To ensure that the results stick internally, topic owners within the bank submit questions to the community managers. since ruc costs faster andThe community manager draws up a summary and analysis of the responses (usually around 30 to 60 responses per topic). The internal topic owner implements the change and links this back to the community manager. The latter then places this in the community. To keep all Rabobank employees involved, a newsletter with content from the community is sent out once every two weeks.
The primary objective of the community is to give members influence. To test whether this objective is achieved, Rabobank will use exit surveys to ask the opinion of visitors.
BadgesGoals for the future
In the long term, the goal is to use the community as a service platform, where members help each other. The bank is investigating the possibilities and challenges in this area.
The ambition is to bundle recurring questions from consumers and make them centrally available. In order to make these answers to frequently asked questions findable for customers, a good search function on the platform is important. The use of gamification elements is also being considered, in order to further stimulate participation within the community.
Active participation is rewarded with badges
In January, badges were introduced, which reward active participation in surveys and the forum with badges. The +1’s are also actively used by the members. These lead to more interaction and overall the community is becoming more active.
International examples of customer communities in the banking sector
Banks are also active internationally with customer communities. An example of this is the Danish investment marketing list bank Saxobank . In January 2014, the informative website Tradingfloor.com was converted into a platform where investors share their purchases in real time and thus advise other customers. you will be full of adventure According to research by Jive (pdf), organizations that use online communities often have improved customer retention and they often have more loyal customers.
What inspiring examples of customer communities do you know that fit into this list?
Update: Gwen Meesters has now handed over the role of community manager to Levien den Boer.