Survey Finds Seamless Digital Banking Experiences Replace Human Interaction as Customers’ Top Priority
Sep 28, 2021 | Research

NEW YORK – New data from Glassbox, the leading provider of digital experience analytics for web and mobile applications, finds that customers prefer seamless digital banking experiences over human interaction. In an effort to better understand customer preferences in an increasingly digital and hybrid banking landscape, Glassbox polled over 2,000 individuals in the United States and United Kingdom between July and August 2021. The survey unearthed consumers’ expectations for online banking, security, must-have features, incentives for loyalty and more.
In an ever-changing digital space, the survey unveiled some interesting differences between how Americans and U.K. residents prefer to bank. 54% of U.K.-based consumers are twice as likely to choose mobile apps over desktop computers when conducting digital banking transactions, in contrast to 26% of U.S.-based respondents. Moreover, U.K. residents place higher value on human interaction in online banking than their American counterparts:
“Our findings highlight how with ample banking options on the market, a lack of an exceptional digital experience can affect financial institutions’ bottom line,” said Yaron Morgenstern, CEO, Glassbox. “More importantly, the results expound on how largely relevant it is for banks to adapt and transform their digital presence to keep up with consumers’ ever-changing digital needs. By tailoring digital tools and keeping an eye on region-specific needs, banks will be able to provide more powerful and impactful digital experiences to drive customer retention for generations to come.”
Additional key takeaways from the survey include:
Glassbox empowers organizations to create frictionless digital journeys by providing a complete view of customer’s digital experience analytics across mobile and web platforms. The company currently supports a trillion web and mobile journeys annually for some of the world’s best-known financial institutions.
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