Friday, March 10th, 2017 | 6 min read
Finance may not seem like the most exciting industry for marketers, but it’s one of the most personal. Consumers are protective of their money, private about their finances, and eager to know how they can better manage their earnings.
That means finance marketers have the opportunity to build trusting, one-on-one relationships with their customers. And the best way to do that is by providing great customer service.
Here are four finance brands doing it right, and the valuable strategies you can steal from them.
Personal interactions drive sales. According to Twitter, 77% of customers who had a personalized interaction with a brand were likely to recommend that brand to others. Still, it’s especially important for finance companies to add a personal touch, since they’re discussing something as sensitive as people’s money.
Take Wells Fargo. All of the bank’s representatives sign their names when responding to comments on Facebook. For instance, this conversation was handled by two different agents. Tiffany provided the initial response, and Patrick stepped in for the rest of the discussion. Perhaps Patrick had the expertise to handle this specific issue.
Signing your name helps assure customers that they’re talking to a human. It also lets them know who to follow up with if they send a private message or have a question later on.
Social media runs 24/7, but customer service agents don’t have to. If you have a designated account for support, let people know when you’re available to answer questions.
Chase does this on Twitter. In the bio for its @ChaseSupport handle, the brand makes it clear that agents are online “M-F 7AM-11PM ET & Sat/Sun 10AM-7PM ET.”
Twitter even offers a helpful tag for brands to add to their profiles. It says “Provides support” above the account when it shows up in search, @-mentions, and Direct Messages. Brands can also customize it for their profiles to let people know when they’re available. For example, the @ATTCares tag says “Most responsive 7am-2am.”
If you don’t post your office hours, people will have to guess when to reach you. And if they tweet you when no one is monitoring the feed, they’ll get frustrated and assume they’re being ignored. With set hours, your team will know when they need to be around, and customers will know when they can come knocking.
It’s important for customers to avoid revealing any personal information online. Sometimes you need to help them take caution. For example, if they include a phone number in their comment, you can politely ask them to delete their post and follow up in a private message. Or if you know the conversation needs to be private, tell them how to transition to a more secure platform.
Check out how Capital One does this on Facebook.
By taking these precautions, you can let customers know that you’re looking out for their best interests. You can also avoid sticky legal situations that may arise from stolen or mishandled personal information.
Your job isn’t over after you reply to someone’s comment. If the customer doesn’t get back to you, it’s important to follow up and ask if they still need assistance.
Citibank does this for every interaction on Twitter. Customers often respond to say either their issue hasn’t been solved or they’ve found a solution. In both cases, Citibank is seen as helpful and courteous for checking in.
If your customer hasn’t reached a solution, perhaps they missed your message or tried another agent to no avail. If they have reached a solution, you can cross this issue off of your list and remind the customer to reach out if they have any other questions.
In the finance industry, customer service isn’t just a courtesy. It can also be a lifeline for people who urgently need help managing or accessing their money. If finance companies want to prove that they can be trusted with their customers’ funds, they need to deliver top-notch customer service.
You don’t have to be on social media 24/7, but you do have to spell out when and where customers can find you. You can also take your service to the next level by personalizing your communications, helping people protect their information, and following up with each customer. These are the tactics that separate the pretty helpful finance brands from the ones customers know will always have their back.