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In the area of Digital CX, on desktop and on smartphone are the preferred providers. Furthermore, 80% of the interviewed customers indicate when choosing a bank to create a savings account on, the interest rate is regarded as an important factor. As well as the interest rate, image and reputation are important for 40% of the interviewed customers.

As regards to the Digital Sales Score, hits first place with a Digital Sales Score of 28.

  • Digital CX-Score | Desktop
    Onderzoek Sparen
    Meting: Oktober 2018
    Land: Nederland
  • Score
  • 1 69
  • 2 69
  • 3 68
  • 4 68
  • 5 67
  • 6 66
  • 7 62
  • 8 59
  • Digital CX-Score | Smartphone
    Onderzoek Sparen
    Meting: Oktober 2018
    Land: Nederland
  • Score
  • 1 72
  • 2 71
  • 3 70
  • 4 68
  • 5 68
  • 6 68
  • 7 67
  • 8 65

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Smaller banks such as and also perform well on CX

In the CX Ranking, the top 3 is complemented with some smaller banks. for instance comes in third on desktop with a score of 68, and’s customer experience on smartphones is rated same with a CX Score of 70. Color use and design are being praised at “Sleek design, modern and minimalistic”. Also, clear text is being perceived as a positive factor: “Understandable and personal use of language. Short and clear paragraphs. all information presented is easy and quickly findable.” is said to be “transparent, clear and inviting”. The bank being honest about its interest rate is being praised as well: “Modern look. Clear chapters, all in their own colors. Interest rate is compared to other large banks.” and regarded as sympathetic

Regarding the area of Brands, as well as appear to be the strongest brands in this research. Both providers are considered the most sympathetic and trustworthy. This applies to their Selection: Consumers feel that both Rabobank’s as well as ASN Bank’s products are of the highest quality.

Differences Generation Y and older generation

When it comes to the website’s Look & Feel when viewed on desktop, some small differences are visible regarding the customers’ preferences. Generation Y prefers, and for having a more appealing website. Earlier generations prefer the website Look&Feel of and

Goal and Relevance of the research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves with a savings account in The Netherlands. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.