Credit Unions in Top Spot in Latest Foresee Online Satisfaction Report


Credit unions are No. 1 when it comes to online customer satisfaction and customers are generally highly satisfied with their financial mobile sites, according to ForeSee’s Financial Services Benchmark report released Wednesday.

Of the five financial segments measured, credit union sites scored the highest, with average satisfaction scores of 82 on a 100-point scale. However, this new score is four points lower than what the benchmark study reported in 2011 when credit unions a scored of 86 in customer online banking satisfaction, one point less than the score earned by large banks.

ForeSee said its numbers come from data from more than 335,000 surveys from the first quarter of 2013 in which consumers shared their experiences with online websites, mobile websites and mobile applications.

This year’s benchmark report said investments and lending organizations scored much lower with average satisfaction scores of 69 and 70, respectively, the customer experience analytics firm said.

Banking and miscellaneous financially focused organizations (such as financial media sites), fell in the middle of the range, with average satisfaction scores of 71 and 74.

Overall, average customer satisfaction with financial websites is at 72. With ForeSee’s methodology, scores of 80 and higher are classified as “highly satisfied,” while scores of 69 and lower are considered “dissatisfied,” the Ann Arbor, Mich., company said.

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