Briana Stewart

Hi Briana!

This was a really interesting example of how companies can leverage data to make decisions. Especially going back to leverage historical data on social media platforms (and a great example of how data and information remains) even years later! I found it fascinating that there were 334,000 tweets asking for a breakfast extension and that McDonald’s replied to many of them (11,999), again, years later, which demonstrated to the customer that they care. Also impressive was that by implementing a strategy that their customer’s asked for, McDonald’s was able to reverse 14 consecutive declining quarters in revenue. So many companies and so many articles/research identify listening to customers’ feedback and implementing strategies or altering them to fit what is being asked for as an important component to business’s success, but this really demonstrated how companies do not always actually do that, and how that can negatively impact the business. But it also highlighted how if a business does listen and change, even much later, they can turn the negative into a positive.

After reading your post, I went and read the article you mentioned, “How the world’s largest fast food brands use data to keep customers” and also really liked the example it talked about regarding Chick-fil-A. This was another example of how listening to customers on these platforms and acting accordingly can strongly impact a business in a positive way. For Chick-fil-A, the example outlined how the data demonstrated their customer’s displeasure with the new BBQ sauce. It stated that 73% of interactions on social media were negative after the new launch and so Chick-fil-A addressed this sentiment by bringing back the original recipe and had a promotion campaign #BroughtBacktheBBQ. After this campaign, sentiment flipped to 92% positive on these platforms.

Great Post! This reminds me of when they released the Szechuan sauce when there was a tweet that went viral asking them to bring it back! Although I remember they brought the sauce back for a limited time but apparently they weren’t prepared for the amount of people who wanted the sauce. It is amazing how something on Twitter can go viral and influence large corporations to make a change.

What cute pink card! I absolutely would NOT use a bank that didn’t have a mobile app today and I consider a mobile deposit feature key. I was an early adopter of online banking, getting an account at ING Direct, an online-only bank, before it was acquired by Capitol One. I just cannot see going back to a less tech-friendly banking system. The only thing I don’t like about my (now) Capital One 360 app is that for some bill-pay features you do occasionally have to log into the website. In any category, apps that lack functionality that exists on the brand’s website are incomplete.

Great post, Briana! Banking is definitely an industry that has had to change with the digital revolution, and Millennials becoming banking customers. I am just like you; I rarely go to my bank. They only time I go to a physical location is when I need the ATM. I can’t remember the last time I went inside the branch. So, it’s a deal-breaker for me if a bank doesn’t have an excellent mobile experience. I think this is one of the leading causes of Millennials being less engaged with their brand. A recent Gallup survey says, “Millennials have the lowest levels of customer engagement with their primary bank (30 percent are fully engaged) compared with Baby Boomers (40 percent) and Traditionalists (51 percent)” and not only are we less engaged but also more likely to switch. “Millennial customers recently reported switching their primary bank at a rate that is 2.5 times more often than Baby Boomers and Traditionalists and 1.5 times more than Gen Xers.”

When thinking about how this affects the content strategy, banks have had to try to build these relationships with millennial customers via digital content like social media and educational blogs. I have CapitalOne, and they have a section on their website called “Learn & Grow” dedicated to providing financial advice. When visiting the site, you can immediately see this content is targeted towards millennials by the images they chose and the titles of the blogs. Their social media is the same way. They are using their digital channels to focus solely on appealing to this target.

Sources:
https://www.csbs.org/gallup-poll-millennials-and-their-banking-habits
https://www.capitalone.com/learn-grow/money-management
https://www.instagram.com/capitalone/

Hi Briana!

Great post! One of my previous posts was all about my Discover card app as well, and I also detailed how great it is and how much I love it due to what it provides and how easy it is to use! A great mobile experience is also important for me regarding my banking experience, but until a few years ago, I didn’t realize how important. I have accounts with two credit unions and I honestly almost never use the one (part of my check is direct deposited to it), but I find the mobile experience and their app so annoying to use, versus my other one, Ardent, which I love! I’m actually going to close it because of how difficult I find the entire process of online banking with them. Their app is set up in an almost clumsy way. It’s difficult to navigate or find information, even as simple as my accounts and the amounts in them. If I want to do anything with it, like transfer money or deposit a check, I usually have to visit the actual branch because it has so many issues, which I find annoying, whereas with Ardent, I haven’t visited a physical branch in a very long time (probably about a year?). I don’t need to! I can do everything online via their various channels and platforms.

Christine, I found an article which discusses the importance of financial institutions using their sites, apps, and social media channels to provide educational opportunities to engage with millennials:

https://www.cujournal.com/opinion/credit-unions-are-losing-the-war-for-millennials

And part of what I like about Ardent is that they use their social media channels and their app to do this as well! So I would have to say that I now do consider an institution’s mobile experience when choosing a bank, where a few years ago, it was not a consideration for me!

I know you mention it’s a bit table stakes at this point, but the idea of mobile deposit was a pretty big deal when it first came out. “Going to the bank” is such a hassle! With mobile deposit eliminating the need to drop off checks and services like Venmo reducing the need for an ATM, are there any other disruptions still out there (or moments where you still have to go to a bank)?

Great commentary on the shift in banking Briana!

You may have just sold me on a trip to Amara Resort, Briana!

Love the idea of unfollowing those who don’t make you feel like the best version of yourself – I do a periodic clean out as well. It’s important to preserve your space 🙂

Great post, Briana! I couldn’t agree more with how fantastic these e-scooter programs are!

Unfortunately, you’re right, Philadelphia doesn’t yet have a scooter program here. However, Phillly is getting one step closer because they are creating a pilot program for Dockless E-bikes. According to a WHYY article written in April the program will be pushing out to a few neighbors before the end of the year (although I haven’t seen them yet). Here’s a link to the article with some additional information, https://whyy.org/articles/dockless-e-bike-share-coming-to-philly-in-2019/ .

The Dockless E-bikes are different from the current Indego bikes who are sponsored by Blue Cross, the bikes in the pilot program will be paid for by the companies providing them, such as Lime or Pace. According to the Office of Transportation, Infrastructure, and Sustainability (OTIS), the program will NOT include e-scooters because they are placing a 1 year “moratorium over safety concerns”. In other words, they want to see how the bikes make out before allowing the scooters to move in. But this hasn’t brought any shortage of companies vying for a space in Philly’s upcoming e-transport pilot. Already several companies including Lime, Jump, Gotcha Bike, and Pace are all looking for the chance to move in and start a pilot.

This also comes as Indego is looking to add additional docking stations to their already 121 locations. There have been multiple complaints that docking stations are located too far from homes or destinations of commuters so having to return them isn’t as convenient as e-bikes that can just be left anywhere responsibly. In addition, many of the e-bikes are actually pedal-assisted bikes, meaning they aid the rider to go faster than a traditional bike and with less effort. Indego does not currently have that feature but is looking to add a few over the next year to entice riders to join the program.

I remember several years ago when I was in London and used Santandar Cycles and it was an amazing experience. I had full access to a bike at a cheap and easy price and all I needed to do was return the bike within 30 minutes to not be charged any additional fees for my $4-a-day-unlimited rental. I did have some problems locating docking stations but it was worth the trouble, and so, I was over joyed when I saw the introduction of the Indego bikes to Philadelphia. Now, with the prospect of e-bikes and scooters I’m even more excited. I honestly hope Indego can make the transition because I think what they were able to do was wonderful for the city. But that’s the common theme of progress, either change with the times, or get out of the way!

Any thoughts on the new pilots in philly? Do you think it’s fair that Indego could be pushed out of the market or is it their responsibility to expand their offerings to include and e-bike solution? I’ve used the scooters in Nashville (operated by Lyft) and thought they were amazing! But do you think Philadelphia is ready for scooters the same way Austin and San Diego are?

I had my first intro to e-scooters in San Jose last year and was equally blown away! Except, I used Lime – that brand seemed more prevalent in San Jose but I do remember seeing another brand there too. I think all the brands work very similarly with apps. In general, mobile scooter fleets seem so much more accessible and easier to use than docked bike fleets. Overall, I think it’s a brilliant idea and hope to see it expand far and wide.

When I lived in Atlanta, we had bird scooters as well as the Lyft and Uber version of the scooters. I never really used them as Atlanta is a city where it is more feasible to drive most places unless you live in Downtown/Midtown or Buckhead and even then most places you will need a car to drive. I rode a Bird one time through a park and it was such a liberating experience, it honestly made me feel like a kid again. At the time I wasn’t using for any real purpose but I can only imagine how useful these are in cities where having a car isn’t necessary. They are very cheap to use and fun to get around on, its almost like an uber ride but more fun!