The state of social customer relationship management among top banks: a case of Facebook / Ardilah Mohamed Nawi

The foundation of internet has given big impact to banking industry. Internet helps banking to enable their operation by the click of a mouse. To compete with the current trend, banks are also involved in social media to extract information from bank consumer and understanding their needs. Banks usually adopt Social customer relationship management (Social CRM) in their business functionality like e-commerce system. Banks also implement Social CRM in their social media platform like Facebook page. There is no study has been done on how bank use Facebook as Social CRM system. This research tends to study the adoption Social CRM of tops banks in bank’s Facebook pages. Study also wants to list the common characteristic of Social CRM for bank’s Facebook page. From the findings, the common characteristic of Social CRM globally in Provision Low stage is only Bank Name. While Malaysia banks having Bank Name, Bank Website, Bank Address, Bank Phone Number and Bank General History in the Provision Low stage. In Provision High stage, the characteristic of global and Malaysia banks are FAQ, Links, Special Offer, Product Catalog, Bulletin Board and Mailing. While in Interact stage, the common characteristic is only the Facebook Community. From global and Malaysia banks, only Provision Low, Provision High and Interact stage existed as a common Social CRM. Stage Transact is not a common characteristic in global and Malaysia bank’s Facebook page. From the research findings proven that in Malaysia, 100% bank’s Facebook pages have medium level of Social CRM adoption which is almost the same with global that is 98% of global banks having medium level of Social CRM adoption. Only 2% of global bank’s Facebook pages have low level of Social CRM adoption.