Cashiers, not call centres, say Britain's banking customers

December 2003
Management Services;Dec2003, Vol. 47 Issue 12, p7
Academic Journal
The article presents information on the results of a survey conducted by specialist market research and training company Lorien Customer Focus regarding the banking service preferred by customers in Great Britain. Despite the advent of technology into the banking sector--with ATM, call centers and Internet banking--most people would still prefer to do their banking face-to-face with a cashier at a local branch. Cashiers out-perform all other communication channels in terms of how satisfied customers are with using them while call centers receive the lowest satisfaction score of all the six channels surveyed. The survey found that, of the six most widely used methods of getting in touch with a bank, contact via a call center was by far the least popular. Among those who had access to the Internet, the percentage using the Internet to interact with their bank rose to 42%. This was a larger percentage of people than those who interacted with their bank via call centers. Of those who had used a call center, only 15% said that this was their preferred communication channel. Of those who had visited a cashier at a bank branch, 35% said that this was their preferred communication channel.


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