A global financial expert has shared his thoughts on the future of mobile banking in an interview with a leading industry publication. Writing in MobileMarketingMagazine.com, Simon Pomeroy, head of digital and customer experience at Westpac NZ, highlighted the changing behaviour of consumers in regards to personal banking.
‘Consumer uptake of new technology is impacting traditional business models around the world, and banking is no exception,’ states Pomeroy.
“No matter where you live in the developed world, the issues customers have with banks are common and research shows that 71 per cent of people want to be able to do everything on a mobile device that they can on a personal computer.”
Pomeroy argues that UK banks need to move from a branch to a digital environment for users, while still offering a seamless experience. This includes providing full banking functionality across tablets, mobile and desktop devices, offering the same products and services over a variety of platforms. He highlights how Westpac has reduced calls to its contact centre by introducing a new mobile application which deals with customer service enquiries.
Indeed, he states that 35 per cent of the bank’s active online customers are accessing their accounts via mobile. The business has seen a 457 per cent increase in mobile logins over the previous 12 months. ‘We get more customer visits to online banking in a day than we get calls to our contact centre in a month,’ he adds.
Pomeroy ends the article by discussing how evolving consumer behaviour is resulting in this change in customer contact channels.
“The change that is occurring in banking, as in the other traditional big models, is being driven by the customer, and decisions in meeting that challenge will have flow-on effects for years to come,” he comments.
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