Wednesday, May 17th, 2017 | 4 min read
At Santander UK, we’re using social media to provide relevant, personalized experiences for our customers.
We’re doing this because of a fundamental shift in the world of business – one that most companies are just beginning to recognize: With the rise of social media, consumers have become empowered and connected at an unprecedented level. As a result, they expect brands to provide personalized experiences – and they expect them to do so quickly.
Here’s how we’re adapting to meet the challenges of this new landscape.
Our guiding mission at Santander UK is to help people and businesses prosper. To do so, we are using social insights that help us provide customers with the right message, on the right platform, at the right time.
We consider social media to be a real-time focus group that provides the real-time data necessary to shape what we say, and who we say it to. As soon as our new TV ad is broadcast, for instance, we can know what people think of it, or whether they’re paying attention at all.
And while the constant supply of real-time data can be daunting, we’ve begun to harness it to be more agile and flexible. Campaigns no longer end at delivery – we can now focus on real-time performance, analysis, and action.
The team can get a brand health check just by looking at social data and sentiment analysis, and we can drill into micro analysis of sentiment at a campaign level or look at the overall perception of our brand.
If we see that our customers are raising concern on Twitter about a certain product, for example, we have the tools to identify that sentiment, craft a response that addresses the issue, and disseminate it on the channels our audience prefers.
At such a brisk pace, it can be difficult to keep up. That’s why each day I take a “learn fast” approach to performance analysis. We accept that not everything works, but understand that it’s crucial that we learn quickly, establish benchmarks and move forward. I don’t want to wait a month – or even a week – to know how my activity is performing. I want to see it in real time.
Fortunately, we have the right technology to do so.
To help us handle the dynamic and unpredictable nature of social, we partnered with Sprinklr, which has given us the safety and the security we need as a financial services company. It provides the flexibility to keep up with changes in consumer behaviors.
We know Sprinklr is a powerful social data platform, but the biggest advantage is that it allows us to join up multiple data points – getting us closer to fully understanding the number of customer touch-points in social.
And with Sprinklr, we can monitor performance in real time, which helps us optimize to the best performing creative and copy. When launching our new Prosperity campaign, for example, we used Sprinklr to build reports tracking sentiment across all our content, and I was able to report back to the business that it was 90% positive.
At a time of unprecedented customer control, we can hear ours with greater clarity. Our teams can solve customer issues quickly and efficiently. And with the insights we draw from customer interactions, we’re able to provide the most relevant possible content day in and day out.
It’s a win-win: customers are more empowered to get in touch with us, and we’re better equipped to provide the help they need, and as a result, help them prosper.
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