Download - Customer Service - Banco Sabadell
Barcelona, September of 2012
Customer Service on Social Networks@BancoSabadell
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Since 2012
Social Networks presence
model
• Customer Service Leader (Spain) on the Social Networks (24x7, main networks attended)
• Started to offer service through content
• Marketing (campaigns)• Internal & External communications
(employees training, press relations)
Customer Service on the social networks
More than 20.000 followers
More than 1.000 month interactions
Service level agreement of 1 hour
Personalized customer care
Content on the social networks
More than 10M views on Youtube
Generation of new content with the launch of an Editorial Board*
Fuente: La banca a examen en redes sociales (Internet República, 2012) * Marketing, Communications and Direct Channels
Premio Fundación Dintel al mejor servicio de atención a clientes
2011
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from 2012
Social Networks presence
model
• Content Generation– Transforming communication and
distribution of our products through educational content
– Our customers explain their stories and experiences with the Bank in the first person
• Customer service– Expanding the relationship with
customers on social networks with our employees
Content on the social networks
• Learning content of products and services
• Real-time Webcast to broadcast new programs (Export to Grow)
• Stories told by our customers
Customer Service on the social networks
• Enhance the capabilities of social networking services
• Empowering employees with "digital skills"
• Gradually incorporate employees in social networks
2012
Customer Service on social networks
At the beggining (in 2010)
a bank didn’t seem to fit on social networks as well as other companies did
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?
Customer Service on social networks
… but we were right on believing that:
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Excellence in service is the new marketing
Service to others is the main activity on social networks
So we started to learn how to “socialize” the customer service through that new digital spaces
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Customer Service on social networks
You are fantastic ^PC. It's like having a bank at home, but attended by a colleague! 10 points!
Since 2010 we attend on social networks
every day of the week, 24 hours per day
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Customer Service on social networks
24x724x7
What we do is almost trivial: we respond when we are asked.
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Customer Service on social networks
Do we have enough
information
Do we have enough
information
Sometimes we remain in silence
Sometimes we remain in silence
Yes
No No
ServiceServiceYes
We say sorry& seek the information
We say sorry& seek the information
ActivelisteningActive
listeningCan we add
value?Can we add
value?
And we respond to many types of queries every day
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Customer Service on social networks
1. General, operational or procedures
40%
2. Business Information
25%
3. Complaints
15%
4. Thanks
10%
5. Economic or markets information
5%
6. Institutional questions
5%
1. General, operational or procedures
40%
2. Business Information
25%
3. Complaints
15%
4. Thanks
10%
5. Economic or markets information
5%
6. Institutional questions
5%
Looking for the right tone
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Customer Service on social networks
Personaltreatment
Professionalism
Honesty
Humility
Indifferenceprohibited
CarefulnessRespectServicing
Not to raise expectations
And trying to be agile. We don’t want the client to be waiting (never again)
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Customer Service on social networks
Our secret is the ‘human touch’ :)
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Customer Service on social networks
They are not “a company”. They are current people delighted to help you. Everybody at the contact center is able to attend, not
only phone-calls, also the conversations on social networks
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Customer Service on social networks
70 service managers
Content Coordinator
Social Networks Customer Service
managerServices
Coordinator
Social Networks Customer Service Dpt. (3 people)
Social Networks Customer Service Dpt. (3 people)
Monitoring and customer serviceMonitoring and
customer serviceSupportSupport
4 supervisors Contact Center Contact Center
Publication & diffusion
Publication & diffusion
Supervision & training
Supervision & training
ProceduresProcedures Planning & ReportingPlanning & Reporting
How is the organization?
Cus
tom
ers
Inte
rnal
cus
tom
ers
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Customer Service on social networks
Entry points: test & enjoy our customer service
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Customer Service on social networks
@BancoSabadell grows organically, on all major networks, attracting people every day
Actually the total daily interactions
average is around 50
Actually the total daily interactions
average is around 50
Ilustrative twitter followers and public messages growth
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Trends (about people)
The competitive advantage of a company in digital spaces will depend on the participation and employee relations in these spaces
1992 2002 2012
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Trends (about people)
ParadigmProfessional / Personal
“Probably you have a Banco Sabadell employee as a
facebook friend…”
Potential reach > 1 MBased on 18.000 employees x average friends on facebook (130) x
supposing 50% of them use it
ParadigmCompany / People
“Customer Service through social networks
at @bancosabadell”
Reach = 20.000(average impact based on actual followers count)
2010 2012
+
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Trends (about content)
Trends
Publishing is getting more casual (& be simple) From pages to streams (& storytelling) Quality is in vogue (& audio-visual content) Non-advertising business models (branded content: we aren’t forced to watch advertising)
Recommendations
Let user participate Embrace technology Make it personal Connect emotionally
Trends
Publishing is getting more casual (& be simple) From pages to streams (& storytelling) Quality is in vogue (& audio-visual content) Non-advertising business models (branded content: we aren’t forced to watch advertising)
Recommendations
Let user participate Embrace technology Make it personal Connect emotionally
http://www.youtube.com/watch?v=GBaHPND2QJg&feature=plcp http://www.youtube.com/watch?v=GBaHPND2QJg&feature=plcp
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Backup: What experts say about us
Banco Sabadell is considered on the global top 30 best brands on twitter according TheFinancialBrand http://thefinancialbrand.com/19914/400-retail-banks-on-twitter/ Also has been awarded as best spanish bank on Twitter according to the research conducted by the independent firm IZOhttp://www.izo.es/twitterengage/informe-twitter-engage.pdf Same award has been granted by the independent firm InternetRepública http://www.slideshare.net/NOEMIM/la-banca-a-examen-by-internet-repblica-on-jan-25-2012
Izo Consulting
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Backup: What experts say about us
The Banco Sabadell customer service on social networks has received the Fundación Dintel award as best Contact Center projecthttp://blog.bancsabadell.com/2012/03/banco-sabadell-recibe-el-premio-dintel-por-su-atencion-al-cliente-en-redes-sociales.html
Same department received the Contact Center Magazine award for its multi-channel approachhttp://www.contactcenter.es/2010/3/lospremios_premiados_2012.php?seccion_activa=acerca
Internet República