From Amazon to Uber Eats, people have grown accustomed to convenience and speed.
Likewise, in today’s fast-paced world, customers expect more than ever from their banks. They want quick, easy, and hassle-free banking that fits into their busy lives. Lengthy processes, confusing paperwork, and long wait times are a thing of the past.
Who wants to spend hours filling out paperwork or waiting in line at a bank?
NOT MODERN CUSTOMERS. NOT THE MILLENNIALS.
According to FICO’s consumer research, on average, millennials (ages 25-34) hold 6.27 financial products compared to 5.79 for the entire U.S. adult population. So, as a bank, this is probably the demographic that makes up a big chunk of your customers.
“Bank marketing and strategy leaders should focus on factors important to millennials and Gen Z, as they are most likely to switch providers.” —Morning Consult
So, are you focusing on the right things that will prevent your customers from going away? Or is your marketing department still stuck on the traditional strategies?
In this blog, we explore the most common mistakes that commercial banks make that negatively impact customer satisfaction and drive customers away. iCG offers practical solutions and B2B partner programs that banks can use to avoid these mistakes and improve customer experience. Partner with us.
Mistakes That Turn Customers Away
Lack of Protection of Consumer Data
Cyberattacks and data breaches are costly. Customers who do not feel their data is safe with you will likely look for a more secure option.
In 2020, KPMG surveyed 1,000 American consumers, of which, 87% said they view data privacy as a human right.
In the U.S., the Gramm-Leach-Bliley Act (GLBA) requires “financial institutions – companies that offer consumers financial products or services like loans, financial or investment advice, or insurance – to explain their information-sharing practices to their customers and to safeguard sensitive data.”
Therefore, as a bank, you must ensure adequate measures to protect your customers’ data and comply with relevant regulations like the GLBA. Failure to do so will result in financial and reputational damage, as well as legal consequences.
Lack of Straightforward Prices and Fees
Overdraft fees, ATM fees, and hidden transaction fees are some of the most common reasons customers switch banks. Customers want transparency in their banking fees and expect to be able to compare prices across different providers easily.
Customers hate overdraft fees.
“Overdraft fees are really one of the most abusive forms of lending the banks engage in.” —Lauren Saunders, National Consumer Law Center.
Lack of Online and Mobile Banking Capabilities
More than half of Americans, approximately 61%, used digital banking in 2018. This number was projected to increase to 65.3% by 2022.
And with the rise of smartphones and mobile technology, customers expect to be able to access their banking services anytime, anywhere.
Bad Customer Service Experience
“Customer experience (CX) is the new marketing battlefront. More than two-thirds of marketers responsible for CX say their companies compete mostly on the basis of CX.” —Gartner Customer Experience Marketing Survey, 2017.
Long wait times, unhelpful representatives, and poor communication are common complaints that customers have about their banking experiences.
Consequences of These Mistakes for Banks
Failing to address these common mistakes will have significant consequences for your bank.
Customers dissatisfied with their banking experience will likely switch to competitors, resulting in lost revenue and decreased market share. Poor customer service, hidden fees, and data breaches will also damage your bank’s reputation and erode customer trust.
Steps Banks Can Take To Avoid These Mistakes
#1: Reduce PCI Scope
Banks can use a third-party payment processor like iCheckGateway’s Payment Portal Scope to reduce their PCI scope. At iCG, we help banks generate fee income by partnering with us to provide merchant account services to their commercial accounts.
iCG provides services such as hosted payment solutions that help banks facilitate their corporate customers to accept payments securely and efficiently without storing sensitive customer information.
Customers can then easily accept ACH and credit card payments online through iCG’s hosted payment portal.
#2: Build a Suite of Products
Build a suite of products that meet the varying needs of customers. This helps you cater to different customer segments and provide more value to your customers.
For example, you can offer basic checking accounts with no monthly fees or minimum balance requirements and premium accounts with additional features like higher interest rates and cashback rewards. This will appeal to customers with different financial situations and preferences.
#3: Virtual Terminal
By using a virtual terminal, banks can offer their customers with merchant accounts more flexibility and convenience when managing their payments. iCheckGateway.com provides a virtual terminal allowing your customers to process ACH and credit card transactions efficiently.
#4: Training and Technology
Provide your employees with comprehensive training to improve their customer service skills and ensure they are equipped to handle a variety of customer interactions.
You can use technology to improve customer service. For example, you can use chatbots and virtual assistants to handle simple customer inquiries and reduce wait times. Additionally, you can offer online and mobile support options that allow customers to quickly and easily get the help they need.
Another solution is to offer personalized service to customers. Collect data on customer preferences and behavior. Then tailor your services and communications to meet individual customers’ needs better. You can use data analytics and A.I. technologies to assist you in understanding the customers’ preferences. This will help to build customer loyalty and improve the overall customer experience.
Measuring the Impact of Changes on Customer Satisfaction
Harvard Business Review says, “it’s 5 to 25 times more expensive to acquire a new customer than retaining an existing one.”
Therefore, when you get the right customer, you should hang onto them.
You should frequently measure the impact of the abovementioned strategies on customer satisfaction. You do this by conducting customer surveys and analyzing metrics like customer churn rate and Net Promoter Score (NPS).
Ask the right questions to get meaningful feedback:
- How satisfied are you with our products and services?
- How easy was it to use our online and mobile banking services?
- Were our fees transparent and easy to understand?
- Did our representatives provide helpful and courteous service?
- How satisfied are you with the security and protection we provide for your data?
Analyzing customer churn rate will help your bank determine whether changes are having a positive impact on customer retention.
Real-World Examples of Banks That Have Improved Their Customer Experience
Bank of America’s Erica Chatbot
Erica is a prime example of how artificial intelligence (A.I.) can revolutionize the banking industry. After years of development, Erica has become a pivotal part of the bank’s personalization strategy, with over 10 million customers already utilizing her services.
As a financial assistant, Erica provides a seamless self-service experience for customers to handle common issues without needing a live operator.
TD Online Banking and Mobile Banking App
TD Online Banking allows customers to perform various banking tasks, such as:
- Send money with Zelle
- Bill pay
- Deposit checks 24/7
- Email alerts
With TD Mobile App, TD Bank has demonstrated its commitment to providing customers the flexibility and convenience they need to manage their finances efficiently, anytime, anywhere.
Partner with iCG for Solutions That Improve Customer Experience
At iCheckGateway, we offer several solution-as-a-service and B2B partner programs that help banks avoid these mistakes and improve their customer experience.
From ACH processing to hosted payments, at iCG, we provide the tools you need to offer your customers more flexible and convenient payment options. Schedule a discovery call with us today to see how we can help you improve your customer experience and grow your bank.
