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One
in four customers warn banks one slip up, and we're off
One in four customers warn banks one slip up, and we're off September 18th 2007 - Two thirds of people in the UK now bank online. They love its speed and convenience but it takes only one bad experience for them to return to their High Street branch.
The ‘one strike and you’re out’ study, commissioned by website experience management company Gomez, has found online consumers are demanding increasingly higher standards of their virtual banks.
60% say that one mishap would change their attitude toward online banking, whilst 26% say they would stop using the particular bank entirely.
And the impact of one bad experience moves far beyond the individual who had it. Once the customer has lost confidence, they're keen to share their tale of misfortune! 43% of people would share a bad experience with at least 5 people close to them, with nearly one in five (17%) admitting they would tell more than eleven people.
Regional Variations:
• People in the East are the biggest fans of online banking, with 80% stating it was their preferred option
• People in the North West lag behind with just over half (53%) preferring online banking
• People in the Midlands are most likely to keep a bad online banking experience to themselves, with 12% saying they would tell no-one
• People in Wales are most likely to spread their bad experience, 61% would tell more than 5 people, well above the national average of 43%
David Flower, VP EMEA, Gomez, commented: “Banks’ customers have had enough online experiences to form discriminating value judgements about a brand often on the basis of their web site’s performance. In the highly competitive retail banking sector, online banks must ensure they deliver a positive online customer experience, otherwise they might find their customers deserting them.”
Additional Information
The study was commissioned by Gomez, Inc. The Research was conducted by ICM between 24th-31st August 2007 1009 people were questioned.
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19th September 2007 |
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