To understand what the Canadian banking industry has been offering as innovative solutions for remote customer service, I decided to contrast Tangerine's support page with their main direct competitors (Simplii and EQ Bank). In addition, I chose to consider Tangerine's indirect competitors that raked among the winners for "Online Banking Excellence" (RBC) and "Mobile Banking Excellence" categories (CIBC) at the 2020 Financial Service Excellence Awards organized by IPSOS in Canada.

I used the following questions to guide my analysis:

<aside> 🔸 Which needs does the competitive interface is attending?

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<aside> 🔸 What are the strengths of the competitive interface?

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<aside> 🔸 What are the weaknesses of the competitive interface?

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<aside> 🔸 Which opportunities can be identified for Tangerine support page?

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Benchmarking

Canadian Online Banking - Support Page

Layout Analysis

Competitors

Insights & Opportunities

By comparing Tangerine's direct and indirect competitors, I've identified that:

• Tangerine's direct competitors offer online chat first, comparing to live telephone.
• The winners of the "Online Banking Excellence" and "Mobile Banking Excellence" categories at the 2020 Financial Service Excellence Awards are Tangerine's indirect competitors. These banks offer sections for helpful links/popular topics and FAQ before offering human support.
• Direct competitors do not offer sections for helpful links/popular topics and FAQ before offering human support.
• The majority of the competitors have an icon or link to the support page that is easily spotted on the main menu.
• ATM Locator is more easily spotted in most competitors' websites.