Driving Positive Word of Mouth Among Banking Customers

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Learn what customers are saying when they recommend their bank to friends, family and colleagues.

What does the industry need to change in order to increase positive word of mouth?

How can you get the same report for your bank?

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Driving Positive Word of Mouth Among Banking Customers

  1. 1. Driving Positive Word of MouthAmong Banking CustomersApril 15, 2010<br />
  2. 2. Table of Contents<br />2<br />
  3. 3. Business Decisions & Objectives<br />Get general likely-to-recommend ratings and ratios of positive:negative WOM for banks around the world<br />Determine positive WOM in general themes and specific language the resonates with bank customers<br />Determine specific steps that banks should take to increase positive WOM<br />3<br />
  4. 4. Likely to Recommend Bank<br />4<br />Thinking about the bank you selected, how likely are you to recommend it to your friends, family or colleagues?<br />
  5. 5. Positive Word of Mouth<br />The most important themes with the highest agreement …<br /><ul><li>Convenient location of branches
  6. 6. Value, “… offer the best deal in town”
  7. 7. Customer Support, “feeling of being taken care of is most important for me as a customer.”
  8. 8. Honesty, “They have been pretty straight with me”
  9. 9. Online banking system, “There is website to process the account”
  10. 10. Despite the wording of the question, some respondents wouldn’t recommend their bank to a friend, “There is no mitigating factor for any bank in view. They all rip off “</li></ul>Importance<br />(% of participants who said a particular idea is important to them)<br />Verbatim Ideas<br />(% of participants who agreed with a particular statement)<br />Agreement<br />n =447<br /> Note: The most relevant themes are shown here.<br />Still thinking about the company you selected in the first question, what would you say to a friend to encourage them to try it?<br />5<br />
  11. 11. Positive Word of Mouth<br /><ul><li>The most relevant positive word-of-mouth discussions involve convenience, value, customer support and honesty
  12. 12. Those who are most likely to recommend their bank are more likely to talk about convenient branches, good customer support, friendly employees in their branch and the quality of services
  13. 13. Those least likely to recommend are more likely to talk about free services or value for the cost, honesty in dealings</li></ul>Still thinking about the company you selected in the first question, what would you say to a friend to encourage them to try it?<br />Note: Bolded red numbers are significantly higher versus the other column<br />6<br />
  14. 14. Positive Word of Mouth<br />Still thinking about the company you selected in the first question, what would you say to a friend to encourage them to try it?<br />7<br />
  15. 15. The most important themes with the highest agreement …<br /><ul><li>Make sure terms of service are transparent, “Make sure everything is transparent to customer and customer is informed earlier of any additional charges”
  16. 16. “Offer better customer service.”
  17. 17. Better interest rates and fees, “I would like to see better interest rates” and “lower fees for supporting and maintaining the account”</li></ul>Importance<br />(% of participants who said a particular idea is important to them)<br />Verbatim Ideas<br />(% of participants who agreed with a particular idea)<br />Agreement<br />n =447<br /> Note: The most relevant themes are shown here.<br />Improvement Suggestions<br />Still thinking about the bank you selected, what should the company do to increase the chances that that you will recommend it to your friends, family or colleagues? <br />8<br />
  18. 18. Improvement Suggestions<br /><ul><li>Respondents agree that customer service should be better regardless of how likely they are to recommend their bank
  19. 19. Those who are likely to spread negative WOM want more transparency with respect to the terms they get
  20. 20. Among those who are likely to recommend their bank, better loan terms and faster processing would be welcome changes along with lower fees to use ATMs</li></ul>Still thinking about the bank you selected, what should the company do to increase the chances that that you will recommend it to your friends, family or colleagues? <br />Note: Bolded red numbers are significantly higher versus the other column<br />9<br />
  21. 21. Improvement Suggestions<br />Still thinking about the bank you selected, what should the company do to increase the chances that that you will recommend it to your friends, family or colleagues? <br />10<br />
  22. 22. WOMCloud Recommendations<br />Increase WOM Ratio through communications that convey…<br />Convenience… <br />“their branches can be found all over the city” <br />“User-friendly website for online banking” <br />“Easy credit card payments thru ATM”<br />Friendly, honest & supportive employees…<br />“they take care of me”<br />“They have been pretty straight with me”<br />Improving the banking experience through…<br />Employee training to ensure a friendly experience<br />Policy changes and enforcement to ensure that customers understand terms at every touch point<br />Continue to speed up processes as possible<br />11<br />
  23. 23. Methodology<br />A world-wide panel was invited to participate in a conversation hosted on beRelevant.com<br />The conversational style allows respondents to…<br />Review comments and ideas left by others<br />Agree with and choose the most important ideas from a controlled sample of ideas<br />Add their own ideas to the conversation<br />These conversations are processed and plotted onto two-dimensional charts<br />All differences reported are significant at the 95% confidence level<br />12<br />
  24. 24. Method<br />The most relevant ideas have high agreement and high importance <br />The proportion who agree with an idea and the proportion who rate an idea as “important” are plotted on a two-dimensional grid<br />13<br />
  25. 25. Ideas Gathered and Prioritized<br />Which of the following banks do you currently do business with?<br />14<br />
  26. 26. Relevance© & Grouping<br />Relevance is a beRelevant-proprietary statistic that is used to sort ideas and themes in order at 95% confidence<br />This statistic incorporates agreement and importance assigned by respondents along with the base of respondents who reviewed the ideas<br />Ideas are grouped together into buckets called “themes” in order to put similar ideas together and to increase their strength<br />WOM ratio is the percentage of people in the top two boxes over the percentage in the bottom six boxes on an eleven-point likely to recommend scale<br />15<br />
  27. 27. Banks Represented in Sample<br />Which of the following banks do you currently do business with?<br />16<br />
  28. 28. Respondent Relationship to Bank<br />Which one of the following best describes your relationship with the bank you chose in the first question? <br />17<br />
  29. 29. Respondent Location<br />Finally, which one of the following best describes your current location? <br />18<br />
  30. 30. About WOMCloud<br />WOMCloud is a social research company that specializes in online conversations that gather and prioritize open-ended feedback<br />Conversations focus on a specific industry, competitor or product and are designed to measure word of mouth and help companies decide how to best communicate positive WOM and what changes are needed to change negative conversation to positive<br />Research activities are conducted through ongoing conversations hosted on a platform designed for that purpose by beRelevant, Inc. and located at beRelevant.com<br />19<br />
  31. 31. Other WOMCloud Services <br />This report with a focus on your industry<br />You define the industry and provide sample<br />Custom conversations<br />Sample provided by you<br />Two conversation-style questions and up to three closed-ended segmentation questions<br />Other information http://www.womcloud.com<br />20<br />
  32. 32. About beRelevant<br />beRelevant is a 360-degree online conversation management platform that enables companies to quickly and cost-effectively create purpose-driven, on-demand collaborations that… <br />Gather and prioritize open-ended customer feedback<br />Process ideas for best internal fit<br />Close the loop with each and every participant<br />Identify influencers<br />Assign responsibilities for action within the company<br />beRelevant is located at beRelevant.com<br />21<br />

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