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Customer Service - Banco Sabadell


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Customer Service - Banco Sabadell

  1. 1. Customer Service on Social Networks@BancoSabadellBarcelona, September of 2012
  2. 2. Since 2012 2011 Customer Service on the social • Customer Service Leader (Spain) on networks the Social Networks (24x7, main networks attended)  More than 20.000 followers Social Networks presence • Started to offer service through  More than 1.000 month content model interactions • Marketing (campaigns) • Internal & External communications  Service level agreement of 1 (employees training, press relations) hour  Personalized customer care Premio Fundación Dintel al mejor servicio Content on the social networks de atención a clientes  More than 10M views on Youtube  Generation of new content with the launch of an Editorial Board*Fuente: La banca a examen en redes sociales (Internet República, 2012) * Marketing, Communications and Direct Channels 2
  3. 3. from 2012 2012 • Content Generation – Transforming communication and Content on the social networks distribution of our products through educational content • Learning content of products Social – Our customers explain their stories and services Networks and experiences with the Bank in the • Real-time Webcast to first person presence broadcast new programs model (Export to Grow) • Customer service – Expanding the relationship with • Stories told by our customers customers on social networks with our employees Customer Service on the social networks • Enhance the capabilities of social networking services • Empowering employees with "digital skills" • Gradually incorporate employees in social networks 3
  4. 4. Customer Service on social networks At the beggining (in 2010) a bank didn’t seem to fit on social networks as well as other companies did ? 4
  5. 5. Customer Service on social networks … but we were right on believing that: Excellence in service Service to others is the main is the new marketing activity on social networks 5
  6. 6. Customer Service on social networksSo we started to learn how to “socialize”the customer service through that newdigital spaces You are fantastic ^PC. Its like having a bank at home, but attended by a colleague! 10 points! 6
  7. 7. Customer Service on social networksSince 2010 we attend on social networksevery day of the week, 24 hoursper day 24x7 7
  8. 8. Customer Service on social networksWhat we do is almost trivial: we respondwhen we are asked. Do we have Active Can we add Yes Yes enough Service listening value? information No No Sometimes we remain We say sorry in silence & seek the information 8
  9. 9. Customer Service on social networksAnd we respond to many types ofqueries every day 1. General, operational or procedures 40% 2. Business Information 25% 3. Complaints 15% 4. Thanks 10% 5. Economic or markets information 5% 6. Institutional questions 5% 9
  10. 10. Customer Service on social networks Looking for the right toneIndifference Personal prohibited treatment Humility Professionalism Not to raise Honesty expectations Respect Carefulness Servicing 10
  11. 11. Customer Service on social networksAnd trying to be agile. We don’t want the clientto be waiting (never again) 11
  12. 12. Customer Service on social networksOur secret is the ‘human touch’ :) They are not “a company”. They are current people delighted to help you. Everybody at the contact center is able to attend, not only phone-calls, also the conversations on social networks 12
  13. 13. Customer Service on social networksHow is the organization? Contact 70 service Customers 4 supervisors Center managers Monitoring and Support customer service Social Internal customers Social Content Publication & Networks Networks Coordinator diffusion Customer Customer Service Dpt. Service Services Supervision & (3 people) manager Coordinator training Procedures Planning & Reporting 13
  14. 14. Customer Service on social networksEntry points: test & enjoy our customerservice 14
  15. 15. Customer Service on social networks@BancoSabadell grows organically, on all majornetworks, attracting people every day Actually the total daily interactions average is around 50Ilustrative twitter followers and public messages growth 15
  16. 16. Trends (about people) The competitive advantage of a company in digital spaces will depend on the participation and employee relations in these spaces 1992 2002 2012 16
  17. 17. Trends (about people) Paradigm Paradigm Company / People Professional / Personal 2010 2012 “Customer Service “Probably you have a Banco through social networks Sabadell employee as a at @bancosabadell” facebook friend…” Reach = 20.000 (average impact based on actual followers count) + Potential reach > 1 M Based on 18.000 employees x average friends on facebook (130) x supposing 50% of them use it 17
  18. 18. Trends (about content)Trends Publishing is getting more casual (& be simple) From pages to streams (& storytelling) Quality is in vogue (& audio-visual content) Non-advertising business models (branded content: we aren’t forcedto watch advertising)Recommendations Let user participate Embrace technology Make it personal Connect emotionally 18
  19. 19. Backup: What experts say about usBanco Sabadell is considered onthe global top 30 best brands ontwitter accordingTheFinancialBrand has been awarded as bestspanish bank on Twitter accordingto the research conducted by theindependent firm IZO award has been granted bythe independent firmInternetRepública Izo Consulting 19
  20. 20. Backup: What experts say about usThe Banco Sabadell customerservice on social networks hasreceived the Fundación Dintelaward as best Contact Centerproject department received theContact Center Magazine awardfor its multi-channel approach Internet República.php?seccion_activa=acerca 20