How Customers Really Feel about Alerts: They’re Annoyed

With digital banking entrenched as the primary way most consumers interact with financial institutions, alerts and notifications remain the best avenue for banks and credit unions to develop a proactive communication platform that helps customers identify important topics, take action, and seize financial opportunities. But Javelin’s analysis of verbatim comments from more than 1,000 U.S. customers with modest to low satisfaction with alerts sends a clear message that financial alerts are subpar. These customers remain unaware of alerts and their benefits, are put off by marketing delivered in the guise of alerts, say alerts frequently confirm what they already know, and have a love-hate relationship with dashboards and alert settings. 

Addressing the deep-seated problems of alerts will not be easy. It will require a strategic focus on alerts that prioritize engagement over sales, that address each individual customer’s real-world financial problems and goals, and are designed to start conversations and nurture advice-driven relationships. 

Key questions discussed in this Mobile & Online Banking report:

• What do consumers consider the key weaknesses of financial alerts and notifications?
• How can banks boost satisfaction by making alerts more valuable, engaging, actionable, timely, and positive?
• How can banks use customer feedback to improve the effectiveness of alerts?

Companies Mentioned:

Ally, Bank of America, BMO, Capital One, Chase, Chime, Citi, Navy Federal Credit Union, Santander, TD Bank, Truist, USAA, Wells Fargo