Banking on Facebook for better customer service

Krungsri

Advertiser

Computerlogy Co., Ltd.

Marketing Partner

Success Story

The Thai bank doubled its sales leads and improved call center response times by 83% after transforming its Facebook Page into a social customer service platform with the help of Facebook Marketing Partner Computerlogy.

83%

decrease in call center response time

2X

increase in number of sales leads

97%

engagement rate on Facebook posts


Their Story

Made of money

Krungsri is Thailand’s fifth largest universal bank in terms of assets, loans and deposits, offering a comprehensive range of universal banking financial products and services to 3 key target groups: corporate, small and medium-sized businesses and consumers.

Their Goal

Improving customer service

Krungsri wanted to improve customer satisfaction levels by decreasing call center service level agreement response times. Its customers often turn to Facebook for bank information and support, as opposed to more traditional customer service channels.

Facebook continues to be our top digital channel to engage with consumers, build the brand and manage our reputation. It is the best place to engage people and invite them to experience the brand so they can become our brand ambassadors.

-Pakamon Tulyapizitchai, SVP and Head of Digital Marketing, Bank of Ayudhya PCL (Krungsri Bank)


Their Solution

Cashing in on conversions

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Noticing that customers were using its Facebook Page as a support channel, Krungsri saw an opportunity to turn inquiries, comments and conversation into an integrated part of its business strategy by transforming its Page into a social customer relationship management (CRM) platform.

 

To begin the transformation, the bank allocated resources, invested in training support and created a social media policy, a new escalation process and Facebook customer handlings guidelines. The bank chose Facebook Marketing Partner Computerlogy to manage the Krungsri Bank Page using its proprietary Social Media Management toolkit.

 

Computerlogy’s tools allowed the bank to sort social conversations by urgency in real time and organize them into product and service categories. This allowed Krungsri to allocate the right specialists to prioritize inquiries and deal with them in a timely manner. Computerlogy’s analytics revealed the days and times that people engaged with the bank’s Page the most, as well as the products people were most interested in. These useful insights helped Krungsri improve resource planning and map out future product development.

Their Success

Right on the money

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By using its Facebook Page as a social CRM platform, Krungsri turned Facebook engagement into business opportunities to learn more about its customers and to serve them better. Since 2013, the strategy has helped the bank achieve:

 

  • 83% decrease in call center response time
  • 97% engagement rate on Facebook posts
  • 2X increase in sales leads