Elevating Customer Service in Mobile Banking

Customer service in mobile banking remains an inconsistent and disappointing experience, as evidenced by the 48% median score of the nation’s top 20 financial institutions in the 2023 Mobile Banking Scorecard by Javelin Strategy & Research. The weaknesses are many, exemplified by an inability of consumers to find what they need where they need it and shortcomings in the suite of help tools. This report looks at ways FIs can shore up the help they provide in mobile banking and create better user journeys through their apps.

The report also looks at four top banks that have put together compelling pieces of the customer service puzzle. These include Bank of America’s ever-present and helpful virtual assistant, Citi’s innovative floating menu in the online and mobile experiences, U.S. Bank’s on-the-spot help features, and Wells Fargo’s outreach to prospective customers from the public website. Emulating these leading banks will help other FIs fortify their customer service posture.

Key questions discussed in this report:

• Why are banks lagging in providing consistent, accessible customer service in mobile banking?
• What are the key factors that constitute strong customer service in mobile banking?
• What banks are creating mobile customer service experiences that should be emulated?

Companies Mentioned:

Bank of America, Citibank, U.S. Bank, Wells Fargo