Targeted AttacksTargeted AttacksMake it or break it

with Customer Communicationwith Customer CommunicationChristian Brosstad, PR Christian Brosstad, PR DirectorDirector

SpareBank 1 Gruppen SpareBank 1 Gruppen -- 23. september 201123. september 2011SpareBank 1 Gruppen SpareBank 1 Gruppen 23. september 201123. september 2011

Nordic eBanking Security Summit

Comments or questions?Comments or questions?

@chrisbros or +47 970 80 686

What’s going on?

Trojan SpyEye silently sits in the background till the victim visits a sensitive website….

Trojan SpyEye silently sits in the background till the victim visits a sensitive website….

Trust is theTrust is theNEW currencyNEW currency

So what can we learn from other industries?

1. Trust of Zappos

+

2. Likability of Virgin/Richard Branson Richard Branson

++

3. Product of AppleS F lSucess Formula…

Trust protects reputation

When you don’t trust the bank… When you trust the bank….

Edelmann Trustbarometer 2011Edelmann Trustbarometer 2011

The Transformation of Trust

Edelmann Trustbarometer 2011Edelmann Trustbarometer 2011

What does trust mean in banking?

1. Customers trust that we take care of the 1. Customers trust that we take care of the them and that their information is secure

2. Customers are technologically ignorant 2. Customers are technologically ignorant regarding what constitutes a secure system, they must trust what their bank tells them.

3. Speed of response, quality of information and openness are the most important omm ni ation aspe ts to b ild t stcommunication aspects to build trust

Source: Handelshøyskolen BI and Peggy Brønn.

Our Communication Principles

Relevance Engaging

Pro-active

Openness

And it’s faster....

Mapping • Homepage and internet bankingT diti l di

Customers• Traditional media• Social media• Customers support• Employees

Stakeholders• Governments • Competitors• Industry organisations

I t ll

• Customer service• Top management• Employees

• Speed of response• Quality of information • Openness

Internally Employees • Security experts must understand the needs of the customers...

CommunicationCommunicationchannels

Social media is i t t i i iimportant in crisis

communicationcommunication

The social media landscape

Thanks for your time!ychristian.brosstad@sparebank1.no

http://twitter.com/chrisbroshttp://www.facebook.com/christian.brosstadhttp://www.slideshare.net/Christian.Brosstad

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