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Bank of Ireland - Effectively servicing customers and increasing satisfaction through social media

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Retail Banking in Europe “
Effectively servicing customers and increasing satisfaction through social media”
Kevin Murphy
Head of Retail Strategy & Development 13th March 2012
Invest in developing capability
Build a team to spearhead development of
digital media strategy. Leverage existing
organisational expertise and strategic
partnerships
Incubate then integrate
Test your strategy and then seek to integrate
Into existing process. Social media is not a “silo”
–
it should be integrated across your existing
business Keep listening and learning
The insights that we uncover from customer
conversations and complaints will evolve, so you
must always keep listening and learning
Rules of engagement
Know when to engage and when to ignore
We’re continually listening and learning
Speed
Establish SLAs and communicate clearly to
customers
Training
Choose the appropriate people. Make sure they are
social media “savvy”
Build customer advocacy -
keep your promises
Follow up on all queries, make realistic promises and
keep them. Pubic demonstration of brand promise and
commitments
Community management
Remember you’re not just responding 1:1, you’re
speaking to a community
Tone of voice
Make sure you have a clearly established tone of
voice to ensure consistency
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