Last Monday, I wrote about how social networks are changing a bank’s customers’ experience. Well, its up to the leadership within an institution to incorporate your online interaction into your way of doing business, and today’s column looks at how one company is doing just that.
If pressed to offer just one word that that sums up social media today, it is the title of today’s post. That is, successful financial services companies do not automate their responses, yet they do integrate links/videos/pictures and they understand that they simply influence (not control) their bank’s message. In short, they are true to their culture, which I assume aspires to provide exceptional customer service.
In our “world-is-flat” day and age, the Internet offers around-the-clock service and availability to customers as well as an engaging platform for prospective ones. Being “always on” allows a company, bank or credit union to continuously share brand messages and gain macro-level insights into their customers’ online behavior. Regardless of your asset size, understanding the strengths and weaknesses of your competitors is a critical component for improving your own institution’s business results and profitability.
Whether you’re a bank with relatively small deposits, an institution of a healthy asset size or one of these banks’ competitors, social media provides smart, progressive types with a tremendous amount of research on user behavior and attitudes. Take, for example, Ally Bank and USAA. The former being the old GMAC; the latter, serving the military and their families since 1922. Both provide insurance, online banking and mortgage operations to its customers. But notice anything interesting about the twos interaction with their respective followers on a social media site like Twitter?
While I’m not suggestion the number of tweets correlates to the number of followers, a quick survey of the comments and conversation leads me to believe that USAA gets the whole concept of community building. In fact, I reached out to both Ally and USAA through Twitter where my online inquiry to Ally was met with silence, and the one sent to USAA received a response within two hours. Community building is something that all banks should be doing, as so much of what we do work-wise and personally requires some form of relationship with a bank. And it’s not just on Twitter that USAA is making itself available. Take a look at its Facebook page. As of December 22nd, 127,696 people “Liked This.” Impressive.
I use these two examples not to castigate Ally or promote USAA; rather, to show how one company has realized that, despite our turbulent financial environment, investing in this medium allows them to really engage with their customers, build trust and act in an open and honest manner. Living in Washington, the word that bankers and financiers can’t escape is transparency. So if we opened today’s post with the word authentic, let me close with transparent. If you can marry the two, you’ll be well ahead of your competition.