November 17th, 2011

RBS group turns to social media to strengthen cus­tomer relationships


Royal Bank of Scotland 150x111 RBS group turns to social media to strengthen customer relationshipsHelp­ful 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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