SNS Bank
The Client
The SNS Bank is a retail bank, ranked in the top 5 of Dutch retail banks. The customer chooses which products suit him and how he wants to communicate with the bank. The SNS Bank plays an important advisory role for the financial decisions that its customers are making. The contact is in most cases personal through a meeting at one of the banks offices or on the phone with the SNS Bank customer contact center. The Internet is, however, becoming more and more important as a communication channel, since the bank wants to be available for everyone, anywhere, any time. No matter what the subject is: withdrawing cash at an ATM or advice on a mortgage.
The Challenge
The number of products and services that are offered by retail banks to their customers, has grown dramatically over the last decade. The competition is more present than ever and the customer loyalty is not the same anymore as ten years ago. The customer demands service, through the channel he prefers, at the time that he likes and in his own language. SNS Bank started a new initiative to meet these demands of their customers and improve their customer service. The quality of answering questions was of vital importance in this project. Real time insight into the questions of customers was another challenge. For that was the key to adjusting the content of the website to the needs of the customers.
The Solution
The introduction of the question and answer facility on the website of SNS Bank in 2004 marked an important step towards better customer interaction. Q-go implemented its website search solution and made sure that customers of the bank always get relevant answers to their questions. Q-go not only shows the direct answers to the question but also provides links to related information that might be of interest of the customer. To help the customer even more to find the relevant information, SNS Bank and Q-go have categorized all questions by product and embedded to the top Frequently Asked Question into the main product pages of the website. These context sensitive FAQ's are updated every night based on the actual number of customers that really asked those particular questions. Through the use of the Q-go product and technology, SNS Bank has gained valuable information on the question that its customers are asking, up till the product level!
The Successes
The Q-go question and answer module is a big success for the bank: a huge number of questions are now being handled completely online. Besides that, the number of website visitors that access the FAQ's, has increased enormously. Customers immediately get access to the most common questions whenever they open up a product page, and with success: FAQ's are being read a lot more than before. SNS Bank has gained through Q-go's product and technology both an up to date insight into customer questions and a higher online conversion.
