Summary of scorecard bank response audit

Each month, we conduct research into companies’ response to their online Lead Management systems. This month, we dive deep into the banking industry to determine how well they respond to website enquiries.

We completed a form on the websites of the four majors requesting a representative contact us via phone to discuss a home loan. Our scenario included detailed information on savings, employment and the value of loan being requested - all constituted a valid lead.

Results highlights

• Not one Bank responded to our detailed enquiry via phone, even though we requested phone contact.
• Every bank requested in their email response that we contact their call centre via phone.
• One bank suggested we look at the website and even gave us the web address. Thanks for that.

We found that the response times are typical of large organisations in other industries: the automotive industry, for example, gave us very similar results.

However, car companies have the extra complexity of working through dealerships outside of a central system and it shows. One company apologised that it couldn’t help and sympathetically requested we speak to a dealer. (Just the name of the nearest dealer would have been fine.)

Like the banks, not one car company responded to our request via phone, but in the main we found they provided thoughtful, personal response and helpful instructions as to the next step in the buying process, whereas the bank responses are obvious templates and do not provide any additional value – either to the prospect or the bank!

In summary, it makes no sense to contact a bank or a car company via a web form, as their response is to ask you contact them again via phone or retail outlet.

It would be more beneficial for direct prospects to contact them via phone and remove the web form from their websites; not only would it be a better prospect experience, but it would also save them money.

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