Until just over a decade ago, the digital universe was a field that was basically uncharted by some companies, especially as a communication tool. However, over the years, the digitalisation of things has not only become a driver of change and evolution in society, but has also led to the fourth industrial revolution. We can see it in our day-to-day lives: Digital sales, virtual meetings, the constant use of data, the internet of things or social networks, to mention just a few examples. As a consequence, this phenomenon has generated new needs within organisations and, consequently, new job profiles as well.
For this reason, a few years ago, we started hearing about the Community Manager (CM) figure, or the person responsible for the internet community. In general terms, we can define the CM as the professional in charge of managing an organisation’s online community, creating and maintaining stable and lasting relationships with its customers and digital followers. However, this figure becomes even more relevant, being often under appreciated, if we understand that it is an essential part in the field of external communication within a company. The CM is the eyes and voice of the organisation in the digital universe. It is not only the content that passes through their hands, but also the treatment given to users, the quality of the responses, the tone, the originality, the proximity, etc. In short, everything that has an impact on the reputation of a brand.
For all these reasons, on the occasion of #CommunityManagerDay, which has been celebrated on the fourth Monday of January since 2011, at Banco Sabadell we would like to highlight the work of all the professionals who make up the social media team, thanks to whom we have managed to become one of the financial institutions with the best digital reputation in the sector in Spain.
Banco Sabadell in the digital universe
Banco Sabadell’s journey in social networks began early on, back in 2007, and the community and the team in charge of managing it have not stopped growing since then. Three years later, in 2010, the bank began to participate actively in different social conversation spaces and only a year later it decided to implement a 24/7 service through the Direct Branch, with the aim of being close to its customers and being able to respond to their queries at any time of the day.
Nowadays, Banco Sabadell has 33 profiles in Spain, in five channels: Twitter, Facebook, LinkedIn, YouTube and Instagram. All together, the bank has an audience of over 410,000 followers. In order to meet the demands of this volume, the Banco Sabadell Group has a committed, agile and professional team of customer service agents.
Close to the customer
One of the peculiarities of social media is that, despite the obvious physical distance between agents and users, the relationship between both parties grows close, especially during times as tough as those we have been experiencing for the last two years. For Reyes, community manager of the Social Media Service team in the Banco Sabadell Group, “it is a source of learning every day and has made it easier for us to contact customers at times like the one we are going through right now, which would not be possible in any other way, given its immediacy and ease of access”. Patri also mentions that “this channel allows us to communicate fluently and help customers quickly. It is gratifying to work on this channel, especially when clients value the work done with love”.
Another aspect to highlight, according to Raquel, is “being able to give them a personalised treatment and have a much closer contact with our users, something we love. This allows your doubts to be solved immediately and efficiently”. And it makes sense, as this type of work has a fundamental service vocation. “We love to help the customer in everything they need and that is why we offer fast and close 24/7 attention” explained Gerardo. In addition, for Eli B. the priority is “speeding up the procedures that are presented to us in a quick and simple way, and to follow up on them until they are resolved”.
The digital world also allows us “to be connected with our clients from anywhere in the world”, says María, who also insists that “we love being able to be on the other side at all times and know that we have been able to help you with your queries”.
Finally, our colleagues have also appreciated the nice work atmosphere and the camaraderie that is generated on a daily basis. In this sense, for Carmen “being part of a team as important as the Social Media team is very comforting because of the group we have, where we work side by side”.
For all these reasons, at Banco Sabadell we would like to join in thanking and congratulating all those people who enable us to offer the best possible service to all our customers and digital followers, in a professional, friendly, attentive and effective manner.
Happy Community Manager’s Day!
