24/11/2009 - Lloyds TSB stays ahead as other major banks improve

The latest November 2009 SMS consumer monitoring quarterly update from Mapa shows that the banking sector continues to dominate SMS sending in the Financial Services sector.

Whilst Lloyds TSB remains at number one with double the mention of its nearest rival, both Abbey and Natwest have increased their mentions over previous quarters.

Nearly one in five of the population claimed to have received an SMS from a Financial Services company which is three percent up on the last Mapa survey conducted in August 2009.

Satisfyingly for those using the channel; the respondents less likely to recommend their provider as a result of receiving the SMS continues to decline and now sits at 12%. Likewise the more likely to recommend has stayed solid at around one third of respondents whereas the remaining respondents are not swayed either way.

Reviewing the data over a year LloydsTSB remain comfortably ahead both in terms of total mentions and net recommendations. This shows that it is possible to use the channel as a significant contributor to driving up positive customer experiences (See example of SMS recently received by a Lloyds TSB customer registered for Mobile Banking to the right informing on identity fraud).

Overall one third of respondents claim to have received an SMS from a non financial services company, which would suggest that there is still some growth for Financial Services companies in more closely reflecting their central role in people’s lives.

What is the Mapa SMS Customer survey?
Since January 2008 a panel of consumers, representative of the UK population (2,000 adults), have been asked a series of SMS related questions on a quarterly basis. The questions asked gather examples of SMS communications received by consumers. Both immediate market data and trends are available to subscribers.
If you would like to find out more email: mark@mapa-uk.com

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