Imagine you have booked a trip abroad and heard it is clever to bring a credit card. This exact case was the one 400 respondents got going with in October. In search of a credit card on both desktop and smartphone, ING.nl came out a winner.
As to the customer experience, ING.nl also offers the best smartphone experience with a score of 73. ANWB.nl is the preferred one when it comes to desktop, in which area ING.nl comes third. This article focusses on the customer experience when it comes to the search of a credit card.
ING.nl and ANWB.nl offer best experience concerning customer journey
ING.nl demonstrates its ability to fulfill customers’ needs when it comes to applying for a credit card through smartphone. The power of the mobile version is due to the design as well as the information provision on the online overview. According to one of the visitors, the design looks “modern, fresh and really contemporary”. Furthermore, another visitor addresses the following positives about the ING.nl website: “Clear summary of the benefits of all the different cards and charges shown in a simple design”. About the way the company’s selection is presented and the help one gets when choosing a card, someone mentions: “The card type images of all possible credit cards showed up immediately”.
Even though ING.nl offers the best online experience through smartphone, the company’s score on desktop is not as high. When it comes to desktop, ANWB.nl scores 73 which means they offer the best online experience. Runner-up is WorldCard.nl with a score of 70.
New: The Digital CX-Score
The digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis shows for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look&Feel.
Digital CX-Score | Desktop
Onderzoek CreditcardMeting: Oktober 2018Land: Nederland
- 1 ANWB.nl 73
- 2 WorldCard.nl 70
- 3 ING.nl 68
- 4 ABNAMRO.nl 66
- 5 Rabobank.nl 64
- 6 AmericanExpress.com 57
- Aan de basis van elke Digital Sales Scan ligt het Digital Sales Model. Met behulp van dit model worden de details van het oriëntatieproces in kaart gebracht. Uiteindelijk wordt de prestatie van een website weergegeven in twee scores: de Digital Sales Score en de Digital CX-Score. Hierboven wordt de Digital CX-Score weergegeven: De weergave van de totale ervaring op de website van een bezoeker van die website. De score bestaat uit een gewogen gemiddelde van de oordelen op Merk, Aanbod en Look & Feel.
Digital Sales Score
Onderzoek: CreditcardMeting: Oktober 2018Land: Nederland
- Totaal Desktop Mobiel
- 1 ING.nl 34 27 40
- 2 ANWB.nl 30 36 24
- 3 Rabobank.nl 20 23 18
- 4 WorldCard.nl 18 18 18
- 5 Creditcard.nl 14 11 17
- 6 ICScards.nl 14 13 15
- 7 ABNAMRO.nl 14 13 15
- 8 YourMasterCard.nl 14 13 14
- 9 ASNBank.nl 13 15 10
- 10 CreditCardVergelijking.nl 11 16 5
- 11 Credit-CardAanvragen.nl 10 - 11
- 12 Moneto.nl 10 10 -
- 13 Mastercard.nl 8 9 6
- 14 SNSBank.nl 7 5 10
- 15 Finler.nl 7 - 7
- 16 Visa.nl 7 - 7
- 17 AmericanExpress.com 5 5 6
- 18 VIABUY.com 4 1 8
- 19 Knab.nl 4 4 4
- Aan de basis van elke Digital Sales Scan® ligt het Digital Sales Model. Met behulp van dit model worden de details van het oriëntatieproces in kaart gebracht. Uiteindelijk wordt de prestatie van een website weergegeven in twee scores: de Digital Sales Score en de Digital CX-Score. Hierboven wordt de Digital Sales Score weergegeven: De weergave van de totale online marktprestatie van een website. In deze score zitten Voorkeur en Conversie verwerkt: hoe efficient en effectief gaat een website met zijn bezoek om?
- Hoogste totaalscore
- Hoogste score op device
Most important reason for purchasing credit card is: expenses when traveling abroad
The most important reason for consumers to purchase a credit card is for ‘’expenses made when traveling abroad’’, (54%), followed by the answer: ‘’For purchases made online’’ (28%) and finally ‘’Because of the extra benefits connected to having a credit card, like having traveling benefits and insurances’’ (19%). That said, the costs when having a credit card continue to be a thorny issue for most Dutch people. The majority does not want to spend over 24,99 euro on the costs of having a credit card. Also, half of the respondents indicates they don’t spend that much with a credit card. More than half the respondents spends less than 1.000 euro a year when using a credit card.
Some research Insights
ING.nl demonstrates its ability to fulfill customers’ need when it comes to applying for a credit card through smartphone. The power of the mobile version is due to the design as well as the information provision on the online overview.
Even though ING offers the best online experience through the use of a smartphone, the company scores less high when it comes to desktop. Number one here is ANWB.nl with a score of 73. The runner-up is WorldCard.nl with a score of 70.
The most important reason for consumers to purchase a credit card is for “expenses made when traveling abroad”, (54%), followed by “For purchases made online” (28%) and finally “Because of the extra benefits connected to having a credit card, like having traveling benefits and insurances” (19%).
The majority of Dutch people does not want to spend over 24,99 euro on the costs of owning a credit card.
Over half of the respondents indicates they spend less than a thousand euros each year using their credit card.
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 purchasing a credit card. 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.