Is NAB Having Post ‘Break Up’ Afterthoughts? [Crisis Management]

As most of you already know, I am about to wrap up a successful business trip in Singapore and Australia.

My schedule in Australia was already packed with many business meetings and social media workshops lined up with many financial institutions.  But I was delighted to see so many news and events took place in Sydney in the last ten days: Commonwealth Bank’s launch of Kaching‘ – their innovative payment application for iPhone –, the launch of ‘‘ – a payment service on twitter (via PayPal) – (I recorded a video interview last week), and last but not least, yesterday’s bit of a ‘crisis management’ for the National Australia Bank (NAB) and its controversial rate cut.

Eight months ago, I wrote a comprehensive post on NAB’s award winning‘the Break Up’ campaign which I qualified as a ‘traditional marketing campaign with an efficient social media push’.Back in July, NAB followed up on the break up with ‘the honesty experiments‘.
Mike Shurlin – NAB general manager cards and personal loans“Whilst this move is something that might make us unpopular with the other banks, we know that both new and existing NAB customers deserve to be treated as the honest people they are.”Just a few months after having enjoyed some excellent PR ‘success’ and somehow managed to convince a fair amount of Australians to switch to them, NAB is now experiencing the other side of social media: negative word-of-mouth.Basically, yesterday NAB has split from its three major rivals (again), cutting its standard variable mortgage rate by only 20 basis points.  This strategy has been covered in the press on sites like:
ABC News – NAB holds back on rate cut
Herald Sun – NAB short-changes home loan customers with a 20-point rate cutNAB-CrisisThis move comes just a week after the bank announced a $5.5 billion record profit.  Once more, timing is everything.And we didn’t have to wait for too long either to start seeing tweets from angry customers…NAB-Tweets
And you can find a significantly higher number of unpleasant comments onthe official NAB facebook page.
Please find below a few of the comments found on the page today (3rd November 2011, 6:30pm local time).NAB-Facebook-Comments

What do you think?

Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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