A recent study by UK company Transversal revealed that the online services provided by the UK banking industry is dropping in quality. Some are reporting that it's dropped to "an all time low."
Transversal sent emails to various company Web sites asking 10 basic questions that all customers need to know: such as on answers about borrowing, mortgages and credit cards. The study revealed that only half of the banks were unable to even answer one question that was emailed to them. And across the whole field of banks surveyed, only 25% of the questions could be answered.
Even more puzzling and frustrating to the customers is that 60% of the banks didn't have a way to be contacted via email. Think of that! An online service center that has no way of being contacted through email. Of course the reason why many didn't was so that they could force customers to do their business through offshore call center, which even causes more frustration.
Those that did offer email contact didn't respond for an average of over 22 hours. What about those that responded better? Even the best ones took a whole 8 hours to respond back.
One other major problem that was uncovered: Only half of the banking sites even offered FAQ sections, and many that did, had them in obscure places that were difficult to find.
"The immediacy and speed of the online channel suits both consumers and banks, but must be backed up by fast, accurate customer service," commented Davin Yap, CEO, Transversal.
These types of studies are important for any online marketing business. Think of the obvious, simple things that you could do to make your business stand out when others aren't willing to do them.
This is why we harp so much on the Alpha Marketer about doing the little things right. You'd be surprised at what an advantage it gives you over those that are always trying to take shortcuts.
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