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 Award*s 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 Award*s 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.