How Champlain National Bank Uses Media Monitoring

About Champlain National Bank

Champlain National Bank is a small bank in northern New York State. Founded in 1909, it’s still committed to serving the people living in the Adirondack Mountains and along the shores of Lake Champlain with the highest level of client service, while offering the latest banking services and products.

www.champlainbank.com

Sector

Financial Services

Headquarters

Willsboro, NY

Staff members

51-200

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Reputation management

In the finance industry, maintaining a good reputation is a must. Bad reviews and negative comments online don’t resonate well with people who trust you to take care of their money. "When it comes to financial issues, making sure people have the correct information is crucial. Sometimes we encounter people online who complain about a problem they have with their account or with the Bank, but they end up sharing misinformation about their situation. We notice that when their friends respond to their comments, their information may also be incorrect, thus creating a spiral of misinformation being shared."

Champlain National Bank needs to be able to react quickly and correct any wrong information online. Mention helps by identifying negative comments as soon as they're posted. "Once we are notified of a negative comment, we can quickly respond to help resolve the problem, which we try to always handle with a phone call. The conversation almost always ends with 'thank you so much. I can't believe you cared about my issue and would reach out.' Many times these people, who were so mad at us a few minutes before, will then go back online and update their original comment, to explain how we helped them.That's always a fantastic result."

A fast response is key to keeping the negative comments to a minimum. "The quicker you can catch a negative comment online and address it, the better outcome you're going to have. Often it's just a misunderstanding, but sometimes it's a legitimate complaint, so we need to fix it as quickly as possible. Our clients who visit us in-branch might have an issue but not want to say it face-to-face to us. It’s easier to vent online, where other people can commiserate. Mention is a great listening tool to make sure that any issues our customers are having are addressed quickly. If there is an issue, we can quickly correct it to make sure no other clients will have those same issues. It's been a very effective service tool for us in that way."

1909

Founded

1/3

"If I could've written down exactly what I needed from a monitoring service, Mention checked all those boxes."

Jacqueline Hallock

Director of Marketing

Social media monitoring

Like most modern businesses, social media is an important marketing channel for Champlain National Bank. But as a bank, they need to be careful. "To be a bank and join social media isn't quite as simple as signing up for a page. We had to put policies in place because our industry is so highly regulated." One of these policies was the need to have detailed social tracking in place. “In closely controlled industries like finance and health, it pays to know what's being said about your business.” "Even though there are some great tools available right through those social media channels, I didn't feel it was enough. I investigated options and came across Mention. If I could've written down exactly what I needed from a social monitoring service, Mention checked all those boxes."

"I can't imagine that any business doesn't need this tool."

Jacqueline Hallock

Director of Marketing

Monitoring customer feedback

Social media is also a valuable source of feedback and comments about your business and its performance. This can supplement - or even replace - the old fashioned approach of focus groups and polls. "Companies pay a lot of money to survey their customers and learn what they're thinking. This is a tool you can use to hear what they're saying in real time, when they need you the most. That's the kind of data that you can really make decisions with."

Trying to do this without good tools is just setting yourself up for failure. "If you think that just getting alerts from your social media platforms is enough, it's not. You're missing the rest of the internet."

"Sometimes Mention catches things before any of the social media sites notify me, which is incredible. I can't spend my entire day monitoring social media. So I really rely on my Mention alerts."

Jacqueline Hallock

Director of Marketing

Effective reporting

Champlain needs to be able to show social media records to its board and management. Without good reporting tools, this could be a nightmare. "Banking is all about record-keeping and making sure that we're on top of what we're supposed to be on top of. It's important for us to know what's being said about the bank so that we can show the most important stakeholders."

Champlain National Bank also needs to be able to keep records of what’s being said on its social media pages. Without good reporting tools, this could be a nightmare. "Banking is all about record-keeping. Once a month I use Mention's reporting tools to download every time we've been mentioned online. It gives me a solid record of what’s being said about us online.”

"I can't imagine that any business doesn't need this tool."

Jacqueline Hallock

Director of Marketing

Mention & Champlain National Bank

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How Champlain National Bank Maintains Its Reputation With Mention

Reputation management

Social media monitoring

Monitoring customer feedback

Effective reporting

Mention & Champlain National Bank

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