Royal Bank of Scotland is one of the retail banking subsidiaries of the Royal Bank of Scotland Group. They also operate with Natwest and Ulster Bank. In this post we will be looking at mostly the retail banking division of Royal Bank of Scotland.
RBS has presence is most of the major social media platforms. They have a presence in Facebook, Twitter, Linkedin and Flickr. They also have a dedicated customer care handle on Twitter which is a good way to go.
Element 1 – Tone of Messaging
In all their social communications they have a very personal touch.
Element 2 – Are they sending canned responses, without understanding the context?
There are no canned responses sent. The responses are with understanding the context. Complaints are handled extremely well.
@lifeofclare We’ll call you now Clare sorry. PW
— RBS Help (@RBS_Help) October 16, 2014
For Queries regarding the services they responded with the appropriate links which answers to the queries. Customers can anyday get back to them for any clarification on the same.
@lcarmichaelx We do, have a look at this link for details of the account http://t.co/OWAZCwGAfY If you need any help drop me a tweet. E.D — RBS Help (@RBS_Help) October 16, 2014
Element 3 – Turnaround Time
In Twitter, the brand responded within the next half an hour. Sadly they do not allow fan post on their Facebook page. As a result their response time on Facebook is affected. It takes them nearly 24 hours to get back to customer complaints. The reason being, differentiating a normal comment on post and a complaint is difficult for the brand.
Element 4 – Is brand sending personalized replies?
Almost all the responses sent out by the online or social customer support is personalized. This is with clear understanding of the situation as mentioned earlier.
Element 5 – Is brand following up on the complaints?
The brand do follow up complaints very closely. 
They make sure the case is closed.
Element 6 – Is brand answering to all the queries?
No. The brand do not answer to all the queries.
Element 7 – Is brand sending duplicate replies?
No duplicate replies is sent.
In Summary, the brand handles customers very well on social media. The major drawback of their social media presence is that customers are not allowed to post on their Facebook page. As a result, some angry customers started posting their grievances as a response on the Brand post.