HSBC : Coordinated customer routing

Banking giant shows the power of a joined-up, user-centric approach to helping customers get in touch or log in


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The feature

HSBC.com features two prominent utility links in its header, to ‘Online banking’ and ‘Contact’.

The ‘Online banking’ link triggers an overlay that allows customers to select which type of banking site they require, in combination with a country if applicable. Visitors are sent to the correct location within the HSBC digital estate, and can tick a checkbox to remember their choice.

The Contact link leads to a page with tabs to help audiences narrow down options according to need.

A ‘Customers’ tab is the default, and houses a replicated version of the ‘Online banking’ selector mechanism, described above.

The takeaway

On its own, the ‘Online banking’ mechanism is a neat way to help customers find the right HSBC website in a complex estate.

It is user-centric – an impression strengthened by the ‘remember me’ checkbox function – and means that customers do not need to understand the bank’s particular international and digital footprint. Many corporate websites fall into the trap of presenting a site directory based on the company’s operations or existing web estate: an inside-out approach which can confuse customers who do not have an in-depth knowledge of the organization.

HSBC’s solution is made even more powerful through its relationship with the Contacts page.

Any customers who mainly want to get in touch, and so click on Contact, will still be routed from there to the correct business or local website, which is the best way of making contact, as the page clearly and helpfully explains.

Using the same mechanism is efficient for both user and web team alike, and placing it behind both Contact and Online banking links means HSBC is providing multiple routes – again based on user needs – to the same destinations.

https://www.hsbc.com/who-we-are/contact-us?countryid=GB
First published 11 November, 2020
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