E-contact centres in the online banking sector are underperforming, according to a new study.
Research by Talisma revealed that the communications options offered by financial services firms to consumers accessing their products online are not good enough.
The survey of the top 50 banks found that click-to-chat options were not offered by 96 per cent of institutions, with a static frequently asked questions option used by most organisations rather than a dynamic, developing information pool.
Dan Vetras, chief executive officer of the company, said that banks should embrace technological developments to complement the expertise of their consumer relations staff.
"With the mass adoption of online banking it is imperative to offer a variety of online customer service touch points in order to attract and retain business," he said.
The survey also saw institutions queried about how to open an account and what services were available.
More than a third of emails containing such questions were not answered by financial product providers.
Writing for industry publication E-consultancy, David Jackson last week urged executives to not simply pay lip service to the customer experience.
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