Social media marketing can drive customer service for banks

FROM: http://www.brafton.com/news/social-media-marketing-can-drive-customer-service-for-banks

A report from Attensity found that customer service is one area businesses can improve with social media marketing campaigns.

As banks assess their 2012 goals with social media marketing, a study from Attensity found that customer service is a frequent focal point of campaigns on Facebook, Twitter and other popular platforms.

While fans and followers frequently discuss fees and other rates at their respective banks, 41 percent of studied social conversations around the banking industry dealt with customer service. Focusing on answering specific questions can help banks improve their customers’ perceptions of them, the report suggests. Beyond the customer service conversation, wait times were an especially sensitive issue, as customers frequently make a point to express anger over extended stays in line.

Other industries saw similar results, according to Attensity. Travel-related sectors, such as airlines, hotels and others, are equally sensitive to customer service discussions on social networks. It’s inevitable that some of the engagement will be negative, but businesses can turn negative feedback into a positive customer experience by responding to it quickly and addressing the issues raised by followers.

Using social media marketing has helped businesses of all sizes improve their visibility on the web and deal with customers more effectively. However, chances to engage are often wasted by businesses.

Brafton reported earlier that 66 percent of executives said they didn’t know their customers were even trying to reach them through social. Many reported having a social presence, despite an obvious misunderstanding of the channel’s true value.