company, multinational banking, bank, service, customer service, website, virtual services, HSBC
HSBC comes from an old British colony's trading house located in Hong Kong's during the XIXe c. Later, in 1991, the business structure has been then turned into a British multinational banking and financial services holding company. This is one of the largest banks in the world, and the biggest banking corporation in Europe, with a total asset of US$2.5 trillion.
[...] Here is why, the virtual interface first drives some of the main marketing targets as the local banking agencies. While accessing the HSBC website, the predominant red and white logo draws the attention as well as it defines the visual identity of the main pages. Then, a large range of services appears to be clearly and efficiently eye-offered above and below a catchy welcoming message characterized by the professional outlook of a bright chosen picture. A woman is working, sit in a cosy lounge place. It means to create a specific relaxing and trustworthy atmosphere. [...]
[...] This formality appears, nevertheless, easier since many business corporations and business services have gone to online services as well. HSBC online Service and the Servicescape frame from Booms and Bitner Booms and Bitner's Servicescape frame According to Bitner's integrative framework model, the HSBC website duly explores and perfectly respects the correlated notions of environmental stimuli and behavioural response. As we've already been through, the homepage's impact is fundamental and clearly conveys, through a large use of light colours and cosy furniture, a significant intimate message which could be « you're like at home ». [...]
[...] It reduces and simplifies the types of experiences you may have by examining every single action through the servicescape's frame and the different layouts implemented. It applies a mix of scientific and technological processes with a dose of psychological observations to have some clear overview on the customer's daily uses and actions. This way, unpleasant experiences are handled, valuated and controlled to be next completely erased. It, thus, increases the business operations' efficiency by creating a single frame or path for individual customers to follow or to be submitted to. [...]
[...] We enter here into some subliminal considerations that take a large part into HSBC's visual identity choice. These elements are correlated in a way to finally generate the visitor's closer approach. It then authorizes some major satisfying experiences within the website deep exploration. Retained this way, the client is more likely to go further on a deeper insight about personal information and a capacity to make a contact with the bank services. The website's approach behavior The first website's specific proceeding is integrated into the homepage's plain appearance. [...]
[...] On another hand, given that the Customer Advice service appears to be completely absent from the HSBC online experience, one potential area for improvement would stand into creating a high quality standard Chatbot, directly integrated in the homepage, to help orientate any single request. And it would be advisable to create a « plus » experience by conveying the impression to have a state-of-the-art and unique service, offering to complete for example, as an ultimate stage, an automatic integrated satisfaction survey. [...]
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