Based on mentions of each of the banks and financial entities in the media, social media and other sources of information, the Punto Cardinal firm applies the Reputational Netnography methodology that identifies the most deeply rooted perceptions of the sector in the brain of public opinion and what the conversations revolve around, with which it makes a segmented ranking between those with the highest and lowest interaction.
In this cut, The ranking of the banks and financial entities with the greatest interaction shows Banco de Bogotá leading the list with a score of 6.0 out of 10. In second place is Davivienda, with a score of 5.6; followed by Bancolombia in third place with a 5.5.
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For those with the least interaction, the results were the following: Nubank leads the list with a score of 7.6 out of 10. In second place is Banco de Occident, with a score of 5.7; followed by Banco Caja Social in third place with a 5.7. Regarding the percentage of interactions, the Punto Cardinal firm said that Bancolombia leads, where a high percentage stands out compared to the others, covering 54% in interactions.
According to the results, it is seen that The reputational dynamics of the sector have evolved significantly, transcending beyond the offer of financial services to value banking connected to social impact, inclusion and equity. This change in focus gives a new dimension to the traditional banking dynamic, placing social responsibility and commitment to the integral development of society at the center of the conversation.
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In this context, Punto Cardinal said it found that the sector is experiencing a positive transformation in its communication. There is a change in the language and narrative of the entities, which now focus on raising the quality of their publications and better connecting with audiences. This reflects progress in the communication strategy, generating greater connection and commitment with users.
Among the findings, it is also reflected that the favorability of the sector has remained stable at 56%, compared to the analysis of the second quarter of 2023. In the data collected in the study, it is observed that most of the interactions on social networks and media are concentrated in X, representing 80% of the volume, followed by Facebook with 11%, and in the case of traditional means you get 5%. These findings underline the importance of digital platforms in generating conversations about the banking and financial sector in the country. And it is evident that during this time the relationship with the media has been strengthened, highlighting their importance as validators of the information and the message to the audiences of interest.
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The report mentions that in the field of customer service, measures are being implemented to improve communication with audiences. Work is being done to respond more empathically to the requirements and needs of clients, which is helping to strengthen relationships with the public and gives an important place in humanization.
Banks.
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Cardinal Point said that Although some failures in digital channels are a natural part of the evolution, the value offer remains central to the conversation on social media. These signs of transformation offer opportunities to strengthen the digital presence of some entitiesshowing its commitment to innovation and customer satisfaction.
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Fintechs are leading an inclusive and empathetic discourse in both media, supported by consistency in delivering value to the customer, which generates trust, audience esteem and balance in most reputational dimensions.
According to María del Pilar Ramírez, general manager of Punto Cardinal, “We are faced with the need to redefine the relationship with audiences, placing transparency as a fundamental principle, above the search for perfection. This approach does not imply giving up high quality standards, but to recognize that failures should not mean the destruction of entities. The challenge and the big question that the sector currently faces is understanding what are the acceptable failures within the new quality standards.”
Holman Rodríguez Martínez
