Barcelona, September of 2012

Customer Service on Social Networks@BancoSabadell

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Since 2012

Social Networks presence

model

• Customer Service Leader (Spain) on the Social Networks (24x7, main networks attended)

• Started to offer service through content

• Marketing (campaigns)• Internal & External communications

(employees training, press relations)

Customer Service on the social networks

More than 20.000 followers

More than 1.000 month interactions

Service level agreement of 1 hour

Personalized customer care

Content on the social networks

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

Premio Fundación Dintel al mejor servicio de atención a clientes

2011

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from 2012

Social Networks presence

model

• Content Generation– Transforming communication and

distribution of our products through educational content

– Our customers explain their stories and experiences with the Bank in the first person

• Customer service– Expanding the relationship with

customers on social networks with our employees

Content on the social networks

• Learning content of products and services

• Real-time Webcast to broadcast new programs (Export to Grow)

• Stories told by our customers

Customer Service on the social networks

• Enhance the capabilities of social networking services

• Empowering employees with "digital skills"

• Gradually incorporate employees in social networks

2012

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

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?

Customer Service on social networks

… but we were right on believing that:

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Excellence in service is the new marketing

Service to others is the main activity on social networks

So we started to learn how to “socialize” the customer service through that new digital spaces

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Customer Service on social networks

You are fantastic ^PC. It's like having a bank at home, but attended by a colleague! 10 points!

Since 2010 we attend on social networks

every day of the week, 24 hours per day

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Customer Service on social networks

24x724x7

What we do is almost trivial: we respond when we are asked.

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Customer Service on social networks

Do we have enough

information

Do we have enough

information

Sometimes we remain in silence

Sometimes we remain in silence

Yes

No No

ServiceServiceYes

We say sorry& seek the information

We say sorry& seek the information

ActivelisteningActive

listeningCan we add

value?Can we add

value?

And we respond to many types of queries every day

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Customer Service on social networks

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%

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%

Looking for the right tone

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Customer Service on social networks

Personaltreatment

Professionalism

Honesty

Humility

Indifferenceprohibited

CarefulnessRespectServicing

Not to raise expectations

And trying to be agile. We don’t want the client to be waiting (never again)

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Customer Service on social networks

Our secret is the ‘human touch’ :)

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Customer Service on social networks

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

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Customer Service on social networks

70 service managers

Content Coordinator

Social Networks Customer Service

managerServices

Coordinator

Social Networks Customer Service Dpt. (3 people)

Social Networks Customer Service Dpt. (3 people)

Monitoring and customer serviceMonitoring and

customer serviceSupportSupport

4 supervisors Contact Center Contact Center

Publication & diffusion

Publication & diffusion

Supervision & training

Supervision & training

ProceduresProcedures Planning & ReportingPlanning & Reporting

How is the organization?

Cus

tom

ers

Inte

rnal

cus

tom

ers

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Customer Service on social networks

Entry points: test & enjoy our customer service

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Customer Service on social networks

@BancoSabadell grows organically, on all major networks, attracting people every day

Actually the total daily interactions

average is around 50

Actually the total daily interactions

average is around 50

Ilustrative twitter followers and public messages growth

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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

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Trends (about people)

ParadigmProfessional / Personal

“Probably you have a Banco Sabadell employee as a

facebook friend…”

Potential reach > 1 MBased on 18.000 employees x average friends on facebook (130) x

supposing 50% of them use it

ParadigmCompany / People

“Customer Service through social networks

at @bancosabadell”

Reach = 20.000(average impact based on actual followers count)

2010 2012

+

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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 forced to watch advertising)

Recommendations

Let user participate Embrace technology Make it personal Connect emotionally

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 forced to watch advertising)

Recommendations

Let user participate Embrace technology Make it personal Connect emotionally

http://www.youtube.com/watch?v=GBaHPND2QJg&feature=plcp http://www.youtube.com/watch?v=GBaHPND2QJg&feature=plcp

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Backup: What experts say about us

Banco Sabadell is considered on the global top 30 best brands on twitter according TheFinancialBrand http://thefinancialbrand.com/19914/400-retail-banks-on-twitter/ Also has been awarded as best spanish bank on Twitter according to the research conducted by the independent firm IZOhttp://www.izo.es/twitterengage/informe-twitter-engage.pdf Same award has been granted by the independent firm InternetRepública http://www.slideshare.net/NOEMIM/la-banca-a-examen-by-internet-repblica-on-jan-25-2012

Izo Consulting

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Backup: What experts say about us

The Banco Sabadell customer service on social networks has received the Fundación Dintel award as best Contact Center projecthttp://blog.bancsabadell.com/2012/03/banco-sabadell-recibe-el-premio-dintel-por-su-atencion-al-cliente-en-redes-sociales.html

Same department received the Contact Center Magazine award for its multi-channel approachhttp://www.contactcenter.es/2010/3/lospremios_premiados_2012.php?seccion_activa=acerca

Internet República