The movement of banking activities to the the mobile devices has taken place, and while reservations exist some consumers, the shift in how customers are swayed is underway.
The race to offer the best experience across all digital banking channels is “the next battleground for banks”, according to the 2016 SITEisfaction survey by insights company Columinate. “What was once a war of getting the first app to the market is now a war of having the best banking app in the market,” according to Columinate’s analysis, published the day the survey results were released.
Mercator Advisory Group arrived at a similar conclusion. The look, feel and flow of a FI’s mobile banking app will increasingly be the primary point of engagement. While we believe branch offices and Kiosks will certainly play a role in consumers’ perceptions, the time spent and the expansion of activities and the eases at which they are conducted in the mobile digital environment will be the main determinant for choosing a FI to bank with for more and more consumers.
Overview by Joseph Walent, Associate Director, Customer Interactions at Mercator Advisory Group
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