Page 49 - Banking Finance AUGUST 2015
P. 49
ARTICLE
A. Pre Login Experience when saving deposits are made. Bank- Picture the scene - You walk into a
ing gamification will generally be tar- branch and are approached by a
Banks are simplifying navigation and geted at encouraging regular en- branch worker who already has your
removing banker jargon across from gagement - i.e. logging on more of- details loaded on their tablets so that
their mobile and online banking inter- ten. This will drive more use of digital they can immediately respond to your
faces to avoid missing out on poten- - which drives down the use of service request. You are identified by
tial business just because the process branch-based banking (which costs a facial recognition scan as you enter
required too many clicks. more). the branch, and as an existing pre-
mier customer, are singled out for ex-
The 'beauty imperative' in financial B. Frictionless Banking clusive treatment. Using this informa-
services will begin to differentiate of- tion, banks can offer customized ser-
ferings. Apple Watch is a great ex- Frictionless banking is any point of a vices based on your needs and provide
ample of how the tech sector is em- customer interaction where there is interactive, highly intuitive services.
bracing fashion. Beauty is also impor- no inertia or delay when attempting
tant in designing financial channels to carry out transactions. For ex- C. Digital Customer Service
and products. ample, a long and cumbersome iden-
tification process, when a customer Customers like to research products
Westpac - a bank in New Zealand - can be quickly identified using bio- themselves. By gaining insights from
rolled out its "Cash Tank" feature for metrics. their online activity, banks can under-
mobile bankers, where customer stand a lot about their requirements,
could view key information like ac- Frictionless banking delights the cus- and then contact a customer through
count balances without needing to tomer, by completing a transaction social media channels to suggest a
log in. faster than they anticipated, with product and then follow up with a
fewer steps, or by providing value web chat, with document capture via
Gamified Banking added services tablet, and final approval through the
online bank.
Gamification is the application of Further, the user interface should be
computer game concepts in day-to- easy to use and optimized for both Companies such as Amazon, Google
day software applications, apps and mobile and online. This can be and Apple operate as if they are read-
web sites. In terms of banking there achieved through responsive Web de- ing their customers' minds. They typi-
are many experiments going on from sign that provides an optimal viewing cally deliver experiences and offers by
apps that reward users with points experience of content on a variety of applying insights captured from the
when they explore new services, to devices. The mobile version of the digital data that surrounds people,
ones that unlock in-app game levels organizations, processes and prod-
website that is ucts.
designed using
this approach For a successful transition to digital
shares the same banking, banks must formulate a
URL as its desktop strategy focused on six key areas with
counterpart while a provision for a seamless experience
the content ad- across all channels:
justs itself to the 1. Mobile and online capabilities
device's screen
size, thus deliver- 2. Augmenting in - branch experi-
ing a consistent ence
experience to the
user across de- 3. ATMs
vices.
4. Leverage customer data
BANKING FINANCE | AUGUST | 2015 | 49
