We aim to help marketers offer the best customer experience they can and continue to build their brand equity during this time of crisis.This week's themes are: Inform – Create Engagement through Owned – Leverage Earned
In the last couple of weeks, some clients have reported a reduction in COVID crisis meetings and a focus on the longer-term economic recession. In response to this new phase we are excited to provide an online dashboard so that banks can view the trended data for themselves. The link will give you direct access to the dashboard, no log-ins are required but please use Google Chrome and access via a laptop.
The dashboard is a beta version, so we welcome feedback. One feature to point out is the ability to click on data points to view the underlying comments for the experiences, so if response to advertising is positive, you can click to see what people are saying about it.
Keep your customers informed
Concern about the coronavirus pandemic is at the lowest we have seen (62% very or fairly concerned) since mid-March. This also coincides with the highest mean score (only equalled in early May) for people feeling that their bank is doing enough to help in the crisis. Information and advice are highly appreciated by customers.
Create Engagement through Owned
Despite an overall downward trend in Experience Reach this week, NatWest created positive experiences through its Owned Channels. Its Owned Experience Reach was higher than for any other bank this week and benefitted from positive online banking/app experiences.
“Logged in to see if I had a refund from a retail company, I did have a refund and I realised that the app had a new feature making it easy to see which type of transaction was which, so I was able to spot the refund straight away. I was impressed by this.” NatWest I App from Bank I Fairly Positive I Much More Likely to Choose Next Time I Very Relevant.
Although Experience Reach for Paid communications is lower this week (38%) and below benchmark (44%), Earned Experience Reach has increase back to ore-COVID levels.
From a Paid perspective, HSBC’s local heroes and support for businesses were well received. This week we see the poster’s welcoming businesses back from lockdown being appreciated.
“Bank sounds really supportive of business owners. Great – really positive to see banks supporting business owners.” HSBC I Poster/Billboard I Fairly Positive I No Difference
Leverage Earned communications
On the earned front, Nationwide has had positive press this week, due to the lowering of its mortgage requirements.
- Keep customers informed
- Create positive engagement through Owned Channels
- Ensure advantageous actions are visible through earned and paid channels
Mark Thompson, Experience Director & Kaat Defreyne, Senior Experience Executive