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Brands & Trust Online

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Digital Pulse Piece on Unauthorized Banking Transactions and consumer reactions.

This can shed light on how service issues impact on banking brands, and service brands in general.
· For banking brands – Could incidents like have an impact on why banking clients are hesitant to start online banking?
· For service brands – How should we be ready for discussions online when consumers talk about service issues within their networks?

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Published in: Business, Economy & Finance
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Brands & Trust Online

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  17. 17. Consumers have existing, time-honored, physical banking routines. While online banking has numerous benefits, consumers are hesitant to…<br /><ul><li>Give up their comfort level and abandon a routine that works</li></ul> “I’d rather go back to over the counter transactions where you see everything happening in front of you.”<br /><ul><li>Take a “leap of faith” and shift to using digital, non-physical transactions</li></ul> If we can easily unfriend contacts on social networks or accidentally delete e-mails – could the same thing easily happen within a digital bank account?<br />In fact, while the credibility of the digital medium as a transaction channel is still being established, consumers scare easily…<br /><ul><li>When things go wrong, it is easy to question the entire medium.
  18. 18. One banking brand’s mistakes could harm the integrity of online banking in general, even for other brands.</li></li></ul><li><ul><li>EDUCATEbanking clients on extensive measures in place to ensure privacy and protection
  19. 19. REASSUREand regularly remind banking clients of the safety in online transaction, going back to Education
  20. 20. BEREADYfor crises – customer service should be accessible on multiple channels</li></li></ul><li>Categories such as banking, telco, internet, cable, gas or insurance provide relevant services that help consumers run their day-to-day lives. Failing to deliver on our value propositions could be disastrous for the consumer and catastrophic for the brand.<br />Especially as consumers are now socially-networked and ready to share their dissatisfaction online.<br />From a victim of MWG unauthorized withdrawals<br />
  21. 21. <ul><li>UTILITYthrough applications and services to embody our value proposition and expand ways we can be of helpful to consumers.
  22. 22. PROACTIVE CUSTOMER SERVICEby publicizing the channels to use (phone, web, Twitter) as soon as they need help.
  23. 23. SOCIAL MEDIA MONITORINGto listen to what our consumers are saying – and possibly complaining about – to their social networks.</li></ul>CHECKPOINT: Have you already Searched to find out what consumers are saying about your brand online?<br />
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  25. 25. <ul><li>Google Alerts Enter keywords for Google to update you when new entries come out on the search engine.
  26. 26. Twitter Search What and if consumers are saying about your brand, in real time</li></li></ul><li>

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