NAIROBI, Kenya
Commercial banks in Kenya will need to rethink their client engagement models as social media becomes the most preferred channel of communication for bank customers. This is according to findings of a survey by the Kenya Bankers Association (KBA), indicating that nine out of 10 respondents would rather communicate with their bank through social media platforms such as Facebook, Twitter and WhatsApp.
The survey found out that Kenyan banks mainly communicate with their customers through phone calls, SMS alerts, email and postal mail. In addition to this, approximately 19 banks have a presence on social media sites such as Facebook or Twitter. “It is impressive to note that banks are leveraging on the proliferation of smartphones and development of ICT to engage their customers. Banks are increasingly using the Web to convey product and marketing information, company news, industry news, and to respond to customer complaints,” KBA Chief Executive Officer, Habil Olaka, said during a media briefing in Nairobi today.
Mr Olaka added: “Today, customers are able to quickly raise their issues through social media, and these websites have become important platforms for banks to build relationships with their customers. Moreover, social media provides an effective platform for banks to inform and educate their customers.”
The survey’s respondents indicated that when they are engaged on social media, they would like educational information that is not related to product marketing. However, they acknowledged that it is an effective sales channel, which can be used for the twin roles of engaging and educating customers while marketing products and services. Interestingly, while bank customers encouraged more Web activity, they remain sensitive to online security, with only 40 per cent of the respondents indicating willingness to share their account details online.
Meanwhile, KBA has unveiled its new upgraded ‘My Chat with a Bank CEO’ social media platform, which targets the banking public. Created in 2012, the platform features different bank CEOs hosting hour-long live Web chat sessions on various topics. So far, 17 CEOs have hosted the fora.
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