According to a recent Keynote study that examined the business effectiveness of U.S. credit card marketing Web sites, U.S. Bank took first place for overall customer experience, including responsiveness, while American Express rated first in reliability.
For the customer experience portion of the study, Keynote conducted online user testing sessions with more than 1,800 perspective customers (225 per site) from across the U.S. as each interacted with the Web site of one of eight U.S. credit card issuers: American Express; Bank of America; Capital One; Chase; Citi; Discover; PNC and U.S. Bank.
U.S. Bank, Discover, Chase and PNC placed in the top tier for overall customer experience. Discover led a field of five issuers comprising the top tier for acquisition; Chase headed a field of five issuers in the top tier for online adoption.
"Our quantitative analysis revealed that when actual consumers visited the card marketing sites, satisfaction with the credit card products drove acquisition likelihood, but so did aspects of the site that go well beyond the terms of the card issuer," said Chris Musto, general manager of the Keynote Competitive Research group at Keynote.