Customer Service on Twitter - Proactive or Reactive?

Create a vendor selection project & run comparison reports
Click to express your interest in this report
Indication of coverage against your requirements
A subscription is required to activate this feature. Contact us for more info.
Celent have reviewed this profile and believe it to be accurate.
14 July 2009
Jacob Jegher
A flurry of banks have joined Twitter and setup their presence in an effort to communicate with customers, market products and solve customer service issues (see my blog entry on What Banks Can Do With Twitter). It's a great idea and has made many customers quite happy, particularly if they get an instant response to a problem they are encountering. As Twitter evolves and more people join the fray, a new type of user has emerged - the anti bank. A slew of Twitter users have emerged with the sole purpose of tweeting about how much they dislike their bank. I have noticed a growing trend of twitter user names comprised of "bank name" followed by the word "sucks." I did a quick search to test my hypothesis and was quite surprised at how many users popped up with this naming convention. I found anti-bank users for BofA, Wachovia, Wells, SunTrust, Chase, TD Bank, etc. It appears to apply to credit unions as well (e.g. Navy Federal). Many of these have just a few followers, while others have a large following. For example, @BankOAmericaSux has over 1,200 followers! The goal of this post is not to single out these banks, but rather to point them to what they should do:
  • Banks need to monitor for new anti-bank Twitter Users. More anti-bank users will pop up and their follower base will grow. It is important for banks to manage their brand and make sure their company name is being used appropriately. Banks also need to watch for username squatters who will try to social engineer credentials from unsuspecting customers (see my post, Social Networks Are Not Secure!)
  • Banks should reach out to followers of anti-bank Twitter users. It's one thing to be proactive when dealing with a customer who approaches you on Twitter, it's another to go after those who are expressing and publicizing their problems. Banks need to reach out to these people and solve their issues before they draw too much negative attention to themselves or get into a "United Breaks Guitars" situation.

It's impossible to make everyone happy, but if a bank has established a Twitter presence they need to understand and react to these types of situations.

Insight details

Insight Format
Geographic Focus
Asia-Pacific, EMEA, LATAM, North America