A new survey from Mintel Comperemedia, a service that provides direct marketing competitive intelligence, shows people would still rather contact their bank at a branch than online or through email.
Two in three adults (65 percent), Mintel's survey said, say they prefer to get up close and personal at a bank branch to communicate, while three in seven (43 percent) like the phone for its real person, real time qualities. Only 44 percent of survey respondents, the survey found, say they like logging on to a bank's secure website, while one-third (34 percent) choose email as a preferred method of bank communication.
"When it comes down to it, people still crave personal contact when communicating with banks. Talking in person or over the phone brings on feelings of familiarity and confidence, which are especially important to consumers in light of the financial crisis," said Susan Wolfe, VP of financial services at Mintel Comperemedia.
However, websites and email remain avenues for customer-to-bank contact, Mintel said. The survey said young adults, especially, are likely to prefer online and email communications when they want to contact their banks. Over half of Echo Boomers and Gen Xers (52 percent each) say they like reaching their bank through a secure website, Mintel said.
"Though people have clear preferences for how they like to contact their banks, they aren't as opinionated about how their banks contact them," said Wolfe. "Banks need to be mindful that every customer has different communication preferences, so they should offer multiple points of contact."
More Information:
http://www.mintel.com
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