Surprising, but true – Internet-based activity isn’t preserve on the young “digital native” generation alone. A 2008 survey says that Generation X (those born between 1965 and 1976) uses Internet banking now more than any demographic segment, with sixty-six per cent of Internet users with this age group banking online.
Gen X users have professed their preference for applications like Facebook, to express, connect and stay part of a bigger community.
This offers some irony in this particular, since online banking, as you may know it today, offers minimal interactivity. Unlike in a branch, the place that the comfort of two way interaction facilitates the consummation of your variety of transactions, the main one way street of e-banking just has managed to give the more routine tasks, for instance balance enquiry or funds transfer.
It’s easy to put two and a couple of together. A clear opportunity exists for banks which could transform today’s passive Internet banking offering into one who provides a more predominant and interactive customer experience.
It is therefore imperative that banks transform their online offering, to ensure that it matches the newest expectations of buyers. Moreover, Internet banking must journey to popular online customer hangouts, in lieu of wait for customers to make it.
There are evident indications which the shift towards a “next generation” online banking environment was already set in motion. It is only reliant on time before these trends end up being the norm.
Leveraging of Social Networks
Forward thinking banks are leveraging existing internet sites on external sites to raise their visibility among interested groups. They are also deploying social software technology independently sites to have interaction the same communities in 2 way discussions. Thus, their Internet banking has assumed an even more pervasive persona – people are engaging with all the bank, and its products and services even if they’re not actually transacting online.
Heightened visibility apart, banks can gain tremendous customer insight from such unstructured, informal interactions. For example, a conversation on the uncertain financial future among a gaggle of 18 to twenty-five year olds is usually a signal to banks to supply long term investment products to some segment that’s previously not considered a target. Going a step further, having a positive buzz around a newly launched service can cause valuable word-of-mouth advertising with the business.
Collaborating through Web 2.0
The collaborative component of Web 2.0 applications means banks to draw in customers of their fold more than ever before before. Traditional methods including focus group discussions or consumer research suffer from the disadvantages of high-cost, limited scope and possibility to introduce bias. Feedback forms merely function as a post-mortem. In contrast, Web 2.0 has the capacity to carry a vast audience along straight away, and then do so perpetually. Thus, a curious community of prospects and customers engage in co-creating product or service which can fulfil their expectations.
The pervasiveness of Web 2.0 enables delivery of e-banking across multiple online locations and web-based gadgets for example Yahoo!Widgets, Windows Live and the iPhone. This means next generation online banking customers will relish heightened access and convenience
A New York based firm of analysts found out that 15% in the 70 banks tracked by them had adopted Web 2.0, some having complied within the last calendar year.
Standard Chartered Bank employees interact with their colleagues through Facebook and utilize the platform to talk about knowledge, clarify questions and be involved in discussions on ongoing company activities.
Bank of America, Wachovia Bank and Commonwealth Credit Union have built a presence within interactive media to produce awareness and make up a dialogue with interested communities. They have employed a number of methods, including creating YouTube communities to launching campaigns on Current TV, a channel by which viewers determine content.
Personalisation of Online Banking
Vanilla e-banking divides customers into large, heterogeneous groups – typically, corporate, retail or SME, with one kind of Internet banking page for every. That’s in sharp contradiction to how banking organisations would choose to view their clientele. Banks are moving towards customer-specificity, almost viewing each client to be a “segment of one”, across other channels, and on the internet banking is placed to follow suit. For instance, a selected home page for home finance loan customers and another web hosting banking clients is possibly a possibility later on.
Interestingly, National Bank of Kuwait had the foresight to achieve this several years ago – they enabled customers to determine which products they’d view and access, and were rewarded using a dramatic surge in online transactions.
Money Monitor from Yes Bank allows customers to decide on their squeeze page – one example is, they could set “all transactions”, “net worth” or “portfolio” because their default view. Other features range from the ability to categorise transactions according to customers’ convenience plus the printing of custom reports.
Beyond doubt, Internet banking has created a much more informed, empowered class of shoppers. This is defined to climb to another level once industry is allowed to proactively take part in many more transaction-related processes. The Internet has recently made it possible for customers to compare and contrast product loan offerings, simulate financial scenarios and design custom retirement portfolios. Going forward, they’d be able to consummate related transactions – this means, after comparing rates of interest, they might originate credit online, just as soon as secured, they are able to begin to repay online at the same time.
The emergence of Web 2.0 technology as well as banks’ wish to personalise their e-banking on the highest degree may well result in “portalisation” of Internet banking. The idea of banking customers being able to make their own spaces online, loaded with all that is applicable to them, is certainly not far-fetched. Customers can personalise their Internet banking page to reflect the positions of multiple accounts across different banks; they may include their debit card information, sign up for their favourite financial news, consolidate their physical assets position, share their experiences having a group and do more – all from a single “place”.
Money Monitor enables customers to include multiple “accounts” (at a choice of 9,000) with their page. Accounts might be savings or loan accounts with major Indian banks, or people that have utilities providers, plastic card companies, brokerage firms and also frequent flyer programs. Users can customise their pages as described earlier.