La social and digital customer care has become a key driver for a multi-utility company. But for the banks?
In research conducted in 2014 by Social Minds entitled “Is your bank social?” and reported in the book by Leonardo Bellini "Operational guide to social networks in the Bank” (2014, Publishing Bank), almost 60% of those interviewed stated that they had contacted their bank at least once in the last year through social networks, in particular: 44% through Facebook; 20% via Twitter; 12% through online communities with restricted access.
As far as banks are concerned, the use of social networks is treated with more fear, in particular by Italian institutions: the criticisms and complaints that customers and users post on Facebook and Twitter are a strong deterrent, mostly in a historic moment of strong negativity towards banks that began – or worsened – with the Lehman crisis.
One of the institutes that has opened up all social, branded and institutional platforms to conversation and comparison was IFIS Bank. The group began to outline its digital identity after the birth of yieldmax, the online savings account that marked a turning point in the history of the institute.
La social communications, regulated by some "good rules" identified in the so-called "netiquette" - a handbook of behavior to which the writer must comply - also finds space in areas other than social networks. The professionals of Credi Impresa Futuro, for example, have in fact equipped themselves with the "virtuous handbook of customer relations”, a document that underlines how “work” and “transparency” must be synonyms, actions aimed at customer satisfaction.
Today Banca Ifis boasts an entire social ecosystem, platforms that are drafted and developed with great attention to the interlocutors with whom we communicate: the pages and profiles of yieldmax e accountmax they are the melting pot of savers and account holders, Believe Enterprise Future is instead dedicated to the world of small and medium enterprises, while BelieveFamily it is aimed at families with debts.
Why tackle the difficult challenge/opportunity of social media dialogue?
Conversing on social media has been one of the biggest challenges that the Bank has undertaken, proving at the same time an opportunity for growth and development thanks to comments, reflections, and why not, constructive criticism. What is certain is that being open to social media, especially Facebook, sometimes also means being exposed to reputational risks very strong, not so much due to the work of the company/Bank but due to the hypocrisy of some (groups or individuals) willing to defame an institution by taking advantage of the choice of openness towards these platforms made by the company itself.
However, being a solid and open banking Group did the rest: listening to the network – very widespread in product companies more than in the banking sector – allowed for a positive involvement, not only of customers, but also of all those who wish to interact with the banking world. Thus they were born rendermax Like e accountmax, two products co-created thanks to the suggestions of Internet users.
To this operational machine are added – different for each brand – i blog, digital places where timely and updated information finds space, useful for conveying culture and information on the business world (MondoPMI), savings (SaveSaving) and financial debts (BelieveFamily).
Dialogue on social media must be an opportunity for transparency and discussion, a meeting point between the company and customers/stakeholders. A place in which a company – in this case a bank – must help those who want to get to know it better through all possible tools, strengthened by the respect that must be acknowledged even in social networks.
