Gone are the days when visiting your bank’s branch was the only way to resolve a request. With technology advancing at a rapid speed, people look for service on the go — at the branch, via the Internet, over a phone call and even across social media platforms.
Increasingly, customers are turning to Facebook and Twitter to make their opinions and grievances public. A cursory look at user posts on the social media sites of banks in the UAE reveals an alarming trend — unhappy customers waiting for a resolution.
From blocked cards to accounts that take forever to open to the lack of even the most basic information on websites, the reasons that plague customers are plenty.
Here are some common scenarios that highlight gaps in bank-to-consumer communication:
Unexplained delays/Unresolved issues: Customers often complain that sales teams chase them relentlessly to open an account or buy a credit card. But once the target is achieved, banks ignore customers with little follow up.
Rude staff: Customers are less tolerant of employee rudeness than incompetence. Such unpleasant behaviour directed towards a customer irreparably sabotages a bank’s reputation, especially when aired on social media.
Clerical errors/overcharging: Not keeping promises, overcharging and making repeated clerical errors result in a breach of trust.
Long wait time: Banks that make customers wait too long indicate their disregard for time.
Ignoring long-pending complaints: In failing to resolve customer complaints or delay resolution, banks allow room for service failure. As a result, customers can lose trust and often shift loyalties.
With customer voices quickly influencing peer groups, banks can no longer ignore publicly aired complaints. Here are some ways to address common issues across social media:
Offer hassle-free processes: Customers feel harassed when asked to move from counter to counter. Complaints should preferably be handled by one person, ideally the customer’s first point of contact.
Strike a personal note: More often than not, banks fail to sound sincere while replying to customer complaints on social media. Rather than offering a generic comment, making a personal connect goes a long way in ensuring happy customers.
Engage: Positive engagements and timely follow-ups are keys to ensuring customer satisfaction. Responding with a short ‘Thank You’ note or sharing positive feedback will establish the bank as an institution that values people.
Timely resolution: Most banks promise a turnaround of five working days to resolve an issue. Should it need more time, it is important to keep the customer informed.
Shift emphasis: Banks need to be vigilant about protecting their brand reputation in the social space, and shift the emphasis from the ‘cost’ of customer satisfaction to the ‘value’ of customer satisfaction.
Use the right tools: Given the sheer volume of updates posted on social media, it’s tough to keep track of all mentions, direct messages and timeline posts. Banks can up the ante on responsiveness and coverage through the use of effective social media management tools.
With banks increasingly moving into the digital space and encouraging account holders to rely on online transactions, it is imperative for the industry to ensure that its social media strategy is a crucial component of its public relations and customer-servicing channels.
The writer is the Head of Marketing and Corporate Communications, Noor Bank.
