1. Customer Service on Social Networks
@BancoSabadell
Barcelona, September of 2012

2. Since 2012
2011
Customer Service on the social
• Customer Service Leader (Spain) on networks
the Social Networks (24x7, main
networks attended)
 More than 20.000 followers
Social Networks
presence • Started to offer service through  More than 1.000 month
content
model interactions
• Marketing (campaigns)
• Internal & External communications  Service level agreement of 1
(employees training, press relations) hour
 Personalized customer care
Premio Fundación
Dintel al mejor servicio Content on the social networks
de atención a clientes
 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
2

3. from 2012
2012
• Content Generation
– Transforming communication and
Content on the social networks
distribution of our products through
educational content
• Learning content of products
Social – Our customers explain their stories and services
Networks and experiences with the Bank in the
• Real-time Webcast to
first person
presence broadcast new programs
model (Export to Grow)
• Customer service
– Expanding the relationship with • Stories told by our customers
customers on social networks with
our employees
Customer Service on the social
networks
• Enhance the capabilities of
social networking services
• Empowering employees with
"digital skills"
• Gradually incorporate
employees in social networks
3

4. 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
?
4

5. Customer Service on social networks
… but we were right on believing that:
Excellence in service Service to others is the main
is the new marketing activity on social networks
5

6. Customer Service on social networks
So we started to learn how to “socialize”
the customer service through that new
digital spaces
You are fantastic ^PC. It's like having a bank at home, but
attended by a colleague! 10 points!
6

7. Customer Service on social networks
Since 2010 we attend on social networks
every day of the week, 24 hours
per day
24x7
7

8. Customer Service on social networks
What we do is almost trivial: we respond
when we are asked.
Do we have
Active Can we add Yes Yes
enough Service
listening value?
information
No No
Sometimes we remain We say sorry
in silence & seek the information
8

9. Customer Service on social networks
And we respond to many types of
queries every day
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%
9

10. Customer Service on social networks
Looking for the right tone
Indifference Personal
prohibited treatment
Humility Professionalism
Not to raise
Honesty expectations
Respect Carefulness
Servicing
10

11. Customer Service on social networks
And trying to be agile. We don’t want the client
to be waiting (never again)
11

12. Customer Service on social networks
Our secret is the ‘human touch’ :)
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
12

13. Customer Service on social networks
How is the organization?
Contact 70 service
Customers
4 supervisors
Center managers
Monitoring and
Support
customer service
Social
Internal customers
Social Content Publication &
Networks Networks Coordinator diffusion
Customer Customer
Service Dpt. Service Services Supervision &
(3 people) manager Coordinator training
Procedures Planning & Reporting
13

14. Customer Service on social networks
Entry points: test & enjoy our customer
service
14

15. 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
Ilustrative twitter followers and public messages growth
15

16. 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
16

17. Trends (about people)
Paradigm Paradigm
Company / People Professional / Personal
2010 2012
“Customer Service “Probably you have a Banco
through social networks Sabadell employee as a
at @bancosabadell” facebook friend…”
Reach = 20.000
(average impact based on actual followers count)
+ Potential reach > 1 M
Based on 18.000 employees x average friends on facebook (130) x
supposing 50% of them use it
17

18. 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
http://www.youtube.com/watch?v=GBaHPND2QJg&feature=plcp
18

19. 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 IZO
http://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
19

20. Backup: What experts say about us
The Banco Sabadell customer
service on social networks has
received the Fundación Dintel
award as best Contact Center
project
http://blog.bancsabadell.com/201
2/03/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 approach
http://www.contactcenter.es/201
0/3/lospremios_premiados_2012 Internet República
.php?seccion_activa=acerca
20