How WesBank Used Brandwatch To Service Customers Optimally During Uncertain Times
The WesBank brand provides instalment, lease and fleet agreements for motor vehicles and business assets. They wanted to understand their customers more so that they could offer better solutions in critical times.
Project Overview
Brandwatch analysed conversations around COVID-19 to understand customers' pain points to create better customer care during the pandemic.
WesBank marketing team
Marketing and Commuications devision
The Problem
- Lack of Market Insights: Digital Optimisation needed comprehensive Pan-African insights to understand their clients’ markets better.
- Inconsistent Performance: Achieving consistent client performance was challenging without reliable data.
- Time-Consuming Decision-Making: Making business decisions was taking too long due to the lack of precise data.
- Limited Data Credibility: The existing data and research offerings were not establishing them as credible data experts.
The Strategy
- Find and analyse conversations around how COVID-19 had affected customers and what their pain points were.
- Inform the decisions of how to assist customers during the peak of the pandemic.
- Establish customer frustrations and successes in order to be able to fine-tune the processes (like rolling out the COVID-19 payment relief solutions) accordingly.
- Listen in on conversations of ‘competitors’ and benchmark COVID-19 relief efforts roll-out against other financiers.
- Conversation volumes around payment relief efforts by their brand and competitors.
- Emerging topics from these conversations.
- Sentiment on these conversations as well as the major sentiment drivers.
- Their brand’s share of voice in these conversations.
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Key Results
🏦 The biggest and most common complaint during the peak of COVID-19 was that financiers were taking a long time to confirm whether customers had qualified for payment relief. This spoke to the anxiety of customers during the uncertain times.
🚗 The most dominant sentiment for the payment relief efforts by vehicle financiers was negative. This informed continual fine-tuning of processes.
🐦 The majority of conversations on this topic happened on Twitter and having a Support channel dedicated to customer queries assisted in streamlining the community management.
Wesbank was able to achieve its goal of staying abreast with COVID-19 and lockdown regulations’ impact on their customers. Further success was achieved through knowledge about how relief efforts were being received without spending too much time on gathering and analysing this data.
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