Rohan Amin, Chief Product Officer at Chase, notes that this year, as individuals across all segments of our society continued to navigate the COVID-19 crisis, we were all forced to carefully examine our everyday behaviors more closely.
As explained by Amin in an update shared with CI, this included “how we bank and achieve our own—highly personal—financial goals.”
According to a study that Chase (NYSE: JPM) performed in 2021, 54% of consumers “agreed that they used digital banking tools more in 2020 than they did the previous year.” As of Q3 2021, Chase had almost 58 million digitally active (+6% YoY) and more than 44 million mobile active (+10% YoY) customers.
Virtual banking was “more popular” than ever in 2021, and the team at Chase is expecting that small business owners’ and consumers’ digital engagement with banks “will continue to accelerate in 2022.”
Amin has shared a few key trends that he believes should accelerate growth in this area:
Technology That Puts Consumers & Small Business Owners in Control
More than ever, Chase customers are “empowered to track their money habits from their mobile app.” Consumers and small business owners “expect their banks to go beyond traditional account offerings and provide reliable tools and resources to help them understand and improve their financial health.” This reportedly includes “giving them a lightning-fast overview of where their money is and how it’s being used, available at their fingertips.”
Actions like depositing checks, sending money, investing, exploring refinancing options for their mortgage and managing car payments “are all things consumers want to do
from their phone.”
Amin further noted that consumer demand for digital features that make managing their financial life easier is “driving innovation from fintech startups with a few thousand users to banks like Chase that serve more than 60 million households.”
Amin also mentioned that consumers and small business owners will “demand more personalization, leading to hyper-personalized features that deliver tailored experiences based on real-time dynamic signals about every customer’s individual needs and profile.” According to Amin, the key to those efforts will be “clear segmentation.” At Chase, they are “hard at work to reach this objective across all of our businesses.”
Design Will Command the Digital Banking Stage
Amin further noted:
“Beautiful, functional, and intentional design has become increasingly important to consumers as they embrace digital platforms to manage even more aspects of their personal and professional lives, from streaming entertainment and shopping, to setting up small businesses and managing budgets.”
He also revealed:
“Today, it is critical that companies design experiences that help customers solve their problems and make the most of their lives with clarity and confidence, especially in a market crowded with alternatives.”
This is one of the primary reasons why Chase has “reorganized into a design-driven, product-focused organization, deepening the collaboration between product, technology, data and design teams.”
He also noted that this not only helps them “rapidly deploy new or enhanced digital features, but ensures that they are designed in a way that is both beautiful and functional from the start.”
Just as tech has helped enhance the customer experience across all industries, including banking, “the race for better design is helping make digital banking easier to
use and more engaging.”
Omni-Channel Experience: Banking on Your Terms
Amin also pointed out that everyone wants “access to great customer experiences, and brands that go the extra mile to better understand their customers’ needs end up forming a deeper bond with them.’
When done right, an omni-channel experience “gives consumers increased flexibility and convenience.” Technology will continue to “bridge the gap between physical and digital experiences.”
He also shared:
“What we’ve seen throughout the pandemic is that while our customers have been engaging more digitally with us than ever before, they have continued to rely on personal connections with their banker and advisor. Chase makes those connections easy for customers by offering a “Meeting Scheduler” feature within the mobile app, enabling them to schedule in-person meetings in just a few seconds.”
He added:
“But many consumers and small business owners also want to do things on their own, which is why self-serve options will continue to evolve, giving customers the ability to confidently achieve their goals by using their mobile app, if they don’t want to speak to a customer service specialist.”
He continued:
“When they do want to speak to an employee, those customer service specialists will also be benefiting from more technology to help them further improve the customer experience over the phone. Artificial intelligence, machine learning and voice biometrics will play an even greater role in helping specialists quickly authenticate a customer and address their questions faster and more efficiently.”
2022: The Digital Banking Train Moves to the Next Station
Amin also noted that the new year will “bring incremental changes to the digital banking landscape.”
With demand at an all-time high, “the need to surprise and delight customers with helpful digital features and seamless experiences will be key for banks in maintaining an edge on their competitors.”
Amin concluded:
“At Chase, we continue to make significant investments into our digital capabilities to create experiences that make it easier for our customers. to manage their money 24/7 from their phone or computer. We’ve got a lot cooking in the new year, and we can’t wait for our customers to start using our next generation of products.”