When high interest is a good thing
Banking, finance, and insurance brands are still in the process of transitioning to the online space, but there is a sense of urgency. Customers are no longer happy to limit their transactions to business hours, trekking to a physical branch only to stand in line and wait to see a teller; instead, the modern consumer increasingly expects to be able to take care of their finances online—and on mobile—24 hours a day.
Despite the many complexities of online financial services—including stringent security protocols and password policies—social media has become an integral part of customer service for the industry's great and good. After all, social media isn't simply about outbound marketing: it's an arena where customers come to pose questions and air grievances. Brands that fail to respond are committing the digital equivalent of keeping customer phone calls on hold for endless hours. Clearly, marketing managers have to be prepared for any kind of social engagement by creating clear best practices and establishing accountability through, for example, the use of digital signatures at the end of social media posts.
Auto-response messaging may seem like a smart move, but should generally be avoided because of its impersonal nature. Direct messaging, meanwhile, is a potent tool, providing a connection that is both personal and private. Whatever your methods, timeliness is always the critical factor: your customers expect instant responses wherever your brand maintains a social presence. Could you keep up with the tidal wave of queries?