Mobile is increasingly becoming the primary channel through which consumers, younger ones especially, interact with their financial institutions. Preferences will be formed for merchants and financial service providers based on which offers the best experience on mobile. Establishing leadership on mobile will be key to securing market share among millennials as they grow older and their needs evolve.
Mercator Advisory Group’s research report, Mobile Payment App Support: Review, 2015, builds on a similar Mercator effort completed in 2014 and compares customer support options of leading apps in four categories—retail, general purpose reloadable (GPR) prepaid, mobile wallet, and mobile banking.
“The problem is that a lot of companies don’t spend enough time building experiences that are unique to mobile and instead just import solutions built for the desktop Web. This means an app will have FAQs that are not searchable (which is crucial on a small screen), and will require leaving the app to perform basic functions like sending a message to the customer service representative,” comments Nikhil Joseph, Emerging Technologies Analyst at the Mercator Advisory Group and author of the report.
The report contains 27 pages and 19 exhibits.
Companies mentioned in this report include: Amazon, American Express, Apple, Bank of America, Capital One, Dunkin’ Donuts, Google, H&R Block, Green Dot, LevelUp, Starbucks, Western Union, Moven, PayPal, Simple, and Walmart.
Highlights of the research report include:
- Overview of key trends driving the primacy of mobile
- Review of the mobile apps offered by 16 providers across 4 categories
- Analysis of key strengths and weaknesses of mobile support features in various categories
- Identification of how to frame optimal mobile support strategy in different categories
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