DygiScape

Chase Website Inconvenient for Customers

Apr 7, 2007 Blogging, Geeky

Chase’s online authentication is difficult for one to use because they introduced additional security enhancements. I hope by sharing my feedback, Chase will improve their login procedure because its very clear that the consumer experience was not considered.

I own one Chase credit card, and I just want to check my balance. Like most Chase customers, they would go to www.chase.com and authenticate themselves on the left side of the screen. Instead of seeing my account balances, I am presented with a choice on where to send my “Authentication Code.” Having no choice, I proceeded by clicking next.

I indicate that I want the code e-mailed to me. Who wants text messages from their bank? The last thing I want is text message offers from my credit card company. The code arrives about two minutes later in my inbox, then I continue logging in. Oh, wait — I now must re-enter my password.

Screenshots of what a customer must endure to access their account:

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Five steps to access my account.

I find the authentication process excruciatingly inconvenient, especially for a company that expects their customers to use their online services more frequently. I understand they must have this architecture in place for security purposes otherwise their customers may be vulnerable to phishing, one can only wonder — does this really secure me? It may dissuade the common phisher, but not the elite identity thief. If I had my code e-mailed to me, the attacker would only need to compromise my e-mail to compromise my bank account. Security is only as strong as its weakest point of entry, in this case — e-mail.

Did they even ask their customers? [no] Perhaps they should have anticipated this inconvenience. There are a variety of factors that go into decisions such as how many customers do you want calling into the call centers or self-serving themselves online. Perhaps, they considered the number of users who would just “do it later” and not visit their account details. I’d like to see them substantiate the decision with numbers, such as projected customer satisfaction, or increased usage of the web site, or justify the chilling fact that customers aren’t their top priority.

There is hope. (At least, I think so)

I bank with Bank of America, and they have a phenomenal login system for their web site that is safe, secure and convenient for their customers. It’s called SiteKey. Users must enter their user name and the state in which they have their account established. They are then presented with a question that they setup which are generally difficulty for anyone else to have such as prior relationships, maiden names, first hobby or car, etc. A picture is displayed (that they setup in the initial login) and they type their password. I find it incrediby easy to use and secure as well.

Chase should reconsider their login system to help secure and satisfy their customers to an even higher level. They even have a big brother to look up to and compete against, and I hope they take the initiative to revamp this. I wonder who’s call it was to roll this out. The benefit for helping your customers by increased awareness of Chase features, given a greater sense of control of their banking experience, and will prove their bank is on their side. The business benefits of this are quite clear: potential up-selling opportunities, ability to track what customers want via Web analytics, and a great opportunity to connect with customers by listening to their needs (PR reasons).

If you are a Chase customer, share your feedback on the Web site in the comments.
Consider what features you find important when using your bank online?

[tags]Chase, Web, Website, Login, Authentication, Feedback, Customer, Customers, JPMorgan, Banking, Financial, Money, Security, Phishing, Opinions[/tags]

Tags: internet, Rants, Usability