It’s official, I’m a traditionalist
By Katie Buchanan
As a User Experience Consultant I spend a lot of my time designing websites and understanding the value and impact that the Internet has on people’s lives; how they interact with brands and services, shop online, communicate online, and bank online. A personal experience recently has reminded me of participants in my various forms of research over the years; why they and now realising why I, are traditionalists at heart.
Recently, I applied for a new mortgage online. I took the advice of a trusted friend (thanks Rich) of which type to get. His recommendation was backed up with examples of positive news reports and friend’s feedback on their great customer experiences, so the decision was made to go with First Direct.
The type of mortgage I’m getting also requires me to open a bank account, and as the bank doesn’t have any physical branches, all correspondence and paperwork is done through the mail. This is where things got confusing.
Due the new bank account and mortgage sign up process, piles of letters started to land on my doorstep. I was very confused as it was impossible to identify which ones required action. Then I received a call from a pleasant woman at First Direct enquiring as to why my legal mortgage documents had not been returned to them. This is exactly the kind of polite and timely reminder that someone like me needs; it was brilliant.
However, I still have not quite finalised my new mortgage because I’ve still not sent back all the necessary documentation. First Direct are going to resend the letters as I need to sign and return to them.
But now reflecting on this whole process, it’s very clear to me that the nice phone call reminder and offer of resending documents just aren’t as good as sitting down with someone who could have explained what was required. It has made me recognise the added value of cross-channel options; a bank branch, a call centre and online banking.
Until now, I always thought some companies are a bit old fashioned but there’s nothing like sitting down and speaking to someone face-to-face.