Study reveals UAE banks underperform online
Nearly 70% of enquiries submitted through bank websites don’t get a follow-up call or email
A recent study by consulting firm Ethos claims that UAE bank websites are not an effective channel for customer service after it found that nearly 70% of enquiries submitted through websites don't get followed-up.
The finding was revealed in the firm's 2009 Bank Benchmarking Study, which analysed twenty seven UAE retail banks including HSBC, RAKBank, Standard Chartered, Mashreq Bank, Emirates Bank International, Lloyds TSB, Citibank and several other top players in the regional banking sector.
It found that while customer satisfaction with the UAE's retail banking sector has improved significantly compared to last year, banks had ‘a long way to go' in terms of addressing customer service through their online channels. The conclusion was based on Ethos researchers submitting 270 enquiries through bank websites with only about 30% receiving a follow-up call or email from the bank.
This ‘response to enquiries' metric dropped 4.5% from last year's scores, which doesn't reflect well for the growing focus on improved customer service in the country.
The websites did however rank highly in terms of access, navigation, information and visual appeal.
First Gulf Bank was found to have the best website performance for the second year running, while RAKBank retained their title as the best overall bank for the fourth year in a row.