None of us are strangers to bad experiences. We’ve all endured long waits at the DMV, poor dining experiences at a restaurant, or reckless Uber rides. These experiences define our desire to return, or not return, as a paying customer. Bad experiences make a lasting impression.
When it comes to banking experiences this same principle stands. A bad banking experience will make us less inclined to stick with our bank in the future. With the rise of digital banking, customer face-to-face interactions are becoming more and more rare. This makes human experiences even more valuable, and bad ones even more harmful.
Arming bankers with the best tools and solutions to intelligently engage with their customers is vital to providing an elevated customer experience — one that will have customers leaving the interaction with a smile and sense of security. The UI/UX of these tools plays a major part in enabling bankers to provide great customer experiences. A great UI/UX keeps a banker engaged with the right data at the right time, and focused expressly on their customer.
Let’s look at a few examples of why a modern UI/UX is key for today’s bankers:
Consumerized Usage Behaviors
Consumer applications and services are integral parts of our daily lives in 2019 (for better or for worse), and as such, we’ve grown to expect smartphone type experiences to carry over to our enterprise applications. Fintechs are leveraging this customer desire by providing consumer-grade solutions that compete with banks mainly in the digital space. This distinction isn’t just important for understanding customers. Banks need to also apply this knowledge to understanding their employees. Bankers also want secure, mobile experiences from their banking tools because it gives them access to timely customer data when and where they need it. Arming bankers with older and inefficient tools creates friction, inefficiencies, and ultimately poor banker/customer experiences.
So how do you fix this? Banking is filled with a plethora of core banking and CRM applications that look like they were developed 15 years ago. And that is being charitable.
I currently work as a Marketing Specialist at BankSight. We’re a Customer Engagement and Growth Platform, purpose-built for banks and credit unions. To create a seamless and positive user experience for bankers, we partnered with a top-design firm to marry functionality with aesthetics. We knew that we needed to be on the leading-edge of UI/UX.
The Net Result: Industry leading banker user adoption rates of 80%+.
In 2018, BankSight deployed at a $5B bank with $12B in wealth assets in less than 5 months across 6 lines of business. Since implementation, the bank has seen over 90% banker adoption. This contrasts with the ~30% we typically hear for banker user adoption of traditional, legacy customer relationship tools.
Giving bankers a singular and easy-to-use application to interact with their customers in real-time gives them freedom to focus on personalized engagement the way they know best. Our customers see significant operational quality benefits, increased net promoter scores and cost savings after empowering their employees with BankSight.
Banks and credit unions require a different breed of customer engagement tools. The one-size-fits-all traditional CRMs don’t work for banking without expensive and time-consuming customization. From conducting hundreds of banker surveys, we know that bankers want a single view of their customers’ financial accounts, relationships, events, and recent activities with the bank… to get a clear, fast and informed view of each customer.
Creating a UI/UX that conveys all these pieces of information in a simple yet detailed manner is no easy task. We knew this from the start of BankSight and leveraged our previous banking experience, market research, and design partnerships to create a stunning, banking-specific, UI/UX.
Personalization & Customer Engagement
Whether over the phone, in person at a branch, or via email, supplying bankers and relationship managers with the right data points about each customer is important to creating a valuable customer experience. Many bankers have to “swivel-chair” across multiple systems to gather the information they need about a customer.
With BankSight we curate financial accounts, relationships, events, and notes in one place called the Single View. Additionally, we leverage machine learning to generate product/service recommendations to help bankers deepen customer engagements. Our Banker Dashboard provides bankers, lenders, and relationship managers with a focused lens to view their most time-sensitive priorities, customers, and progress. Each recommendation and insight provides a new opportunity for bankers to engage with their customers in an intelligent, proactive and personal manner. This leads to increased customer stickiness, wallet share, and referral ratios.
The image below is an example of the BankSight Customer Single View.
Mobile is the New Norm
A report from seismic.com indicates that, “Since 81 percent of consumers now own a smartphone, 60 percent now report using mobile banking in some way, up from 36 percent in 2012.”
Just like banking customers, bankers also expect and want mobile access from their customer engagement tools. A seamless transition from desktop to mobile phone, laptop, or tablet makes customer engagement easier on the back-end, allowing bankers to focus more on personalizing the engagement.
The consumerization of the enterprise is upon us, and for good reason. A modern UI/UX pushes the efficiency of software. In banking, banker enablement is central to elevating the customer experience and driving referrals. Banking software doesn’t have to be confusing or time-consuming. It can be beautiful and easy to use.
For a deeper look at the modern UI/UX of BankSight, see our demo video archive here: https://vimeo.com/banksight