Outreach with Twitter: French bank, Société Générale
Here on Growing Social Media, we are always talking about brands and companies that are active and interacting with customers on social media. Some brands have been doing an awesome job, such as Oreo and Taco Bell. One case of awesome customer service is with the French bank, Société Générale.
According to FreshNetworks, Increasingly customers and brands are using Twitter as a way to ask, and respond to, some customer queries. For certain types of customers, and for certain types of queries, this can be an effective channel for customer service. But how many brands would lead on this in a TV advertising campaign? And how many would commit to response times in the ad? In July, French bank Société Générale have done just that.
The bank has been using the @SG_etvous Twitter account to respond to customer queries for two years but this is the first time they have used TV advertising to promote the service to their customers. As well as raising awareness of the customer services channel, they are also committing to a 30 minute maximum response time for Twitter queries. Now, you can find them tweeting @SocieteGenerale.
A french Société Générale commercial.
This is not the first time that we have seen large brands advertise their social media customer care channels, KLM in particular have put considerable focus on promoting this route for customers. However it will still be seen by a brave move by many brands.
Customer care in social media needs careful planning and resourcing (both in terms of people, processes and technologies) to get right, and will often lead to more fundamental changes in the way parts of a business work. What works when complaints and queries are being submitted privately by letter or phone will not necessarily work when these are being submitted publicly via social media channels.