Apps need to give customers confidence in ease of use, speed, aesthetics, credibility and user experience, as well as the ability to receive tailored communications through favored channels from their financial institution of choice, writes James Brown, CEO of Smart Communications.
Financial institutions lack the puzzle pieces for giving their users a good customer experience within their mobile apps, leaving many dissatisfied and looking for a new solution from payment apps and fintechs, contends James Brown, CEO of Smart Communications.