Neticle media monitoring company checked what internet users say about the banking services on online platforms. Based on the online mentions of the top 5 Romanian banks, there are areas which need improvement. What service items banking clients complain about the most and what areas of services are they satisfied with? What can help banks to establish a strong and positive reputation? Check out the details in the article.
With the help of automated social listening tools, we can discover customers’ current opinion about any brand, product or company – also, how it changes over time and what are reasons behind these changes. By collecting and analysing social media comments of a brand real-time, we can uncover those service areas and product features what customers dislike the most – these factors will damage the user experience of a product and make customers less loyal to the brand — and those which customers most satisfied with – these factors are the competitive edges of products and the most beneficial aspects of services according to customers.
During the current research, Neticle collected and analysed the online mentions about the top 5 Romanian banks. All relevant articles, social media post, comments, forum threads, blog articles, Instagram captions were analysed. Based on these data, especially on social media comments which reflect the most honest and direct opinion of customers, we can safely say that there are 4 service areas which need improvements in order to make the clients more satisfied with banking services. The data also show, what kind of actions have a positive impact on the reputation of financial institutions. Here are the top 4 weak points of banking services.
The not working and regularly freezing mobile applications make customers lose time while leaves them frustrated and dissatisfied. These are the most frequently mentioned buggy features in order which customers complain about the followings:
- Fingerprint authentication (fingerpring login) process does not work
- Software updates do not run on Android Pie and Android 9
- Real-time account data cannot be checked on mobile (it takes 2-3 days to be updated after transfers)
- High monthly fees
By improving these app features and eliminating the bugs, banks can gain more satisfied customers and more loyal clients to themselves. Also, if they success to develop the best mobile application on the market, it will take them a lot of steps ahead of competitors as there is a huge need for arrange everything (including paying bills, making money transfers and other everyday financial activities) via mobile.
Among the positive product features, user friendly interfaces can be mentioned, which customers describe as “easy-to-use” and “intuitive”. It seems, the UI of applications are developed appropriately. Some suggest to include QR code scanning for faster payments, which may be worth considering by product and software developers of banking applications.
There are many problems with the credit cards. Clients complaints about
- blocking cards without notification,
- problems during money withdrawal,
- increasing fees for withdrawal and card use (paying by card),
- missing SMS notifications about card use, and
- delayed delivery of newly ordered credit cards which can take weeks to arrive.
Again, re-considering commissions, re-checking SMS notification and alert systems, and improving the logistics and delivery processes, banks could easily acquire more engaged customers and find themselves in a very advantageous position on the market by taking suitable actions based on these actionable insights, aka initiating these changes to improve their services. Listening to your customers easily shows you what to do to be the market-leader of your industry.
Commission and other fees
High commission and interest rates also bother bank clients. Many questions the “unreasonable” profits of banks year after year, and they feel the lose their money by opening saving or deposit accounts because of the diverse fees clients made to pay for different services. More transparent systems, educational campaigns, more information on websites and prepared customer support employees can help this situation and make the clients understand what they pay for through these fees.
Unmotivated and “incompetent” customer support team also result in losing clients. In fact, better customer care is one of the leading factors when it comes to choosing or leaving financial institutions. In many comments online users complained about slow administration processes, unavailable customer service via phone, unanswered emails and messages. In the era of customer experience, banks (and other service providers) should take such complaints seriously. Internal trainings for employees, more thorough recruiting and admission processes can be the first step the handle these problems.
Supporting good causes can positively affect banks’ reputation
Although the problems mentioned above definitely need to be solved and banking services certainly need improvements in some areas, not all customers are unsatisfied.
As mentioned before, many likes the advantages of special cards like Mastercard. Aside from buggy (mobile or online) systems, many clients find the application interfaces user-friendly and intuitive, very easy to use.
Besides, supporting events, schools, cultural events, (financial) innovations and promising solutions, or funding startups or the growth potential of companies make a positive impact on banks’ reputations. In the online press, articles mention banks’ names in a positive context. CSR-projects and any kind of programs that serve educational purposes (e.g. organizing trainings or workshops for professionals to take a step ahead in their financial careers, or for beginners or young adult to help them acquire basics financial skills and knowledge) can help banks gain more clients and position and distinguish themselves as a socially aware competitor on the market.