How Lloyds Bank Crushes Customer Service on Twitter
Lloyds Bank, a British retail bank with branches in England and Wales, was founded in 1765 but has jumped into the social age with alacrity and skill.
In addition to being able to address more customer concerns, Lloyds benefits from its Twitter customer service presence by engaging a younger audience — the audience that will wind up being an older audience with more funds desirable to the bank.
But Lloyds Bank’s true expertise in the customer service-on-Twitter game is using their presence on the 140-characters-or-less network to carry out multiple missions: addressing customer concerns speedily, building a community with customers, showing customers they’re not afraid of tackling and resolving complex issues, redirecting issues they can’t resolve, and publicizing wider company initiatives.
For Lloyds Bank, it’s a winning combination. Here’s a breakdown of what they’re doing right.
They Keep Average Response Time < 20 Minutes
16 minutes, to be exact.
That’s well below the social audience’s expectation of reply within 60 minutes. It’s especially impressive considering that @AskLloydsBank was mentioned 8,102 times between October 1-October 16. This implies a solid understanding of how to triage quickly and effectively on the part of Lloyds Bank’s social customer service team.
The outcome? Lloyds Bank makes customers with critical questions feel heard and dealt with almost immediately — a vital trait for a brand which handles people’s money, a central part of their livelihood and major source of anxiety when issues arise.
They’re a 7-Days-A-Week Operation
@AskLloydsBank is open for questions and concerns seven days a week, 7 AM-10PM from Monday-Friday and 9AM-5PM on Saturdays and Sundays.
These hours show a true commitment to addressing customer service issues on Twitter — a smart move, since this tactic lifts some volume off their call center.
You Don’t Have to Contact Them
@AskLloydsBank excels at reaching out to customers who haven’t directly contacted them, both in positive situations:
When Lloyds reaches out to customers praising them indirectly, they reinforce the community bond they’re hoping to create with customers. When Lloyds jumps in to address a customer complaint that’s indirectly leveraged their way, they prevent a possible negative conversation about their brand from occurring on social and help resolve a customer issue. Two birds, meet one stone!
They Guide Traffic
A substantial number of @AskLloydsBank’s replies to customers in the past two weeks were devoted to directing customers to the proper outlets for their questions and comments.
It should be noted, however, that @AskLlloydsBank doesn’t just feed customers to phone numbers or website pages — from a quantitative analysis, their responses genuinely try to resolve issues on Twitter before taking conversations off the social network.
They’re Loyal to Broader Company Initiatives
Llloyds isn’t just putting out fires and directing traffic with its Twitter account.
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I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.