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Perfecting Digital Banking for a Nation of Multi-Screeners

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BY BILL PRICHARD

Is your credit union prepared for mobile devices’ impending majority takeover of financial transactions? Accommodating all the various such devices your members use will be a main concern for CUs in the very near future. These tips will keep you serving your members as mobile tech takes over.

Within two years, more than 50 percent of all banking transactions will take place on mobile devices. This means that a majority of your member interactions will happen over a mobile phone or tablet – and you need to be ready.

“Google originally coined the term ‘multi-screeners’ to describe a shift in consumer behavior that is playing out in the marketplace today,” said Stephen Bohanon, founder and chief strategy and sales officer for Alkami Technology, Inc. (www.alkamitech.com) of Plano, Tex. “The life of a multi-screener is all about speed, convenience and constant connection. The average multi-screener juggles a variety of devices throughout the day and expects the experience you provide digitally to be consistent across all of them.”

Delivering Functionality Across Devices

According to Bohanon, meeting these expectations within a digital banking application requires a highly flexible, extensible platform that delivers dependable functionality in every possible context.

“As a credit union, you never want to deny your member a product simply because that member is using the wrong device,” he said. “If a member wants to open a loan from a smartphone, you need to be able to accommodate this request or you are driving that business right into the hands of a competitor.”

Bohanon emphasizes that mobile technology may be playing a greater role in the member experience today than many credit unions realize, and this trend is only going to accelerate in the future.

“Ten times a month the average credit union member logs in to a digital banking system, and most of the time they are on a mobile device,” he said. ‘If your mobile functionality is limited, you are limiting your opportunities to serve – and sell to – your members.”

What Digital Consumers Expect

While offering a mobile banking app is a great first step toward serving today’s digital consumer, the quality of the mobile experience you provide is equally important.

“Your mobile application should have a native feel,” said Bohanon. “This means that everything a member views and does on the mobile device should appear like it was purpose built for mobile.”

This content is for CU BUSINESS eMagazine , Special Deal: 2 websites , and NEW! The Leadership Team Builder Group Subscription members only.
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