NAB, which is the subject of 5,000 social media comments each month, has set up a dedicated unit in its Docklands headquarters to monitor and manage social network interactions with customers.
NAB’s Social Media Command Centre features five large TV screens which take feeds from SalesForce displaying what is trending on social networks and also identify potential troublespots for the bank. The centre is also intended to showcase to the bank at large the capability of social media and encourage more experimentation in the area.
According to Sam Plowman, NAB’s executive general manager of direct banking, its team of seven social media specialists has been brought together in the centre which will later this month trial seven day a week social network support from 8am until 8pm. Previously the bank only offered five day a week social network services with the seven staff providing that support scattered through the organisation.
Mr Plowman said the “visual toolset” which has been developed by NAB in association with SalesForce and Intel would allow the bank’s social media team to be reactive and proactive in terms of responding to customer comments or complaints.
It would, he said, also act as a magnet for other parts of the bank, demonstrating the potential of social media, which might encourage them to start their own projects in this area. Although the centre was officially announced today, it has been running for almost two months.
NAB’s Facebook page, which has 86,700 likes to its name, still states that it’s only available for chat between 9am and 5.30 – the extended hours trial is slated to start on December 15. The Commonwealth Bank’s Facebook page wins the Facebook stakes with 235,000 likes and no specified hours of chat time; ANZ Australia meanwhile has garnered 16,600 likes and Westpac 13,200 with both open for chat from 9am to 5pm.
NAB however is ahead on Twitter with 13,800 followers, compared to CBA with 9,300, Westpac with 1,285 – although it has yet to tweet, and bringing up the rear is ANZ which does not have an official Twitter account – although there is a feed for media on Twitter
Mr Plowman said NAB had been involved with a number of social media projects over the last two and a half years which had led it to be ranked by Red Sheriff as first among the majors in terms of customer satisfaction. Mr Plowman said that; “Social is an absolute must do,” for the banks.
According to NAB, the social media team receives around 5,000 comments, and resolve 600 customer service requests through social media each month – with both rising about 10 per cent a month.