The short answer is that you must make banking easier for people online than it is in-person. This will create customer satisfaction and ensure that they do not leave.
Providing value is crucial when you are asking someone to do something online that has been traditionally done in person. What is meant by providing value is essentially improving what is normally on offer or the experience of carrying out a process.
One of the most frustrating things about banking in-person is queuing. If you can ensure that online banking is faster, instantaneous even, then you have added value to the experience. Perhaps there are other things that can be included on the website that you do not have access to instantly in-branch. How about a spreadsheet that helps you plan out personal financing? That would add value to the experience.
Once you have features on your website that are an improvement on in-person banking, you must deliver customer satisfaction. This can only be achieved by having a reliable service. If the site frequently crashes when users are doing their finances, they will lose confidence. Security is imperative too; if the website does not have rigorous security measures in place, customers will not be satisfied.
Design is where the previous two elements can be achieved. You might have all of these value-added features on your website but if they are not easy to find by the user, they might as well not be there. If you are adding value by reducing queuing, it's going to be negated if the site is too slow. Design also encompasses security and reliability.
Marketing the website is also important. If you tell people that their bank is moving services online, many will be put off because they don't like computers or don't trust the Internet. Many will believe that the bank is trying to save money by cutting corners. Good marketing should show that the website will make banking better for them.
If the website is marketed correctly and then the customer logs on to an easy-to-use website, finding new useful features when they are there, then they will be satisfied and their custom will be retained.
Providing value is crucial when you are asking someone to do something online that has been traditionally done in person. What is meant by providing value is essentially improving what is normally on offer or the experience of carrying out a process.
One of the most frustrating things about banking in-person is queuing. If you can ensure that online banking is faster, instantaneous even, then you have added value to the experience. Perhaps there are other things that can be included on the website that you do not have access to instantly in-branch. How about a spreadsheet that helps you plan out personal financing? That would add value to the experience.
Once you have features on your website that are an improvement on in-person banking, you must deliver customer satisfaction. This can only be achieved by having a reliable service. If the site frequently crashes when users are doing their finances, they will lose confidence. Security is imperative too; if the website does not have rigorous security measures in place, customers will not be satisfied.
Design is where the previous two elements can be achieved. You might have all of these value-added features on your website but if they are not easy to find by the user, they might as well not be there. If you are adding value by reducing queuing, it's going to be negated if the site is too slow. Design also encompasses security and reliability.
Marketing the website is also important. If you tell people that their bank is moving services online, many will be put off because they don't like computers or don't trust the Internet. Many will believe that the bank is trying to save money by cutting corners. Good marketing should show that the website will make banking better for them.
If the website is marketed correctly and then the customer logs on to an easy-to-use website, finding new useful features when they are there, then they will be satisfied and their custom will be retained.
