Because Tangerine has no branches, their support page will possibly be used with a higher frequency by customers. According to PWC's 2019 Consumer Digital Banking Survey, consumers under the age of 35 are 1.5 times as likely to open an account based on experience and referrals (this factor ranks higher than interest rates and promotional bonuses, for example). Therefore, clients' experience with Tangerine support page is a crucial factor in customer retention.
Tangerine's support page is called "Contact Us" and can be found on a menu at the bottom of the page or on the About Us section. It contains a list of different ways that clients can reach the bank for assistance:
In order to identify user pain points, I used the following questions to guide my investigation:
<aside> 🔸 What are the main complaints regarding Tangerine's customer experience?
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<aside> 🔸 When do clients look for support?
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<aside> 🔸 Where do they go for assistance?
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Firstly, I investigated users' complaints on Google and Trustpilot. Most of the complaints are related to Tangerine's customer service, and within this topic, the wait time to speak with a representative has been the most observed. I've listed some of the customers' complaints below:
"Opened savings account and tried to find out how to transfer funds from another bank into that account. Nope. The bot an idiot. Nobody answered the phone. Automated response useless."