Using social to boost member experience and loyalty
Nationwide engage with members socially to boost customer experience and loyalty.
Project highlights
- Monitor social media conversations
- Handle personal 1-1 responses
- Provide a workflow to handle responses
- Have an audit trail of conversations
- Saw volumes increase by over 300% during the pandemic
Focus on high-quality customer service
As a building society owned by members, and run for their benefit, Nationwide’s focus is on providing them with high-quality customer service. They recognise the importance of being available to their members across communication channels and use social media to increase engagement.
Nationwide was an early adopter of social media, becoming the first company to offer 24/7 support using the channel, which supported its wider customer service strategy. It’s a channel with lots of opportunities and requirements.
Operating in a highly competitive and regulated market, there’s a plethora of information available about products – mortgages, savings products, credit cards and current accounts. And whilst people are researching, they also come across the best companies to use – often through friends, family, influencers and bloggers sharing their opinions on social media channels.
Nationwide wanted to tap into this network of commentary and questions, so that they could understand member requirements, what they think of the brand and how they could inform and influence these discussions to further improve member experience.
Providing a social customer experience that excels
Nationwide first approached Netcall in 2014, to help them provide a platform that enables team members to post and respond to individuals on Twitter and Facebook accounts.
The solution needed to allow Nationwide to:
- Monitor social media conversations related to Nationwide
- Handle personal 1-1 responses between agents and members
- Provide a workflow to handle positive, neutral and negative responses
- Have an audit trail of conversations in one place for agents to refer back to
Using low-code to build Social Manager
Netcall worked with Nationwide to build Social Manager using Netcall’s low-code platform, Liberty Create. The application enables Nationwide colleagues to engage with individual members across social channels. On a daily basis, advisors in the Digital Servicing Team proactively engage with their members to build rapport and demonstrate the core brand values of Nationwide.
Social Manager monitors these conversations about Nationwide and sentiment analysis prioritises the posts for replies. For confidential conversations, the application uses direct messaging.
The advanced workflows enable agents to respond to members needs quickly and easily with a personal 1-2-1 service. And there’s always an audit trail for agents to pick up the conversation again or refer back to, supporting the governance regulations required.
Prepare to be prepared
Fast forward to March 2020, when COVID-19 hit. Phone lines were much busier than usual and many Nationwide members took to social media for help and support to manage their financial situation at this critical time.
The Social Manager application saw volumes increase by over 300%, demonstrating that when members needs change, social media can be an effective customer servicing channel that helps support more traditional channels such as phone or email. Social Manager seamlessly handled the conversations, so that Nationwide could offer an uninterrupted service to members.
Hear how Nationwide gave control to members.
Hear how Nationwide engaged with members during maintenance to its online services.
