Using Social Media Data Analytics to Enhance Banking Services

With the rapidly increasing usage of social media like Facebook, Twitter, LinkedIn, and Instagram, business organizations are now moving towards adapting this technology to drive business advantages. This study will explore the power of social media and how it can be used by banks to give an edge over their competitors by providing improved products and services to their customers thereby making their experience easy and responsive. The two most important challenges facing banks nowadays are attracting new customers and retaining their existing ones. Customer loyalty is completely connected to customer delight so the challenging question is: How do banks achieve customer delight by making every interaction a pleasant experience? In our viewpoint “The key is to stop treating customers as segments and personalize all customer interactions and services which can be achieved by using the latest technological advancements in Big Data Analytics, Artificial Intelligence (AI) and Machine Learning. The study also proposes a framework for social media analytics and its important components to address all the technical and business aspects of the retail and online banking.