During a recent evaluation of a group of banks on customer effort levels required to interact in areas like branch banking, mobile websites, customer assistance and online banking, the results showed that the 45 to 65 age group, the most frequent banker, exerted the most effort to bank online.
The underlying issue from our research was the measureable gap between the inconsistent online experience banks offer and the personal trust that baby boomers maintain with their local branch banker.
Earlier this spring, I led a study assessing customer effort and cross-channel customer experience in a group of West Coast-based banks. In addition to in-depth analysis of the banks' digital channel such as public sites, online banking, mobile and contact center assistance, we visited more than 40 different branches in Arizona, California, Idaho, Utah and Washington. In that process, we spoke with hundreds of bank customers about their expectations, frustrations, and desires for easier online banking interactions.
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