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"Unique
opportunities exist for social media to improve performance within consumer
financial services in areas such as insurance, credit accounts, loans and
personal investment"
We stand on a precise, stepping into a new era,
a time of enormous changes and uncertainty characterized by emergence of a
truly borderless, interconnected global economy. Dr. Robert Rosen founder of
Healthy Companies International described 21st century economy as
being the world’s youngest economy, fueled by the spread of free markets and
democracy around the world.
Ours is a unique place in history.
One that had a brief taste of the Industrial
Revolution. Then to the wake of an
intercourse with the powerful grips of the 21st century Electronic Information Revolution and Global Economic Interdependence. A dynamic and ongoing process,
globalization, involves the integration
of markets enabling individuals and corporations to reach the world farther,
faster, deeper and cheaper. We live in a networked, interconnected world with
computer device embedded in telephones, cars, televisions and household
appliances. The internet and electronic commerce are dramatically changing how
we do business.
As in all other business sectors, unique
opportunities exist for social media to improve performance within consumer
financial services in areas such as insurance, credit accounts, loans and
personal investment.
Financial products are tangible and often
complex; consumers find it difficult to make comparisons across offerings, even
within the same category, and often seek out an advice (either professional or
knowledgeable acquaintances). In the wake of technological revolution, social
media provides a way for consumers to learn from peers and ask questions in a
safe environment.
Social technologies cans also provide organizations
to have valuable insights into consumer behavior and attitudes that they can
use to refine products and branding. Consumers are increasingly willing to
interact with financial service providers who have online presence on the
especially on popular social sites like Facebook, Twitter, Google+, LinkedIn,
YouTube, Pinterest, Delicious and other less popular ones.
Getting
customer insights from social media.
Social media can be great tool for financial
institutions anticipate future customer needs. Demand for many financial
products is tightly bound to significant life events such as buying a home,
switching job or customary obligations. Social media can provide a window into
these events, allowing sales representatives and advisors to engage customers
early in their financial journey and keep track of life events to identify
cross-selling opportunities.
Potential benefits of social technology as well
as key challenges are discussed.
Enterprise collaboration
There is an even larger
opportunity for social technologies to create value for financial companies
through enterprise collaboration-using social technologies for internal
communications and knowledge sharing.
Large number of banking and
insurance company employees is interaction workers whose jobs involve
independent judgment and direct interaction with other employees. They are
employed in complex organizations with network of branches, multinational
operations, and multiple lines of business, and have much to gain through
improved communications and collaboration.
2 Customer information and
fraud detection
Most social technology
implementation in the sector so far has been in the marketing and customer
service, usually using well established social platforms to reach consumers. According
to Digicel statistics, the site is set to become more entrenched in our daily
lives. The number of registered PNG
Facebook users online currently hovers around 65,000.
Others such as Twitter,
LinkedIn, and YouTube are also common in PNG, though not that popular.
Some of the most sophisticate
financial institutions globally have begun to explore social media as a source
of consumer data and information that were previously not available-such as
age, education attainment, and current or past employers –can be used to build
a more accurate risk profile to calculate credit scores and prices insurance
premiums. Although only a few international firms are using social technologies
for this purpose, it has significant potential and will likely be an aspect of
many firms’ social technology strategies in the future and PNG is not immune to
global ICT revolution.
The largest opportunities for
consumer-facing financial institutions are in the customer insights and sales
and marketing.
Social technology can enhance
fraud detection well as decrease incentives for fraud by tracking connections
in social media.
3 Other areas where potential benefits exist
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Product development teams can monitor digital communities where customers
share
opinions and views on products and services, and they
can use this information to shape the
direction of product development.
Operations and distributions represent a significant share of total
cost for consumer
banking and insurance companies. Social technologies
can help improve collaboration (and
raise productivity) across large, geographical
dispersed operational networks.
Sales and marketing constitutes a significant cost for financial
institutions. Institutions
spend hundreds of kina to acquire each new customer.
Social technologies have greater
potential to make this spending more productive, particularly for
customer acquisition, and
to reach a large number of customers and potential
customers in less intrusive and more
effective way.
Key challenges
There are challenges for financial institutions
associated with the rise of the social economy. Regulations and privacy, not
being a center of discussion today, may become issues to be talked about. These
are ongoing issues in the global financial fronts. Issues requiring management,
and social technologies can have disruptive effects including the emergence of
new players that provide their service on social platforms.
Social media complicate compliance; companies must
document how they comply with regulations that govern what they can say about
their products or how they solicit customers, whether the customer comes to
sales office or visit a company social media page. Often regulations inhibit
use of social media; in insurance for example, only licensed agents are allowed
to approach customers. Also publication of insurance and banking services
content is strictly regulated and often requires lengthy disclosures about
investment risks. Players in this market
will need to invest in technology solutions
and processes that enable them to use social
technologies whilst complying with relevant regulations.
Finally, many financial service companies may face
organizational barriers that could inhibit productive use of social
technologies. Given their size and
complex structures, large banking and insurance players may find it challenging
to shift quickly to new operational models that would let them capture the
productivity benefits that social media make possible.
Social technology is here to stay. It is where people
congregate, share information and, increasingly, consider and execute purchases.
Social technologies have proven their value in improving organizational
performance. Financial services have enormous opportunity to reap the benefits
of social technologies, but will need to invest in the talent and capabilities
to do so. It will be money well spent.