The Future Has Arrived: It’s Time to Emphatically Embrace Online and Mobile Banking
It is an undeniable fact that consumers have accelerated their shift toward virtual service channels and have modified their behavior from physically driving to their community-based financial institution’s local branch offices. This trend is being further propelled by the rapid adoption of mobile banking and the desire for native tablet banking apps. Online banking, too, is evolving with heightened expectations for personal financial management (PFM) and more robust payment options. We are living in a web-based world, and expectations for high service quality extend well beyond the office hours at your brick and mortar locations. Gone are the days when high consumer satisfaction meant having a friendly and knowledgeable staff. Community-based banks and credit unions are now being judged on whether they offer connectivity through a dizzying array of devices and are expected to deliver great service at each point of contact.
Consider this. In the fall of 2001, a Raddon Financial Group survey found 14 percent of households use online banking. However, a decade later in the fall of 2011, Raddon reports more than half of all households bank online (63%). This same survey further reported that mobile banking usage has grown to 15 percent of households, double what it was just two years ago. What this means for the financial services industry is that those who linger in expanding their virtual channel services will lose accounts and market share.
The challenge may be in meeting the high tech delivery expectations of consumers defecting from the major banks.
In the wake of the November 5, 20011 Bank Transfer Day, community-based banks and credit unions have an opportunity to heighten their position as trusted financial intermediaries to consumers and businesses that may not be as familiar with them. This is both a challenge and an opportunity. While attracting new business is certainly an opportunity to be embraced by all, the challenge may be in meeting the high tech delivery expectations of consumers defecting from the major banks. To do so, financial institutions must upgrade their technology to meet the demands of an increasingly digital and mobile population. Banks and credit unions must consider deploying more robust online services and serving the mobile banking needs of all customers regardless of their preferred device.
Additional and enhanced self-service channels are not only expected by consumers; these services reduce obstacles to market growth imposed by brick and mortar limitations. Seamless integration of self-service channels will transform the branch of the future where routine transactions are handled through self-service channels and increased face-to-face assistance can be provided for those needing individual attention.
32 percent of Gen Y already banks using their mobile phone.
There are new market opportunities through the growth of online, mobile, and tablet products and services. In its fall 2011 National Consumer Research, Raddon found that 76 percent of Gen X and 83 percent of Gen Y are using online banking, and in what may come as a surprise, 59 percent of Baby Boomers claimed online banking usage, as well. It is not just for the younger “tech-savvy” demographic. As the smartphone becomes their modus operandi and the primary Internet device, we can expect to see the same trend. In fact, 32 percent of Gen Y already banks using their mobile phone.
Online and mobile banking allows community banks and credit unions to level the playing field with larger, national competitors. Upgrades in technology that encourage and enhance online and mobile services deliver an attractive local option with all the perceived bells and whistles of the “bigs.” As Bank Transfer Day proved, and continuous surveys attest, consumers believe they receive better customer service and relationship-based banking with community financial institutions. With Americans looking for alternatives to the big banks, now is the perfect time to adopt mobile and tablet technology and expand online capabilities.
Self-service is becoming more ubiquitous. Across the country, more and more Americans are looking to do their banking through online and mobile services. It is time for banks and credit unions to understand the deep impact technology is having on their self-service and branch channel strategies with the advancement of technologies. As online and mobile banking penetration escalates, services such as remote deposit capture, person-to-person payments, and mobile payments become more important.
The embrace of online and mobile banking will require simplified solutions that improve usability by both employees and accountholders. And as more transactions are done through self-service channels, customer satisfaction will be based more heavily on usability and simplicity factors that aid rapid, error-free transactions.
Online and mobile banking is not the wave of the future, it is now, and it is increasingly becoming the expectation of consumers. There is no shortage of challenges for banks and credit unions in today’s economic climate, but by improving technology and increasing online and mobile offerings, costs will go down, revenue will go up, and accountholders will be satisfied.| Comments (RSS) |