BOSTON-Financial institutions are not adequately promoting their mobile banking offerings, according to ath Power Consulting, a provider of financial services research and customer experience strategy development.
The firm said its "2012 ath Power Mobile Banking Study" also found remote deposit capture is the missing feature most sought by bank customers. The national study ranked customer satisfaction with today's mobile banking offerings, with USAA earning the top spot with 73% of its users claiming high satisfaction.
"The revenue potential for banks who add compelling features to their mobile offerings could be significant," noted Frank Aloi, president and CEO, ath Power. "However, it is alarming that only 10% of users were prompted to first use their bank's mobile channel by their actual bank. This indicates a clear lack of customer education, yet an obvious opportunity for banks to take initiative to promote their offerings."
Other Key Findings:
*About one in eight mobile banking customers say they'll change banks within two years compared to one in five among the general customer base.
* The quality of a mobile offering is a major factor in choice of bank among the mass affluent and small business owner segments.
* The mobile channel is set to play a big role in fraud prevention as mobile adoption improves and consumers become more familiar with alerts.
* Customer support is lacking. Only one out of five users were offered any option to customize their user interface and 40% failed to find links for technical support.
In an online survey, 1,527 mobile banking users provided information about their current banking behaviors and assessed their present mobile banking experiences on several dimensions including ease-of-use, satisfaction and problem resolution. In the hands-on audit, 350 mobile banking users sought out certain features and performed specific tasks using their mobile banking applications.
For info: www.athpower.com/home/mobilebanking.php