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Even well-executed customer support experiences can lead to a dissatisfied customer. Here’s why.

Life’s Just Easier with Card App

In banking, excellent customer service has traditionally been the #1 factor for determining customer satisfaction. Banks have honed their processes for answering customer inquiries and have a documented protocol to handle most issues swiftly. Today, however, even banks with the highest quality support staff are seeing satisfaction ratings go down.

To illustrate this, let’s follow the story of Elaine, who reported a bad experience with her bank even though they followed protocol and did everything right according to their high service standards.

“Elaine was reviewing her transactions and found one she didn’t recognize – a merchant listed as PPF-0205 in Austin, TX. Elaine knew she had not been in Austin, and could not decipher the merchant name. She suspected fraud. She looked up the number to her bank and called Customer Service to file a dispute for the charge. She waited barely a minute before she got a representative and explained the reason for her call. The agent sounded genuinely sympathetic and concerned, and cancelled her card immediately to prevent any further fraudulent activity. They filed the dispute and told her they would investigate on her behalf and get back to her as soon as possible. Additionally, the bank would send Elaine a new plastic card in the mail, to arrive within 5-7 business days. The agent called Elaine back less than 24 hours later with more detailed information about the transaction, and it turns out it wasn’t fraud after all. It was a local gas station that Elaine had gone to. Two days later, she received a survey about her overall experience with the bank, and gave them a very low score.”

Hmmmm. Quick response times, friendly and compassionate representatives, good news about no fraud – the bank did everything right and by the book. So why was Elaine still unsatisfied with the experience?

Let’s break it down:

  • Elaine was annoyed that she was not able to quickly recognize or validate a transaction that was legitimate.
  • It caused her to feel unnecessarily fearful and worried that her account was compromised.
  • Elaine was inconvenienced by having to look up the number and call into customer service.
  • She had to go without a credit card until her new card arrived in the mail, affecting purchase plans for an entire week.
  • She had to call and update her card information with her gym, her video streaming service, some of her utilities, and online retailers where she stores her card information.
  • All of it was for nothing because the transaction was indeed legitimate.

In today’s world of high expectations, even experiences that follow procedure to a T can be labeled as negative by the customer – for no reason other than they know there has got to be a better way. In this scenario, the bank did everything right, except to offer a better, more modern way of doing things, and this reflects poorly on the bank.

Let’s look at the scenario breakdown again, and see how Ondot Systems could have turned this around.

  • Elaine was annoyed that she was not able to quickly recognize or validate a transaction that was legitimate.
    Ondot offers Transaction Enrichment functionality that cleans up merchant data with accurate name, logo, location and more, making transactions recognizable right away. This would have prevented Elaine’s stressful experience altogether.

  • It caused her to feel unnecessarily fearful and worried that her account was compromised.
    Ondot’s Card App™ solution allows cardholders to set granular controls and alerts from an app on their phone that can prevent fraud before it ever starts.
  • Elaine was inconvenienced by having to look up the number and call into customer service.
    With Card App, customers can quickly dispute a transaction with a single click within the app, without having to call customer service or go into a branch.

  • She had to go without a credit card until her new card arrived in the mail, affecting purchase plans for an entire week.
    Ondot provides instant issuance of digital cards for use from a digital wallet, so customers are never without a card and purchase plans are not interrupted.
  • She had to call and update her card information with her gym, her video streaming service, some of her utilities, and online retailers where she stores her card information.
    Card App provides a consolidated view of all merchants and retailers where card information is on file or processes recurring payments. Elaine could have quickly updated card information to multiple merchants from this screen in the app.
  • All of it was for nothing because the transaction was indeed legitimate.
    One technology – the Ondot Card App – could have turned around this scenario in 5 different ways, and turned Elaine into a satisfied customer.

It’s not enough anymore to just offer great customer service – banks need to offer great features and products as well. Providing amazing customer support of outdated processes won’t win any new customers. Technologies have to evolve to support the expectations of the consumer, and then the excellent support experience can follow. For both financial institutions and their customers, life’s just easier with Card App.