Information on products and services, customer assistance, promotion of local events and initiatives, technology, art, culture and entertainment, the most common topics of conversation.
The latest trends in the survey of the "Social and web" Abi Observatory
A photo, a video, an infographic on the web make the difference. And this is even more true on social networks. This is what emerges from the survey carried out by Abi with the collaboration of the banks belonging to the "Social and Web" Observatory, which represent the 57% of the sector in terms of total assets.
The great aggregators of contacts and relationships that allow communication and sharing of texts, images and videos (Facebook, YouTube, Twitter, LinkedIn, Instagram, among the most used by banks) increase the chances of understanding customer needs and developing with it a dialogue and an interaction also in real time.
Competitions, photos, and videos ... dialogue is interactive
The Abi survey highlights the emergence of new paradigms of interaction with the social clientele, today more and more marked by sharing. In addition to customer service, 83% of participating banks interact directly with people on the network also on other content. The involvement tools used to stimulate active dialogue and participation are affirmed: over 90% of banks promotes competitions, 80% uses images and infographics and 75% realizes or shares videos. Video transmission via web (direct streaming) and events developed according to the specificity of the channels are the new activities that banks are implementing today (50% of cases) to increase the attention on the network.
Customer assistance and financial education
Through the social channels, banks have developed the customer support activity in a widespread way. Also consolidated are the initiatives of financial education, marketing, communication and content analysis. Less active is the active involvement of communities of customers with common interests and interests, and yet in experimental mode is the creation of services that enable customers to access, through social networks, their current account.
Not just economics between the topics of conversation
The topics of social conversations touch on very different areas, from financial to cultural, to entertainment and to aspects that concern specific territorial areas or linked to sustainable environmental development. In particular, the thematic areas of wider dissemination are: information on products and services, answers to specific questions of customer assistance, promotion of local events and initiatives, technology, art, culture and shows. The social channels allow banks to achieve a frequent flow of communication to customers with average updates of twice a day.
More and more social contacts
From the survey carried out by Abi, it emerges that the banks that use social networks to communicate with their customers are increasingly frequent. On the representative sample of the 57% of the sector in terms of total assets, the 92% of the banks surveyed is present on the social platforms.
The bank on social networks has conquered the 40% of the advanced youths
To understand the trends of use of the digital bank, Abi, with the collaboration of GfK, has conducted, at the end of 2017, a survey through online interviews to evolved customers who use Internet banking and who surf the web assiduously. This survey shows that advanced customers have appreciated the new forms of contact with banks: the 30% declares that it has already landed on the social media pages of intermediaries, benefiting from the relative contents. If we consider the younger age group among these customers, the percentage of those who use social networks rises to 40%.