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The Observatory’s latest release (September 2013) shows once again how the retail banking world is keenly aware of the opportunities of new technology, both to give customers increasingly modern and secure ways to access their services and to provide channels for promotions and customer care.
To take a very representative statistic, on access via mobile apps, 83% of the banks involved complement traditional web access with an app for smartphones and tablets; they clearly favour Android and iOS, as only 16% have built native software for Windows Phone. Lagging behind is smart TV, for which just one of the interviewed banks has provided a specific application in its portfolio.
In customer-relations terms, the most interesting result concerns the use of social networks. Nearly all the banks use at least one channel, with Facebook and YouTube leading the way, for support and commercial promotion, respectively. The internet’s central importance as the main means of communication with customers is confirmed by a finding that is as unexpected as it is interesting: 90% of the banks supply their products, like mortgages and current accounts, via at least one comparison marketplace.
Multichannel support is still underdeveloped, however, as just 36% of the panel has a multichannel cross-selling process. And for digital acquisition processes, the figure plummets to 6%.
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