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Jul 23, 01 Study Reveals 89 Percent of Financial Institutions Are Struggling to Follow Up on Customer Inquiries Through Internet and Call Center Channels Majority of the top 150 financial service firms in the United States need stronger emphasis on multi-channel customer acquisition and retention, according to independent study by Celent Communications commissioned by Onyx Software and Microsoft
BELLEVUE, Wash. - An independent research study co-sponsored by Onyx® Software Corporation (NASDAQ: ONXS) and Microsoft® found that leading US financial institutions are not utilizing their call center or Internet channels when interacting with customers. Results of the study, conducted by independent consulting firm Celent Communications, indicate that only 11 percent of the 150 firms researched followed up after the initial contact with highly-qualified prospects who inquired about financial products and services via the Web and call center. Furthermore, only 21 percent of the firms studied provided online responses to Web-based inquiries that were categorized as "good" or "acceptable." In the call center, only 31 percent of the firms delivered informative and helpful responses.
The study is an update to the Celent "Missed Revenue Opportunities" study co-sponsored by Onyx Software and Microsoft in 2000, which measured the responsiveness of financial institutions to Web-based queries. The scope of the research was expanded this year to include information on call center responses. Posing as highly-qualified individuals and small business owners in need of a variety of financial products and services, Celent staff queried the leading banking, brokerage, mutual fund, insurance and Internet-only e-financial service firms in the United States, attempting to capture both quantitative and qualitative information. For example, one of the five queries used in the study came from a couple with a $200,000 annual income planning to make a 20 percent down payment on a mortgage for a home valued at $650,000.
"It's especially critical in times of economic volatility that financial institutions effectively manage relationships with prospects and customers," said Kevin Hoffberg, chief knowledge officer and director of vertical marketing, Onyx Software. "While it's tempting to hold off on investing in CRM initiatives as a short-term cost-containment move, the results of this study underscore the need for these firms to take immediate steps to improve response, capitalize on all opportunities to get and keep profitable customers and neutralize competitive threats."
"Microsoft and Onyx teamed again to sponsor this important research because we're convinced that it gives financial institutions valuable information on establishing stronger relationship with their prospects and customers," said Warren Lewis, managing director, worldwide banking, Microsoft. "The results of this year's study were very similar to those of the previous year; indicating that leading US firms can still derive significant benefit from solutions that support customer acquisition and retention strategies. We're hopeful that the industry will use this information to better serve their customers."
"An opportunity clearly exists for a financial institution to fill the void and rise above the competition by delivering personalized, high-quality customer sales and service," said Octavio Marenzi, president, Celent Communications. "The level of disinterest we uncovered in the study is alarming, especially given the current economic climate and the fact that contact was initiated by high net worth individuals and profitable small business owners, which most firms should consider a highly-desirable customer/prospect segment. Armed with superior technologies and better processes, financial firms can deliver real business value to customers and prospects, and clearly distinguish themselves from the competition."
Celent Study: Improvement Needed in Both Initial Response Quality and Follow up
To request a full report on the financial services study "Capturing the Customer: A Study of Customer Service Practices among Financial Institutions," please send email to USEFSWhitepaper@onyx.com.
About Celent Communications
About Onyx Software
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