Webinar: Scrutinising self-service - the impact on branch experience
Aired on 16th September 2015
Mark Long and Karen Troubridge recently recorded a webinar sharing insights from BDRC's Moments of Truth benchmarking programme in which they discussed:
- Consumers’ service channel preferences for different types of experience
- Volume estimates for self-service adoption (at provider level)
- A self-service provider league table
- In-branch self-service conversion rates, by brand and the impact of success or failure to convert a visitor to self-serve
- Self-service outcomes with provider benchmarks for NPS and Customer Effort
Questions and Answers
During the webinar we were asked several questions relating to the subject matter. Please find the questions and answers below:
Q – Does the use of in-branch self-service result in better Customer Effort ratings?
A – Not yet! When we analyse the responses of those offered and using, offered but not using and not offered, it’s the group that weren’t offered self-service that reported the lowest effort experience, followed by those that chose not to use the technology, followed by users. 57% of self-service users reported a LOW EFFORT experience
Q – Which provider offers the best self-service experience?
A – As we saw, Nationwide BS generated the strongest NPS score in absolute terms, however, it was Lloyds Bank that achieved the strongest uplift between their average branch visit NPS and the self-service NPS score
Q – Does propensity to use self-service correlate with frequency of branch visits?
A – Yes it does, those visiting a branch at least once a week are twice as likely as less frequent visitors to engage with self-service technology
Q – Which was the strongest touch-point of the 20 you measured in the survey?
A – In NPS terms, ‘Use of a mobile banking App’ achieved the strongest rating at +44. By way of comparison, ‘Complaint Handling’ was the weakest at -34
Q – Are there any gender or age differences in terms of self-service take-up?
A - Gender–wise, engagement levels are precisely the same, 17% were offered and used self-service on their last branch visit, 13% were offered but declined and 67% did not get offered self-service.
Age is more discriminating. Self-service acceptance and usage peaks in the 18-24 age bracket at 30%, and then declines across each subsequent age group, 25-34 25%, 35-44 20%, 45-54 16%, 55-64 12% and finally 65+ 12%