2011 - Public Website scorCard - Canadian Online Banking
TD Canada Trust has the most informative and easy to use public website among the leading online banking institutions in Canada, according to the 2011 Public Website scorCard. RBC Royal Bank maintained its second place ranking although it is now sharing the spot with Scotiabank who released a new online design in November. Both Scotiabank and BMO Bank of Montreal, who took over the fourth place ranking, made it into the top 5 for the first time in years. CIBC fell to fifth place after years in the number one spot. Conexus Credit Union from Saskatchewan took the top credit union honours for the first time overcoming the past British Columbia leaders Coast Capital Savings and Vancity. Meridian Credit Union of Southern Ontario and Servus Credit Union of Edmonton rounded out the five credit union firms in the study.
This year's review found that most online banking institutions are now making social media channels a key component of its customer support strategy. Social media is being leveraged to achieve multiple objectives, including product promotion, event notification, financial education and to respond to customer or prospective customer inquiries.
RESULTS:
Surviscor’s Public Website scorCard is a simulated-usage study that measures close to one thousand objective criteria within multiple service categories, each weighted according to indutsry-defined importance. The review was conducted between July and November 2011 and incorporates online banking services available to a customer during that time period. Surviscor also conducted a complimentary study, the Canadian Online Banking scorCard, on the secure websites of most of these Canadian financial institutions.
The design, analysis and execution of the scorCard was powered by CorbinPartners Inc., a leading business intelligence provider and gold-seal member of the Marketing Research and Intelligence Association (MRIA). CorbinPartners Inc (www.corbinpartners.com) is an established provider of corporate business intelligence, statistical measurement and forensic market research. It conducts service, brand and customer experience audits in many retail areas, and has Canada’s leading specialty practice in research support for risk analysis, regulatory matters, and litigation.
CRITERIA/CATEGORIES
The Criteria:
Surviscor reviews the major Canadian online banking firms including schedule I, schedule II and the largest credit unions. The Public Website scorCard explores the public (pre-login) website for information and features available to both the exisiting and prospective customer.
| The Main Categories: |
| 1. | Applying for a Bank Account
The Applying for a Bank Account category analyses the various application processes for the prospective customer. It focuses on accessibility and all the available features and functionality available when opening a new account online. |
| 2. | Enrolment for Online Banking
The category takes the application process one step further and analyses the online registration process to access the online banking services.
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| 3. | Representative Interaction
The Representative Interaction analyses the services pertaining to direct customer contact with firm staff, including the Surviscor Customer Email Responsiveness (CER) 'mystery shopping' email program. |
| 4. | Presentation and Functionality
The Presentation and Functionality category analyses general appearance and usage components of the website, including policies and procedures, site navigation items, accessibility and general technical education. |
| 5. | Online Resources
The Online Resources category audits the availability of tools, calculators, interactive media and general educational information in the public domain. It also looks at the disclosure of product rates and fees. |
Next Analysis: Fall 2012