The play: Social customer care isn’t just for digital-first brands
Posted: Wed Jan 22, 2025 8:32 am
The stakes are high, but that doesn’t mean financial companies can ignore social altogether. The opposite is true. Being engaged on social is vital to protecting their brand and retaining customers. For example, the 170-year old PNC Bank is dedicated to ensuring consumers’ financial wellbeing. And that includes on their service channel of choice: social media.
A screenshot of an exchange between PNC Bank Help and a user who is trying to set up an online account. The PNC Bank care team asks the user for more details, and responded with a message that has a "Send us a private uk b2b leads message" button.
Their team responds to customer needs thoroughly and professionally—while protecting consumer privacy and remaining compliant. They make it easy for users to send private messages with the click of a button, and do their best to fully resolve issues without sending customers to a different channel.
A screenshot of a proactive post on X from the PNC Bank Help account that reads: Good morning! How can we assist today? Message us if you need us!
They are so committed to providing service on social, they proactively ask their customers how they can assist them on a regular basis. PNC Bank’s customer care on social stands out in the crowded financial services industry. According to Sprout Social Listening data from January 13 to February 12, 2024, PNC Bank has a 64% positive sentiment rate, which is 8% and 12% higher than its two biggest competitors.
Consumers expect real-time interactions with legacy brands, like financial service institutions, healthcare providers and government agencies too. Brands in regulated industries need a plan in place to address compliance risks and guidelines, so they can show up for their customers. Remember: The greatest risk to your brand is a customer experience filled with friction.
A screenshot of an exchange between PNC Bank Help and a user who is trying to set up an online account. The PNC Bank care team asks the user for more details, and responded with a message that has a "Send us a private uk b2b leads message" button.
Their team responds to customer needs thoroughly and professionally—while protecting consumer privacy and remaining compliant. They make it easy for users to send private messages with the click of a button, and do their best to fully resolve issues without sending customers to a different channel.
A screenshot of a proactive post on X from the PNC Bank Help account that reads: Good morning! How can we assist today? Message us if you need us!
They are so committed to providing service on social, they proactively ask their customers how they can assist them on a regular basis. PNC Bank’s customer care on social stands out in the crowded financial services industry. According to Sprout Social Listening data from January 13 to February 12, 2024, PNC Bank has a 64% positive sentiment rate, which is 8% and 12% higher than its two biggest competitors.
Consumers expect real-time interactions with legacy brands, like financial service institutions, healthcare providers and government agencies too. Brands in regulated industries need a plan in place to address compliance risks and guidelines, so they can show up for their customers. Remember: The greatest risk to your brand is a customer experience filled with friction.