Throughout 2018, the Global Reviews digital customer experience benchmarking programme covered banking, education, energy retail, insurance and superannuation products on mobile and desktop devices.
Across Australia, Canada, Ireland and the UK 146 leading websites were measured, which involved over 13,000 'in-market' consumers who collectively completed over 500 individual remote usability tasks and 2,000 survey questions answered. In addition, each website is assessed against 200+ best practice criteria points.
These data points are then rolled up to provide an overall Customer Experience Index (CEI) score. The winning brands from each region are determined by calculating the average CEI scores throughout the 2018 research programme.
We are delighted to announce the Canadian winners of the 2018 Digital Customer Experience Index.
While the winners do many things well, we have shared just a few insights that helped their score and where consumers responded positively.
#1 in the 2018 Customer Experience Index for Mortgages, Personal Loans, Savings & Investments (Desktop) and Mortgages, Personal Loans (Mobile)
CIBC
- Product landing page groups products based on need e.g. loan type, making navigation easier for consumers
- Allows for consumers to easily get help through a number of methods including live chat and FAQs
- Clear and detailed comparison table allows for consumers to quickly and easily compare product options which in turn leads to a higher sense of satisfaction with the site
#1 in the 2018 Customer Experience Index for Chequing Accounts, Savings & Investments (Mobile) and Chequing Accounts, Credit Cards (Desktop)
TD Bank
- On the mobile site, sticky column headings are used for product names within the comparison table making scrolling through easier for consumers
- Incentives for buying are communicated before the application form begins reminding consumers of why the should sign up with the company
- Information is provided as to how and when the company will respond to the application, helping to manage consumer expectations
#1 in the 2018 Customer Experience Index for Credit Cards (Mobile)
Bank of Montreal
- Homepage displays incentives/offers, "about us" content and information/links for existing customers, allowing for the site to immediately cater to current and prospective consumers
- The site recognises the consumer's location and suggests the nearest branch/ATM options
- Provides calculators when researching credit cards for additional support
#1 in the 2018 Customer Experience Index for Home Insurance, Motor Insurance (Desktop & Mobile)
Sonnet
- Design, hierarchy and navigation all work together to present an appealing and easy to use website
- Application form only asks the bare-minimum questions and is formatted in a way that makes the application process appear quick and simple
- Inline and contextual help within the application form makes completion easy
Congratulations to all the winners
Visit www.globalreviews.com for more information about the Customer Experience Index awards and learn how Global Reviews can help you deliver the best online experience in 2019