Smile tops online bank ratings again

Internet bank Smile offers consumers the most complete online banking experience, according to internet measurement company Gomez.

In the latest of its internet rating scorecards, Smile was rated as the top internet bank for the third consecutive time. According to Gomez, internet-only banks tend to fare better than their clicks and mortar counterparts in terms of customer service, ease of use and on-site resources.

Traditional high street banks are neglecting the quality of their web offerings by trying to provide multi-channel banking services such as via Wap-enabled devices or digital TV, the company warned.

"Multi-channel banking is becoming increasingly popular but the internet will remain the dominant electronic channel," said Ed Bowie, a senior online banking analyst at Gomez.

"Banks still have a long way to go to deliver the complete banking experience and must strive to offer a full array of products, features and functionality to improve their service levels," he added.

Gomez analysed the financial services companies according to five categories: ease of use; customer confidence; on-site resources; relationship services; and overall cost. Smile scored the highest overall ranking as it provided "the most complete online banking experience with a consistently reliable customer service unit".

HSBC and Bank of Ireland, which were awarded the lowest rankings, were criticised for limited functionality and not providing enough information about banking products.

To see the Gomez scorecards in full click here.