Financial Services Forum will start shipping the magazine by the end of the week. If you are not subscribing yet, I invite you to fill this form to receive a sample issue.
If you are working at a financial institution, we would be delighted to send you a pdf version of my article. Please send us an email to Enquiries@Visible-Banking.com.
We believe we are in a unique position to help you better leverage twitter and differentiate yourself from your own competitors which are very likely to be on twitter but drive little engagement on the popular microblogging service. Indeed a few months ago, we announced that 90% of the twitter accounts in financial services were not active... Contact us today.
We at Visible Banking would be delighted to help you and your team better UNDERSTAND and LEVERAGE social media in a strategic yet pragmatic way.
So please don't hesitate to call me, send me an email or DM me (@Visible_Banking ) to book a meeting and talk about twitter, facebook, crowdsourcing, customer reviews, social media & social commerce in banking, financial services and insurance.
Other Articles of Interest on Visible-Banking.com
* All my posts related to Twitter
* All my posts related to Facebook
* Visible Banking Directory: Social Media in Financial Services
* Visible Banking Social Media Watch Series (Twitter, Facebook, Blogs)