Keeping your interest rates high
Banking, finance, and insurance brands are in the midst of an exciting new shift to the online space. Customers are no longer content with exercising their transactions in the 9-to-5 world, slogging their way to a branch only to stand in line and wait for a teller; today’s consumers want their needs answered via digital and mobile methods 24/7.
This has caused something of a challenge on social media, where @mentions and DMs tiptoe the typical security and legislative protocols of password-protected sites. Yet customer service has become an integral piece of financial services within social media.
Social media isn’t just about outbound marketing: it’s also where your customers come to ask questions and air their grievances. A non-response to these contacts can result in just as much frustration as being placed on hold on a phone line. It's important for marketing managers to be ready for any kind of engagement by creating a clear best practices guide within their organizations and establishing accountability through, for example, the use of digital signatures at the end of social media posts.
Auto-response messaging should be avoided for the sake of conveying an impersonal experience, while direct messaging should be encouraged to protect identities in such a public forum. Your greatest weapon in this space will be speed as users expect instantaneous answers within the quick-flowing current of their social streams. Could you keep up with the tidal wave of queries?