Online banking would be much more popular if banks measured and managed customer satisfaction, said a new study.
Online customers are slightly less satisfied than banking customers in general, said the study by ForeSee Results and Forbes.com. On a 100-point scale, online banking scored a 73, while banking in general scored a 74.
The study showed that forbes.com visitors who do not currently bank online are highly interested in doing so. The key obstacle to their doing so is their worries about security. But, instead of focusing on how secure online banking is, banks focus on its convenience.
“While online retailers are finally figuring it out and starting to get profitable, banks are asleep at the wheel,” said ForeSee Results CEO Larry Freed, in a statement.
Other results from the survey showed that more than 28% of respondents get most of their information about online banking from the Web, 15% get their information from their bank branch and 14% get information from their bank statements. Only 7% get information about online banking from conventional sources like newspapers.
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