Case Studies

See how other companies’ successful social business initiatives are aligned with their overall business objectives.

  • Banking customer service from Finansbank

    Finansbank is a young and dynamic bank headquartered in Istanbul, Turkey. It is the 5th largest bank in Turkey and offers financial services to over 5 million customers through a web of 582 branches. The 12,000 Finansbank employees generate net operating profits of around EUR 400 mio in 2012, a success which is mainly based on innovative thinking and sustainable management (FINANSBANK, n. d.).

    The bank’s customer centric approach is clearly highlighted in the mission statement, ‘To build life-long and successful partnerships with all our stakeholders through understanding and best fulfilling their needs.’ In alignment with this, Finansbank began utilising social media channels to build strong and sustainable relationships with its customers. In Turkey, Facebook penetration rate has reached around 91.4% among Internet users in 2013. Finansbank, therefore, decided to initially build up a presence on Facebook, Twitter and Google+, while developing a longer term business plan on how to best deliver value to its customers on social media.

    Finansbank’s objectives for social media included maximising customer satisfaction, reducing customer complaints and generating leads for products (Tunc Oral, personal interview, 16th April 2013). The bank began monitoring social media channels as a first step to implementing the social media strategy. Based on this monitoring, scripts of more than 250 possible questions were generated, which were then divided into first- and second-level support issues. While first-level support questions are handled by an agency with scripted answers, second-level issues are forwarded to the bank’s call centre agents through a ‘we listen to you’ form. This approach ensured that disputes were handled appropriately and that satisfying solutions  were offered to customers. Additionally, customer complaints, questions and requests were summarised into daily reports and shared internally with the relevant departments.

    Finansbank receives approximately 10,000 comments every month, 1,500 of which are direct questions – the bank answers all comments within 15 minutes. Additionally, the bank also gets customer leads through its Facebook adverts, apps, and links.

    In the future, Finansbank aims to integrate social media channels into their CRM infrastructure in order to match spending behaviour and demographic attributes with preferences, likes and other information drawn from social networks.

    The success of Finansbank in utilising social media for innovative banking customer service is based on several key points:

    • Understanding the changing market and consumer trends to stay competitive and offer services in alignment with changing needs.
    • Being bold in exploring new ways to interact with customers and trying out new technologies.
    • Listening to and understanding customer needs through social media monitoring as a first step toward implementing a social media strategy.
    • Identifying a clear focus area (in this case customer service) and building social media capabilities around this.
    • Involving the appropriate departments to ensure that the right teams are informed of customer needs and are able to respond in time.

    FINANSBANK (n.d.). About Finansbank. Retrieved March 28, 2013, from www.finansbank.com.tr/en/about-finansbank/default.aspx

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