Featured Story: Class Project

Huntington National Bank Expands Live Chat Customer Service

The constant changes in technology have created a shift in how banks communicate with customers. With the demand for fast and efficient service growing and customers wanting to “speak with a person” rather than a voice automated system, as caused several banks to engage in the world of online chat banking systems. Growing changes in technology has created the demand for ‘live chat banking’ to be a growing form of communication. Such growth and interest in having a live chat banking option on the banking site has created smaller banks like Huntington National Bank to push to utilize this service by expanding and creating an environment online that creates an increase in efficient sales and service community for customers.

Several banks have already seen the growth in using chat banking as a form of communication to increase customer service, and boost sales. An ecommerce study done in 2011 found that “some 83% of those who had used live chat agreed it should be made available on every page, and 23% had actually abandoned a website because it lacked a live chat feature.” These findings being the proof needed behind a Midwest bank like Huntington National Bank to expand its service to their Ohio Customer service. 

Along with creating a more fast and efficient way of servicing customer’s the culture behind traditional customer service has changed. Although changes have been seen throughout the banking world, Huntington has experienced noticeable changes. The “live chat” option has always been a part of the Huntington banking experience, however, the increase in customer’s preferring to speak with a person through the chat banking form of communication has caused Huntington to look at the expansion into their Columbus, Ohio customer service center. Huntington found in a 2011 survey taken online that customer’s preferred “chatting online to waiting to speak with a person over the telephone”. They also found a 67% increase in ‘accepted live chat invitations’ and a need to increase ‘live chat invitations’ by 70% since rolling out their Asterisk-Free Checking account and offering the 24-Hour Grace Period.

In addition to live chat creating a 45% leap in revenue for Huntington, the turn around on satisfied customer’s has been even greater of a satisfaction. One three year veteran live chat banker Steffanie Jensen has experienced a jump in satisfaction from customers serviced from her. In a personal monthly survey showed that the percentage of customer’s would recommend Huntington to others increased 20%. Jensen having initially beginning her career at Huntington National Bank as a phone customer service associate she notices the differences that have proven to impact customer response to the banking experience they were once accustomed to receiving. Jensen states that, “being in this role has created several opportunities for me, not just for being able to provide the kind of service the customer is looking for when contacting their banking institution but also by creating an environment where the customer feels as though they are receiving fast and efficient service through chatting, but are also building a relationship with their bank, and I believe that this is what Huntington is all about.”

Huntington National Bank not being the front runner in live chat banking has increased and expanded its ‘live chat bankers’ to build relationships with customers and meet demands. It is their hope to be a front runner in the Midwest and supply what not only the competition is providing but meeting the needs of the customer’s. In a technology driven world chat banking will serve a higher purpose for years to come especially with customer’s who are constantly moving and the time once used spending hours on the phone is now better used spending moments on a computer or tablet getting help from a live person.