Banking customers want local personalized service

Despite the growing popularity of telephone and internet banking, customers still prefer personalized service at a local branch, according to a recent study by Avaya and BT.

Despite the growing popularity of telephone and internet banking, customers still prefer personalized service at a local branch, according to a recent study by Avaya and BT. The study surveyed more than 2,000 banking customers in the U.S., United Kingdom, Spain and Germany. It found that most respondents in the U.S. said local branches were the most important link with the bank, while ATMs were named second. 

These findings indicate that consumers might expect the same personalized service even if they're using webchat or mobile banking as part of a company's multichannel strategy. 

"Innovations in customer service technology can help them achieve this. Whether it's in the branch or through remote channels such as mobile banking, technologies now exist that can link up customers to the right people and the right information in a cost-effective way," said Tom Regent of BT Global Services.

The survey found most U.S. banks are earning customer satisfaction and loyalty through their efforts. American consumers were less likely to report long wait times for call center customer service or experience an issue that the bank did not respond to.