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According to First Annapolis, more and more financial institutions are making their services available on the mobile channel.  Of the top 100 U.S. financial institutions, 81 offer mobile banking in some form, which is an 11% increase from a year ago.


Aggressive as they may be in implementing mobile services, it looks like banks have some catching up to do in the customer satisfaction area. According to eMarketer, although two-thirds of all banking customers were pleased with their financial institutions’ online and mobile services offering, credit unions scored the highest marks in customer satisfaction in this area.  In addition, of banking customers polled, more equated banking convenience to having good online services than to having a lot of ATMs.


Times are changing for financial institutions (and the overall marketing industry as well).  Although convenience will always mean having a branch close to home or work for a majority of customers, financial institutions will have to stretch beyond physical presence and into online and mobile to please customers.  As smartphone and tablet penetration rises, providing innovative mobile services is becoming key to improving overall customer satisfaction.  It is becoming more important for financial institutions to consider how to effectively take advantage of and implement the latest mobile trends into their long-term digital strategies.





Based on the charts above, below are some key highlights and takeaways I think are important for mobile marketers & advertisers to consider.


  • Eighty-five percent of credit union customers think access to their credit unions’ online/mobile services is excellent.
  • Only 53% and 55% of regional and community bank customers think access to their banks’ online and mobile services is excellent, respectively.
  • For almost all bank types, more customers feel banking convenience means having good online services than having a lot of ATMs.


  • Innovative online and mobile services are becoming more important to customer satisfaction than an ample amount of ATMs.
  • Although an increasing number of financial institutions are offering mobile banking, credit unions left national, regional and community banks in the dust when it came to customer satisfaction in the online and mobile services area.
  • Financial institutions need to consider how to actively take advantage of the latest mobile technology trends to improve customer satisfaction.

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