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After having denounced the incident through social networks, the BBVA CM failed the complainant by demanding that she continue with the requirements requested by email, despite having promised the solution to her complaint.
The request for two death certificates shows certain types of policies that banks currently follow.
One aspect that we must not lose sight of in this reporting exercise is the role of social networks to be able to publicize both good and bad practices.
A new chapter of complaints for poor service has been written on social networks and this time the protagonist is BBVA, after the complaint made by the daughter of a user of this banking institution.
These types of incidents highlight the value that social networks have acquired in the communication that companies reach through these media and how it is that, under this dynamic, they have been establishing social media marketing practices increasingly focused on solving such tasks.
Undoubtedly, social networks seem to play a very important role in communication with brands and in this exercise, a crucial aspect to take into account is that which has to do with the way companies engage with the consumer.
A new complaint for poor service against BBVA
With a desperate message in which a network user has questioned BBVA “Do they also want the ashes?”, A claim against the bank shows what, in the opinion of the user, are the incongruous policies that the institution has, to give of download an account.
The user @pam_delru has written that after a year of having registered the sensitive death of her mother and having started the withdrawal process at BBVA, after this long period the institution, she says, continues to postpone the process with a series of requirements such as the fact that the insurer requests a death note from the doctor who certified the death, along with a death certificate.
The request for two documents that certify the death of a person seems to be an excessive practice on the part of the bank and a regrettable precedent of how the institutions currently operate.
After the complaint, the brand responded to the user online and failed her again, when she answered in DM and exhibited the solution that BBVA’s CM found, suggesting that she comply with what was required of her by mail.
Complaints for poor service and the challenge in social networks
Social networks are important communication channels and a crucial aspect in this is the one that has to do with the way brands perform in this segment and the capacity with which they have managed to innovate with the consumer.
From this dynamism one element is clear and it is the ability that brands have before consumers to be able to determine new practices in the market and what is more relevant, the value of being able to successfully position themselves in the cases with which their buyers and users arrive to be solved.
This requires better training of social media marketing resources and the elements that help to scale the value of a brand, through these means and starting from the values and the brand objective, with which to face these problems and the way in which they are solved, since the opportunity to find solutions that define the role of a brand and its value before the consumer depends on it, who at the end of the day recognizes the coherence in the companies, which they manage to carry its values to the solutions it offers them.
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