first direct and guests discuss Social Customer Service at Social Media Week London
first direct are hosting their second Social Media Week London event with a panel of key figures from the financial services industry. The recently released “The Rise of the Social Customer” research, commissioned by first direct and authored by ItsOpen, looked into the requirements and expectations of the new socially-enabled customer. The panel will discuss their views, challenges and successes around delivering social customer service in this new environment.
The panel, entitled ‘The Future of Banking: Social Customer Service’ brings together the media with both established and new financial organisations:
- Natalie Cowan, Head of Brand at award winning first direct,
- JP Rangaswami, Chief Scientist at Salesforce,
- Lauren Anthony, Senior Customer Experience Manager at HSBC
- Giles Andrews, co-founder and CEO from innovative lender Zopa
- Bridget Treacy, a data & privacy expert at law practice Hunton & Williams
- The discussion will be chaired by Liz Lumley, Special Projects Editor of Finextra
Our audience have submitted some thought-provoking questions in advance of the event, which we’ll be putting to our panel to frame the debate. We’ll commence with a question posed by @n8tvo: “aside from regulatory questions, what evidence is there that people like or want social customer service or that it is appropriate for financial services?”.
The panel will cover the tension between openness and regulation: according to the first direct research, “the rise of the social customer demands that companies become more open, authentic and responsive in their communications” – however banks and financial services organisations are regulated by the FSA, and must operate within this tightly regulated environment.
The panellists will explore the structure and process of organisations evolving to accommodate the social customer – including multi-channel listening, responding & knowledge sharing through new technologies, new structurally integrated customer service teams, and tapping into customers as a resource to support customers.
Another key concern outlined by our audience is data protection and privacy, one customer asks ‘how to protect customer data?’ in the new era of social communications, while a marketer asks ‘how accommodating are compliance?’ – great questions which will outline the issues and challenges around delivering social customer service.
Why not join in yourself? Register your question here for a chance to be selected as part of our audience, and follow the debate via @first_direct or @BrassAgency on twitter #SMWLDN