UK banks flunk online shopping test

Simple online enquiries stumped over half of UK banks and building societies during a mystery shopping study carried out by IT suppliers.

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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