As the excerpt from a recent WSJ piece shows, Citibank is leading the way in the US in using the popular social media site as a customer-service tool. It has a dedicated team of highly trained Twitter account-handlers, who know exactly what to do when a customer tweets a complaint or query.
Banks like KCB have made an early start in taking customer service online and social, but most others are playing a conservative ‘wait and see’ game.
It’s simple: why wouldn’t you want a channel is that is dramatically cheaper to use than any physical branch or call centre? Why wouldn’t you want a channel that yields rich, real-time, direct data about customer preferences and pet peeves? And why wouldn’t you want to be where your customers increasingly are?
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