November 17th, 2011

RBS group turns to social media to strengthen customer relationships

Royal Bank of Scotland‘Helpful Live’ online forums are one of the ways The Royal Bank of Scotland group is using social media to develop its ‘helpful banking’ positioning. The forums – which will be hosted on the NatWest and RBS websites – will provide an opportunity for customers to feedback on its NatWest and RBS chains and make suggestions about how they can improve their services.

NatWest launched its ‘helpful banking’ positioning in June 2010, with a 14-point charter outlining the levels of service its customers can expect.

“One of our goals is to actively seek our customers’ suggestions on how we can become more helpful. We recognise the growing importance of social media in many of our customers’ lives.” RBS group

Others in the financial services sector also appear to be looking at social media as a way of creating better relationships with customers.

Last month, M&S Money launched M&S Money TV, an online video channel hosted on the brand’s site. It includes 11 films featuring presenter Phil Spencer from the TV show Location, Location, Location. Users can share the videos via Facebook and Twitter.

And, First Direct, the HSBC-owned online and telephone bank, has been pursuing its strategy to be the UK’s most ‘social bank’. It launched a Facebook page in July with the aim of engaging with consumers on non-banking matters.

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