US banks are already using Twitter as a way of staying in touch
with customers, potential customers and the general public.
"Corporations, senior executives, marketers, etc,can use Twitter
as a channel to stay in contact with customers, prospects and the
general public. Banks are no exception and many are out in full
force on Twitter,"
said Celent analyst
Jacob Jegher in his blog.
Banks are looking at various
Web 2.0 applications to see how it can help them connect to
younger generations of customers.
Jegher said banks could use Twitter for marketing with product
announcements, press releases and event information released on the
microblogging site.
He said Twitter can "build and solidify customer relationships"
by offering a personalised service. "Twitter can have a more
personal feel to it, particularly if messages are exchanged.
Customers value individualised attention and appreciate having
their questions answered," said Jegher.
He added that customer service problems can be addressed by the
bank quicker through the use of Twitter. "Why not provide a way for
customers to reach out to you? Twitter is another channel that can
be used by customers to message someone at their bank. It is
certainly not going to take over for the good old telephone, but it
is a quick way to assist customers."
In his blog Jegher gives examples of banks already using
Twitter:
Wells Fargo's
Twitter answers questions about products and dealing with
customer service issues.
Chasebank has promoted
products on Twitter.
Bank of America uses
Twitter in its customer support.
1st Marina Bank is a
smaller bank trying out Twitter.
Wachovia and
INGDirect are also using
Twitter.
"Twitter is a great way to communicate as long as it is used
properly and in conjunction with other channels," said Jegher.
Picture credit:
thenextweb.com via
Boris Veldhuijzen van Zanten