The Harris Poll conducted a survey of more than 1,600 digital banking users at the end of January. They found that 32% of respondents said they are willing to leave their current banking relationship for a better digital experience. While there has been a lot of discussion surrounding mobile banking and all the new conveniences it brings to the credit union industry, it’s time to step it up. Simply having a mobile banking app is no longer sufficient. Members want more and more out of their in-app experience but how do you raise the bar? Digital banking has opened the door for credit unions to enjoy efficiencies and cost savings by moving transactions to a self-service medium but it has to be done right.
In fact, a recent study further equated the benefits from a cost savings perspective and how mobile banking apps directly impact a credit union’s bottom line. They found that when a member chooses to perform their transaction in-branch, it costs $4 on average to complete, however that same transaction will only cost $0.10 if completed digitally. There is also the obvious appeal to the Gen X and Millennial banking population, who seem to gobble up new tech advances. Despite all these benefits, recent surveys have shown that mobile banking app usage is trending down, with sources citing that members still tend to just use the app mainly for basic tasks such as checking an account balance or viewing transaction history. Data shows that many leave the more intricate transactions for a branch visit.
There have been various reasons noted for this decline but many of the frustrations seem to stem from tasks becoming too complicated to complete and the overall app layout not being user-friendly. To be successful, an app’s ability to perform basic transactions is most important, bringing added value to the member and the reason for downloading it in the first place. It needs to be intuitive in accomplishing a task or performing a transaction. Aesthetics and screen simplicity (User Interface) are also important, with visible branding and a layout similar to the credit union’s website, adding to the app’s credibility and authenticity. With these ideas in mind, here are some of the more commonly reported frustrations with mobile banking apps:
continue reading »