Australian banks still missing the mark on mobile banking services: Forrester

Many Australian banks miss the mark when it comes to money management, alerts, and self-service features on their mobile apps, and the absence of these services hurts the customer experience.

That’s a key finding in a new report from Forrester Research into Australian mobile banking apps called Mobile Banking Apps Take Center Stage As Australians Embrace Digital Banking.

The authors of the report say that the absence of such features leaves customers in the dark when it comes to staying on top of their finances and completing customer service tasks at will.

In the report, Forrester argues that great mobile banking experiences don’t exist in a vacuum. “They require a clear vision, an incredibly strong customer focus, and senior leadership support and buy-in. Without these, digital experiences will struggle to find traction and miss the mark on brand promise; your mobile app may try to be too many things to too many people.”

The analysts say that when planning and designing mobile experiences, digital banking executives must ensure that the app is an extension of the existing digital portfolio and bears the same CX ethos and priority. “To deliver the consistency customers crave, you must understand the larger digital ecosystem around your mobile app and keep brand promise, values, and vision connected.”

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Source: Australian banks still missing the mark on mobile banking services: Forrester – Which-50