In a recent press release, Discover® Card announced that its website has been awarded first place in Best Overall Customer Experience for prospects in the 2011 Keynote Competitive Research Industry Study of U.S. credit card marketing websites.
In a study that involved 1800 prospective customers and marketing sites of most major credit cards including American Express®, Chase®, CitiCard®, Capital One®, and Bank of America® among others, Discover Card ranked first in an impressive list of categories:
- Credit Card Satisfaction
- Home Page Satisfaction
- Ease of Applying Online
- Design and Organization
- Acquisition Impact
- Online Adoption
- Customer Satisfaction
According to Discover’s vice president of e-business, Mike Boush, “Our customers tell us their online experience is very important, so we focus on keeping digital interaction with us easy and satisfying,”
Personally speaking, when I can visit a site, easily locate Information I’m looking for, find a means of contacting customer service, and complete my business in a short amount of time without having to put in a lot of effort, I’m not only satisfied with my experience with that merchant, but I also have a greater amount of trust in that merchant. And I’m more likely to return to the site or recommend it to friends. Perhaps the increased level of trust stems from feeling that the merchant has put a high value on both the customer and the customer’s experience.
Discover Card’s site makes it easy for me to find what I want whether it’s information on various credit cards, Discover’s savings programs, or the current cash back bonus. I can even find easy instructions on how to access my discover accounts through my mobile phone application.
Discover’s site simplifies the process of selecting a credit card by presenting the most popular cards on the home page and by providing a credit card builder to make sorting through the possibilities both faster and easier for the customer. Discover’s online credit card application process is simple to follow, and they even provide a link on their home page where a customer can check the progress of the credit card application.
The link for customer service is at the top center of Discover Card’s home page so users don’t have to hunt for it like some other websites. There is also a section of “Help & Support” links at the bottom of the home page. Easy access to a customer service link communicates to me that Discover is willing to talk with users and answer questions on whatever topic they’re concerned about. The page dedicated to customer service makes it even easier to navigate. The ease of contacting customer support is definitely a winner.
In presenting this year’s award list, Christopher Musto, general manager of the Keynote Competitive Research group, stated, “With a site that excels in promoting positive outcomes for the user, Discover won for Overall Customer Experience.”
Discover Card’s website is a site where people are certain to easily find what they’re looking for, complete their objective quickly and without hassle, and be able to contact support with any questions they might have. And you don’t have to just take my word for it…according to the recent Best Overall Customer Experience Award, the majority of 1800 other people think so, too!
