BANKTHINK

How the iPhone Is Changing Banking

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Needless to say, over the last 12 years the Internet has dramatically changed the bank-consumer relationship. Mobile technology promises to accelerate that dynamic and make the physical branch less relevant.

At the turn of the century, banking was being disrupted by online upstarts such as NetBank, Wingspan Bank and TeleBank. At the same time, many of the larger regional and money-center banks saw the importance of the online channel and built rudimentary websites that allowed for basic tasks such as checking balances and account history. These services were followed by online bill pay – perhaps the most talked about feature of the day. Over time, additional self-service features were added allowing online customers to manage the bulk of their banking needs via the Web. As a result, many predicted the imminent demise of the physical branch.

But branches never died and, in fact, they seemed to flourish. In Manhattan, where our offices are located, there seems to be more bank branches popping up than Starbucks locations. But then something happened in the form of a little black box called the iPhone. Only five years old, the iPhone has ushered in the smartphone era and, with it, changes in consumer behavior that will affect banking in the years ahead. This includes

  • Instant access to answers: The always-on, always-connected nature of the mobile phone allows us to answer almost any question anyone ever has. This will bleed into financial services by requiring firms to answer questions like "What's my balance?" or "What are the best mortgage rates right now?" or "What are CDs paying now?"
  • Video chat: Oh how the Jetsons were right. FaceTime and Skype continue to become more widespread and this increased comfort with video conversations will help bring virtual tellers to the ATM.
  • Location awareness: GPS systems in mobile phones allow consumers to be tracked wherever they go. Not only are we already seeing banks use this ability with ATM locators, but location-aware "deal" functions are surfacing in a number of financial firms' apps (see Amex's MyOffers and BankAmeriDeals).
  • Integrated cameras: One of the biggest things to hit mobile finance in the past couple of years is remote deposit capture. Since USAA first launched it in 2009, we've seen widespread adoption of this feature by other banks. We are even starting to see this affect bill payment. Next year U.S. Bank plans to launch a service that will allow customers to take a picture of a bill and import the data directly to the bank's bill-pay service.
  • Cashless payments: While debit and credit cards are arguably the reasons consumers are comfortable with cashless payments, mobile payment systems are becoming more enticing. Starbucks' app showed one way mobile payments could be made without NFC, and Apple's new Passbook has the potential to make mobile payments mainstream. We're already seeing banks dip their toes into digital wallets and merchants are experimenting with systems like Square.

Where does this all lead? Will the branch finally die? Who knows? But to paraphrase Mark Twain, the reports of its death have been greatly exaggerated. It seems certain that technology will continue to reshape the customer experience and probably for the better.

Consumers will have more control over the banking relationship and as banks develop tools to meet this need, customer loyalty should increase. It seems unlikely that brick-and-mortar locations will ever completely disappear. It is likely, however, that technology will affect branch design by incorporating increasingly sophisticated ATMs, enabling smaller branches to be staffed by fewer people.

Michael Ellison is president of Corporate Insight, a firm that provides intelligence and user experience research to financial institutions.

 

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Comments (2)
Excellent comments! The smart phone will also require banks to make a decision regarding the types of advice that it will provide. Currently, the banks provide "Caveat Emptor" advice. Few bankers will publicly admit it, but when I have challenged the top executives at three of the larger banks as to why they would not offer "the prudent man" type of advice, they "tap dance" around it. Sad but true!

The smart phone can be the great equalizer for regional and community banks that want to provide "good advice" to their customers. But they must be HONEST if they choose that path. Their products cannot be unfair, deceptive, abusive, or even just bad (but legal) for their customers.

Over the last six months I have constantly commented on American Banker about the lack of commitment to good advice for customers from some of the biggest banks and not once has anyone come to their defense so readers obviously realize that there are still retail banks out there are involved in pure greed and that concern for the community is an afterthought. Opportunity is knocking via the smartphone to obtain good chunks of business from customers that appreciate good advice as much as the convenience that smart phones offer.
Posted by frankarauscher | Thursday, December 20 2012 at 12:00PM ET
Michael, I think you summed it up very well. The death of branch banking has been widely reported numerous times and yet it remains. I completely agree that new technology (much of it coming from our smartphones) is changing the way that consumers interact with banks. Transactional visits to bank branches (for tasks like depositing checks) are going to continue to decline as more consumers become comfortable with innovations like remote deposit capture. That said, the role of face-to-face interactions will always be important for more consultative customer interactions. It is these type of interactions then, that banks should redesign their branches to facilitate.
Posted by Alex Johnson | Wednesday, January 02 2013 at 1:48PM ET
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