Simple online enquiries stumped over half of UK banks
and building societies during a mystery shopping study carried out
by IT suppliers.
Over 50% of the organisations tested in the UK for an online
survey by IBM and customer service specialist
Kana Software either
provided an incorrect answer or no answer at all.
A total of 35% provide no contact email address on their
website, while 18% did not respond at all to an email enquiry. By
contrast, almost all the UK businesses tested for the survey
provided contact phone numbers.
Banks are currently investing in technology to help grow their
businesses and improve online customer services.
Marchai Bruchey, chief marketing officer at Kana, said any
business that ignored online communication channels did so at its
peril.
"We were surprised at the poor level of customer service
revealed by the study, especially with UK banks and building
societies being so reliant on a superior customer experience to
differentiate their brands. With internet access in nearly 16
million UK household, there is
growing consumer demand for a quality online experience, and
more consistency between web and branch," he added.
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