FNB wins at the Ask Afrika Orange Index Awards

Last week, FNB was awarded the accolade for having the highest social media index in the Ask Afrika Orange Index awards 2014. Established in 2001, the Ask Afrika Orange index is the broadest and most widely referenced service excellence benchmark in South Africa, comparing service levels across 32 industries and ranking 151 brands in 2014.

The Social Media Index category specifically focused on how brands performed the best on social reach, engagement and service on the platform. On receiving this award, Suzanne Myburgh, FNB’s Head of Digital Marketing and Media says, “We are extremely proud of this award. It takes a dedicated team to achieve this level of success. We are continually looking at new digital platforms which will not only enhance the customer experience but also encourage customers to embrace the digital landscape.”

To date, FNB’s social media platform has increased considerably, and currently FNB is the biggest financial services player on social media across the various platforms, with 42 980 RBJacobs followers on Twitter, 2 0006 329 Youtube views, 108 741 Linkedin followers and 553 490 registered users on Mxit.

A total sample of 11 923 people were surveyed for this Index this year. Myburgh adds that, “Our digital channels serve as a channel between the product and consumer. For FNB, the questions aren’t how many page impressions or website visits a campaign will drive, but rather how its use of digital channels can make life more convenient and interesting for customers while creating additional revenue streams and new channels to market for the bank.”

FNB’s innovative use of digital technology and social media has contributed to its overall customer experience and brand image. The bank understands that the digital realm is about creating transactional spaces and consumer experiences that keep the customer coming back.

“The use of our digital channels has become an important part of delivering our innovative products and solutions which revolve around our core brand value of “help”. It’s not only used as a platform to communicate to our wide customer base but also develops a deeper understanding of our customers’ needs, wants and aspirations,” concludes Myburgh.