RBS Partners with LivePerson: Connecting with Banking Customers “Whenever You Need Us”

Posted by
Cristina Melluzzi
Customer Marketing and PR Manager, LivePerson International
Thursday, September 4, 2014 - 10:08

In its latest ad, the Royal Bank of Scotland (RBS) says: "Whenever you need us, we're here for you."

Today’s leading brands have gone customer centric. Especially within the financial services industry, banks must be accessible to their customers 24/7, on any channel, in real-time, at any point along the customer journey. One LivePerson customer, RBS, has committed to live web chat, 24 hours a day, and emergency cash services “for those OMG moments.”

Empowering Customers with Digital For More Than Seven Years

RBS partnered with LivePerson more than seven years ago to integrate digital services, and make more meaningful, lasting connections with customers.

Our customers want to bank online, they want to bank on the move, and they want to bank 24/7,”  said Sarah Evans, Head of Digital Customer Support at RBS.

With LivePerson’s help, RBS has created a digital, full-service support channel, accessible on any device and at any time of the day. Customers can connect with agent in real-time on chat with any banking issue or question, wherever they are. RBS can even send chat invitations to customers with questions on Twitter.

“For most of our customers, the webchat opportunity is their ‘WhatsApp’ to do their banking; it's the way they want to talk to us,”  said Evans.

RBS views chat as a teaching function rather than service function. Agents provide customers with resources and links that educate, and help customers to make more informed financial decisions. Live chat puts customers back in control of their own journey.

Aside from customer support and troubleshooting, RBS customers can also authenticate themselves through chat, which completely eliminates the need for phone calls.

What does the future of banking look like? In a dynamic industry, RBS continues to evolve its digital engagement strategy to remain one step ahead of the competition, and give its customers the optimal banking experience.

The Nature of Banking Is Changing

How often do you actually show up at your bank, in person? A trip to the bank is inconvenient for many people, but today consumers can access their bank online, at a time and place convenient to them. According to Accenture, 80% of people use online banking once a month at minimum. Another 37% expect to use mobile banking more often.

That’s not surprising, since by 2017, mobile banking users will surpass 1 billion, according to Juniper Research.

Managing personal finances isn’t what it used to be. To find out what consumers want, my colleague, Erin Kang, took to Wall Street to ask people how they like to interact with their banks. One New Yorker said, “I try at all costs not to go in a bank.” Others prefer a balance of in-person and digital, depending on the situation. Check out the video to see what others had to say.

From firsthand engagements with students and professionals, it’s clear that consumers have new expectations. Banks that don't look ahead will fall behind.

However, those banks keeping pace—like RBS—are seeing results. Thanks to digital engagement, RBS customer satisfaction is greater than 85% on digital channels, and conversion has exceeded 23% on live chat. RBS also earned a Net Promoter Score (NPS) of 45+ on real-time solutions, which ranked higher than any other service channel.

From Evans:

"An unassisted digital journey can be lonely and there is no better way than providing a service that can bring a smile to digital. Understand what your customers want from digital channels and be there 24/7. Customers want the same service no matter what device they are on and no matter what time of day it is.”

Watch LivePerson’s full customer story to see what Sarah Evans, Head of Digital Customer Support, and Joe Sikorsky, Head of Digital Media, at RBS, have to say about their journey with digital engagement.

 

Tell us what you think. How do you like to engage with your bank?

 

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