Ak Bars Bank & RocketData сase study


How to increase the visibility of bank listings in local search results by 3 times in 6 months
How to increase the visibility of bank listings in local search results by 3 times in 6 months
Ak Bars Bank & RocketData сase study
Ak Bars Bank is a Russian joint-stock commercial bank with a 20-year history and a headquarters in Kazan.

The bank provides more than 100 types of banking services for corporate and private clients. Today, the bank's territorial network consists of 219 branches in Russian cities.

The company connected RocketData on April 7, 2020.
Company's profile
1 540
locations (ATMs, kiosks, branches)
>200 000
brand searches per month
67%
mobile searches

Company's goals when connecting RocketData

Automate the process of adding and changing bank information in location-based services

"It is crucially important for the bank that customers could find our branches with the correct information. But when there are a lot of branches, it is difficult to manually keep all the information up-to-date with new branches constantly opening and moving, the work schedule changing on holidays, and so on.

While connecting RocketData, we planned to move away from manual data control on the maps and automate the whole process, from adding and confirming a new location to making quick changes to existing ones."
01
How many Ak Bars Bank locations were missing or with mistakes in the digital sources before connecting RocketData
Yulia Stroganova, Head of Strategy, Innovation and Marketing Department
71%

Take control of incoming reviews about branches and ATMs

"While connecting RocketData, we wanted to collect the feedback and responses into a single platform. Reviews help us identify customer pain points, that's why the review management is important for us. If there are frequent complaints, we can quickly react on them.

RocketData provided us with a single platform to collect all the reviews from the important websites. And we, in turn, decided to set up work with reviews through this platform and evaluate the ease of use for our bank."
02
Yulia Stroganova, Head of Strategy, Innovation and Marketing Department

What RocketData did

Updated information in existing Ak Bars Bank listings and corrected mistakes
01
Optimized listings to increase their visibility for customers
03
Added missing listings of bank branches, ATMs and kiosks to popular location-based services so that customers can always find them
02
Verified listings on Google to take them under control and protect from third-party changes
04
Provided a single interface and additional services for work with customer reviews
05

Local optimization

Brand and reviews management

Local optimization

The results of RocketData connection

online presence management

How the number of brand listings impressions has changed after RocketData connection

After connecting RocketData, Ak Bars Bank added the missing listings to location-based services, thereby expanding the presence of their brand on the Internet.

As a result, users began to find listings more often by branded queries, e.g., "ak bars atm".
by 3 times
Thus, in six months, the number of listings impressions by brand on Google increased
RocketData
connection
Dynamics of listings impressions by brand on Google 2019/2020
Listings
got verified

How the visibility of listings has changed after RocketData connection

listing views on Google Maps. It means that listings have become more competitive on maps
listing views on Google Search. This means that the listings began to hit more often in Local Pack (top 3 in local search)
+94%
+86%
Google separates the concept of "views" of listings to let you know exactly where the user viewed your listing: in Google Search or in Google Maps. So, the results of Ak Bars Bank six months after connecting RocketData:

How interaction with listings on Google has changed
after RocketData connection

With full local optimization by RocketData, Ak Bars Bank's listings began to be shown to users more often. And users, in their turn, became more willing to interact with them – call the bank, visit the website and build routes to the bank offices directly from the listings.

Here are the results in six months:
visits to website
calls from listings
built routes
+70%
+180%
+43%

Dynamics of built routes on Google after RocketData connection

When RocketData added the missing locations to Google, users began to find them more often and build routes directly from the listings.

The positive dynamics of built routes reflects the increase of foot traffic to Ak Bars Bank branches, despite the pandemic that began at the time the bank connected RocketData.
by 1,5 times
During the year, the number of built routes increased
RocketData
connection
Dynamics of built routes from Google listings in 2019/2020

The results of RocketData connection

online reputation management

How dynamics of reviews with responses changed after RocketData connection

After connecting RocketData, Ak Bars Bank received a convenient tool to work with reviews. The challenge of the bank was to systematically process all incoming reviews from popular websites.

Bank employees have set up templates to respond to common user reviews, allowing them to process more reviews in less time.
Thus, in one year, the company has increased the number of reviews with responses
Dynamics of reviews with responses after connecting RocketData
Total number of reviews
Reviews with responses
from 20% to 75%
RocketData
connection

How customers react to improved review management process

With the help of RocketData, Ak Bars Bank employees began to track negative reviews, quickly respond to them and personally solve each situation with the client, gradually improving service.
Customers noticed this and started changing their minds — improve reviews, put a higher rating when the problem is solved, which means an increase in consumer loyalty.

The main results of Ak Bars Bank and RocketData cooperation

Growth of listing impressions in local search results

More targeted actions directly from listings

The number of reviews with responses has tripled

After adding the missing Ak Bars Bank listings, users began to find branches more often. Listings impressions by brand increased by 3 times. Moreover, the number of listings hitting the top 3 on Google increased by 86%.
Thanks to the local search optimization of listings, users have become more willing to interact with them – call to bank, move to website and build routes directly from listings. That said, during one year, the number of built routes increased by 1,5 times on Google.
Systematic work with reviews and the use of templates in RocketData allowed Ak Bars Bank to increase the share of reviews with responses from 20% to 75%. Clients also noticed the change in review management, and began to change their opinion to a positive one more often.

Ak Bars Bank's review about RocketData

"When connecting RocketData, our main task was to centrally monitor reviews about all branches and ATMs. RocketData resolved this issue for us and provided a single interface for working with reviews. Now all reviews come with notifications, so it's impossible to miss anything. In RocketData, we can use many parameters to filter reviews – by the number of stars, response, date, etc. This allows us to work out any segment of interest.

Also, we managed to work with the negative reviews. In case of any unpleasant situation in the branch, e.g. if the client was not completely satisfied with the service, we can see it in RocketData and transfer the information to the branch management or to the claims department. Also, based on reviews, we can track frequent complaints about something and fix them.

From the point of working with locations, adding information to RocketData is automated through a feed that is linkedto information on our website. When the feed is updated by other bank team, we get automatically created listings in maps, which is very convenient.

In general, RocketData allows us to optimize the work of several teams of our bank. There is no need to spend time creating new listings and keeping track of their relevance, and there is no need to track new reviews separately for each website."
Yulia Stroganova, Head of Strategy, Innovation and Marketing Department
Get a free report on the online-presence
of your locations


Find out where you don't have listings, where the data is incomplete or mistaken