Barclays bank aims to convince banking customers of the value of mobile banking with a tactical video marketing experiment tapping a limited form of the voice of the customer.
Driving self-servicing is critical to any financial services firm, and mobile banking plays a critical part in strengthening the relationships with your banking customers.
Barclays Bank recently conducted what they call the ‘5 sceptics, 5 days’ experiment: they invited 5 banking customers reluctant to use the Barclays Mobile Banking app to use it for 5 days.
Let’s find out if using the app ‘changed the way those banking customers bank’.
I invite you to watch the following videos on YouTube:
- 5 sceptics, 5 days. Can the Barclays Mobile Banking app change the way they bank?
- 5 Barclays Mobile Banking sceptics. Could we change their minds?
- Yolanda: 5 days for the Barclays Mobile Banking app to change a sceptics mind
- Simon: 5 days for the Barclays Mobile Banking app to change a sceptics mind
- Sally: 5 days to change a Barclays Mobile Banking app sceptics’ mind
Voice of the Customer & Digital Transformation
I’m a big champion of company-wide voice of the customer programmes, fully integrated to your omnichannel banking strategy. If planned and implemented well, customer reviews and customer stories have the potential to drastically transform your whole organisation and help you improve not only your products and services but also your processes and eventually contribute massively to your business goals.
Two of the key success requirements of those programmes reside in the authenticity of the customer feedback and the profiling of those vocal customers.
Then and only then, the voice of the customer will help you to successfully turn your customers into champions and true brand advocates.
Those customer reviews rely on Bazaarvoice’s platform and solutions. I used to be their Sales Director – Financial Services EMEA back in 2011.
Voice of the Customer, but only tactical
Here Barclays delivered a clever marketing initiative tapping the voice of the customer tactically and in a controlled environment. And if it’s very unlikely the experiment will have an major direct impact on the adoption rate and activity level of the Barclays Mobile Banking app, it still a step in the right direction.
In my opinion, the impact of this initiative will be limited due to the following key criticisms Barclays banking customers might express:
- the opacity of the selection process
- the format of the experiment and the video shoot itself (scripted?)
- the small group of customers (statistically insufficient)
- the lack of a broader range of profile information on the participants
Last but not least, I’m curious to see how Barclays plans to leverage those videos. Where will they embed them? Will they even use some of the quotes in their customer outreach strategy?
Facebook Customer Audience Targeting
By the way, please note that more and more leading financial institutions have successfully boosted the adoption of their mobile banking app among their customer base on Facebook thanks to the custom audience targeting feature introduced last year.