The telephone is still the most efficient way of contacting financial services organisations, according to a new study conducted by ICM Research, on behalf of CRM vendor Onyx Software.
The study analysed the customer response habits of 27 financial services organisations across the UK. Findings of the research show only 33% responded to an email request for information. Of these, only one offered a direct response to the question, rather than generic replies. Less than half were received within 24 hours of initial contact.
In contrast, 75% of banks prompted a telephone connection rate within five rings. Only 19% of agents were unable to answer a query on the first call. Results suggest, however, that these organisations are missing out on sales opportunities, with only 41% asking for a caller's name, let alone any contact details.
"The idea of a multi-channel customer service environment is just a marketing illusion for most banks," says Dennis Allan, vice-president of European operations at Onyx Software. "We still have to rely on the old fashioned approach of picking up the phone to get anywhere."