How do you give your customers the feeling that they’re getting honest and unbiased advice? According to the Dutch Internet bank Alex the answer is to let other customers provide the advice.

The company delegates its marketing: customers record answers to common questions using their webcam, and the resulting videos are uploaded to the Alex website.

Customers are also given the possibility to chat with each other and exchange tips.

Questions are diverse
A quick look at the Alex website shows that the questions are diverse. To draw in new customers, the ‘experts’ for example explain why their bank is the best choice. Also a lot of attention is given to the various rules and guidelines the bank uses and the functionality of the online banking environment. Customers explain, for example, the requirements for buying and selling shares. Two other random examples: “Can I control the amount of risk I take?” and “Can I access my portfolio at all times?”

Open and honest
We think it’s a smart move to let customers help each other out and answer each other’s questions. It proves that they are taking both the customers with questions, and the customers with answers, seriously. And that they’re being open and honest. By allowing customers to chat with each other, as well as having the videos, people are less likely to think it’s all a setup. Prospective customers are given all the room they need to get the answers they want.

What do you think? Do you think delegating some of your marketing efforts is a good move, or not so much? Do you think potential customers are susceptible to the apparently unbiased advice? And will existing customers appreciate the extra attention? We look forward to hearing your opinion.