The mobile banking apps have simplified the process for both banks and its customers. Performing a banking transaction by visiting a bank is getting costlier especially for the banks when compared to performing it through online. So the banks are trying hard to keep their mobile banking application customer experiences better.
Forrester Research’s study in 2017 found that the key aspects for customer loyalty to banks are feeling appreciated, respected and valued. And it is indeed a challenge to meet these customer expectations in the digital experience space.
UserTesting has done a study on the banking mobile customer experience(CX) Index for Bank of America, JPMorgan Chase and Wells Fargo. And found that apps are highly rated based on the ease of use to perform the primary tasks and the speed of doing it. The aesthetics are highly rated factor as all the apps had a very good visual branding. And the users found it difficult to set the security & fraud alert features despite of believing them to be highly credible banking apps.
A delightful customer experience comes from continuously getting the user insights and working to improve the usability of the product. This will help the banks in understanding where to assist the customer and give an exceeding user experience and benefiting their bottom line.