The former New York mayor once said: “If you cannot measure it, you cannot manage it and so you cannot improve it.” Quite true. Any digital activities without metrics is pointless.
Even the digital strategist in the banks have started to question the user interface through the new Mobile Banking channels.
Recent Forrester research has deepened the factors that encourage the use of Mobile in the relationship with credit institutions.
Let’s look at 3 leading factors according to us.
– The User Experience: The UX of a mobile app is absolutely critical to make the customer feel safe and able to easily carry out their activities, even more so in a field (finance) which is certainly “sensitive.” It is important to build positive emotional experiences and stay somewhat close to the user in this step.
– The Alerts: The alerts reveal a fundamental tool to improve the mobile banking engagement. Those who use and/or receives alert, log in, on average, two more days per month than those who do not receive them. This must induce digital strategists to continuously improve this channel of communication between bank and customer. We at Ubiquity since many year, manage beside all of our products, SMS Alert on behalf of major domestic and international banks. Our Mobile Finance report demonstrate continues growth (double-digit, year-over-year) SMS usage.
– Easy To use. Users seem to prefer Apps which are simple looking and have easy usability. Shorter sessions, with quick operations successfully concluded rather than long sessions across several areas. We use Occam’s razor, we tend to minimalism, because this is the sentiment of the loyal “mobile” users.