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The following benchmarking study sets out to answer the questions: How can banks deliver excellent and distinctive customer experience? Who are the winners, losers, visionaries and laggards? And, what are the crucial technologies to realize these opportunities and enable a competitive edge?
The rise of neobanks has reshaped the way banking is conducted—but has also elevated customers’ expectations for innovative and easy-to-use mobile banking solutions. Traditional banks have sought to narrow the gap through large-scale digital transformation programs. However, in a digital-centric era, excelling in everyday banking journeys is critical. As analog channels diminish, digital CX becomes the key to capturing and retaining customers. Empathetic design and distinctive features are vital, but robust technology is equally critical. Six key tech elements were identified as being instrumental to delivering an excellent user experience. Beyond experience fundamentals, there are considerable opportunities for innovation, sustainable advantage and differentiation. Publicis Sapient identifies four pivotal trends for differentiation: hyper-personalization, inclusive design, progressive interfaces and expanding banking boundaries.
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Let's delve into the pivotal opportunities that set these leading institutions apart and pave the way for future advancements in the banking landscape.
In the rapidly evolving landscape of mobile banking, the pursuit of competitive distinction is a race against time. Beyond experience fundamentals, Publicis Sapient’s research unveiled four pivotal avenues for redefining how banks engage with their clients. We looked at the 32 banks originally assessed as well as additional global neobanks. From the realm of hyper-personalization, where AI-driven experiences reshape the customer journey, to the imperative of inclusivity and the quest for progressive UI, these trends are poised to revolutionize the industry. And beyond the confines of traditional banking, the emergence of super app ecosystems and innovative marketplaces heralds a new era. The question becomes: Which banks will be early movers in navigating this dynamic terrain, aligning with shifting customer expectations and capitalizing on strategic growth opportunities to become tomorrow’s customer experience champions?
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Publicis Sapient analyzed six core banking experience journeys across 32 banks within the U.S., U.K. and India. This resulted in a total review of 192 journeys and hundreds of screens. The three key lenses applied to the scoring were usability, engagement and execution. Each experience pillar included three criteria. Journeys were scored out of five and aggregated to create an overall score.
The banks were primarily selected based on total customer numbers. There was a natural split between challengers (neobanks) and traditional banks (i.e., incumbents) across all geographies. In addition, however, there were other notable regional or new players that were relevant for comparison that were included.
As this report concludes, our analysis of 192 journeys across 32 banks reveals the leaders in usability, engagement and execution. Beyond recognizing the "best" in mobile banking, our study points to four key opportunities for differentiation. Guided by six core journeys, this report serves as a compass for mobile banking innovation. If your financial institution is looking to exceed customer expectations and shape a transformative future in digital finance, connect with us.