In the forum section, customers can ask open questions. This is where free dialogue takes place. What the community managers see is that there is a lot of discussion about local themes. A topic that recently caus a lot of interaction was about account statements. At the moment, you still get them on paper at home, but they are also available as a download in the online banking portal. In many cases, members no longer had a ne for paper statements, while the bank expect them to. ” service quality and after-sales guarantee Paper statements are outdat anyway”, and “I’ll download them myself when I ne them” were some of the reactions.
How do you ensure success?
Rabobank has set up an implementation process for how local banks can invest and apply community management. Five co-creation sessions have been held with local banks to jointly tackle the project. For internal collaboration and mutual communication, there is a Yammer group, in which local colleagues involv in the community exchange experiences.
Process DMMJB
‘Think along with your bank’ community approach
The mission is clear: our own members are central. Rabobank helps local banks to communicate with their customers in a new way, to get a taste of what is going on in the customers’ environment. All local banks (100 is the target) are connect. At the moment
The current community manager, Levien den Boer, explains: “The success of the community is in all respects the marketing list result of cooperation. Both between bank and members and between Rabobank Nerland and local Rabobanks. In the relationship between central and local, we are always looking for ways to complement each other. Members see my general topics alongside the local topics of their own bank. Where possible, I hook up with local banks, if a forum question from a customer why do media need email newsletters? experience of the creators of the kit newsletter can be pick up locally. We really do it together.”