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After nearly two years of field research on customer service at banks, First Manhattan Consulting Group's managing vp Gordon Goetzmann doesn't hesitate to draw a broad conclusion. "When you look at the interaction among call center, on-line and the bank, I would suggest the experience is far from ideal," he says.
Goetzmann, whose firm conducted a "mystery shopping" project involving more than 1,000 trips to dozens of banks in the U.S. and abroad, says the ideal world of well-integrated cross-channel customer service would be an environment where a customer makes a deposit, other channels immediately know of the deposit and...