According to Internet Live Stats , 89% of the population in the United States uses the Internet on a daily basis. As technology continues to evolve rapidly, the customer online user experience (UX) has to be a key component of your core strategy for developing a better and differentiated customer experience through digital transactions and communications.
How do you know your online experience is meeting customer expectations?
Taking a step back to look at your digital applications through your customers’ eyes, here are some questions you can ask to gauge their online user experience (UX):
- How easy is it for customers to use?
- Can customers accomplish what they need to do on your digital applications (i.e. access their balances, pay bills on online, transfer funds, order checks, etc.)?
- How quickly can customers find information on your digital applications?
- Do notifications and alerts stand out to customers on your digital applications so they are quickly aware of actionable items?
How can you improve the online experience?
Your bank’s digital applications should be developed to focus on the needs, wants and expectations of your customers. This means your website, home banking and ePresentment should all work together to create a UX that meets those requirements. Two of the biggest trends we have seen in UX to help meet customer expectations are Mobile First Design and Self-Service.
Mobile First Design
As smartphone usage increases, more and more of your customers are using their mobile devices for most, if not all, of their Internet and communication needs. In fact, according to an FIS article posted on Mashable, 63% of millennials access their financial accounts via a mobile phone, and Generation X and Baby Boomers are following suit.
Mobile first design means you are starting the design process with mobile considerations and constraints top-of-mind, then working your way up to the desktop version. A good practice is to test out different versions of your digital applications that make the most relevant information readily available to your customers.
Over 50% of your customers think it is important to solve accounts and services issues themselves, while 70% expect a bank’s website to include a self-service application, according to Zendesk. Furthermore, Gartner predicts that by 2020, customers will manage 85% of their relationship with your credit union without human interaction. This means that self-service digital applications are imperative for your bank’s success.
Self-service applications are a win-win: your customer feels a sense of empowerment while your bank saves time and resources. Ensure you give customers the directions and tools they need to accomplish tasks themselves by partnering with home banking and ePresentment vendors that can work with you to create a seamless, yet compelling UX.
When it comes to user-friendly digital applications, the best defense is a great offense. Be sure to align yourself with ePresentment and home banking vendors who think strategically and are heavily invested in technology that can help you address your customers’ digital demands.