By : Dan Weis
June 29, 2017 08:00 AM
No bank can afford to be without a mobile app
Yet there are still a wide variety of capabilities out there. While the best-performing apps can offer a huge range of features, allowing users to manage any aspect of their finances from their phone, others still struggle to provide anything beyond basic functionality. In today's environment, a poor experience could easily drive customers to a competitor, so this is not an area that businesses can afford to ignore.
A recent study by MagnifyMoney reviewed the offerings of over 100 of the biggest banks and credit unions in the US to identify the best and worst-performing apps - and eight of the top ten relied on NCR digital banking solutions. So what actually makes a great mobile app? Here are a few must-have features.
Slow apps will turn off many users, but this needs to extend beyond just loading up each page quickly. Users also need to be able to find the info they need at a glance, without having to swipe or hunt through nested menus.
User authentication is a vital security step for any mobile banking app - but this does not have to be a tedious process. With a growing number of phones offering biometric tools, support for solutions like Apple's Touch ID is now a must for any good banking app.
Money transfer capabilities
Being able to move money between accounts or make payments should be a minimum requirement of
The ability to
Check use may be declining, but it's still an important payment method for many people. So the ability to deposit a check via mobile is still vital. In fact, this was highlighted by respondents to MagnifyMoney's survey as a key feature of its number one app - that of Eastman Credit Union.
Alerts and notifications
The ability for
Effective mobile banking apps also provide a way for FIs to offer their customers most contextually-relevant information at any given time. For example, they could show car loan offers at auto dealerships, or lines of credit if a consumer is visiting a home improvement store a lot. Mobile devices can also be a remote control for a consumer's banking interactions, such as by using beacons to automatically check the consumer in when they arrive at the branch.
Moving between channels
Mobile banking apps also shouldn't work in isolation. Connecting with other channels such as social media or phone banking from within the app also make users' lives easier. Being able to call a representative from within the app and seeing an estimated wait time, or withdrawing cash from ATMs through an app, helps create a more connected omnichannel banking experience.
Nick Clements, founder of MagnifyMoney said: "In the past five years, adoption of mobile banking more than doubled, while the number of people banking on tablets increased more than eightfold."
Therefore, offering a feature-rich mobile experience that stands out from competitors and makes life as easy as possible for consumers needs to be an essential part of any bank's future strategy.