Is technology still considered a cost center at your bank? The answer to this question is very telling. Now Banks need to think of themselves as technology companies that do banking not the reverse. The banking products have become a commodity and the digital experience is the real differentiator.
Offering six different checking accounts never really made sense. Most customers are funneled into the same account in the branch and online customers struggle to figure out the differences. All customers want to minimize their fees and maximize their interest, but most end up with the wrong product.
Digital Banks have capitalized on traditional bank customer pain points by appealing to the rate chasers, the fee sensitive, underserved segments, and starting to capitalize on white labeled implementations. They are improving the on-boarding experience, customizing personal finance management, and providing relevant and contextual communications.
Banks have access to more information than any other industry but still rely on customers to come to them. It is time to be proactive and leverage this information to build engagement and trust. To do this, digital banking and digital marketing will need to converge. New cross sales opportunities need to be initiated by service notifications coming out of online banking. Marketing efforts need to build communities of like-minded individuals with similar core values.
Banks with the best efficiency ratios will be well positioned to take market share at the end of this pandemic. Improving your efficiency ratio should begin by spending money on technology not cutting it.
Let’s start with a blank canvas and design the perfect digital bank experience for your customers. With today’s FinTechs and Banking-as-a-Service (BAAS) providers we can assemble the pieces together and make that experience a reality.
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