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REPORT
Mastering Mobile Banking

Lessons from 32 global banks to elevate your customer experience

Snapshot

  • Publicis Sapient’s mobile banking report benchmarked six core customer journeys across 32 banks (in the U.S., U.K. and India) to understand the baseline for customer experience
  • The three key themes for a successful mobile banking experience are usability, engagement and execution
  • Technology is a key enabler; well-constructed technical solutions must underpin the successful execution of features and functionality
  • Four fundamental opportunities for differentiation in mobile banking are hyper-personalization, inclusive experiences, progressive UI and exploring beyond banking

Executive Summary

The following benchmarking study sets out to answer the questions: How can banks deliver excellent and distinctive customer experience? Who are the winners, losers, visionaries and laggards? And, what are the crucial technologies to realize these opportunities and enable a competitive edge?

The rise of neobanks has reshaped the way banking is conducted—but has also elevated customers’ expectations for innovative and easy-to-use mobile banking solutions. Traditional banks have sought to narrow the gap through large-scale digital transformation programs.

However, in a digital-centric era, excelling in everyday banking journeys is critical. As analog channels diminish, digital CX becomes the key to capturing and retaining customers.

Empathetic design and distinctive features are vital, but robust technology is equally critical. Six key tech elements were identified as being instrumental to delivering an excellent user experience.

Beyond experience fundamentals, there are considerable opportunities for innovation, sustainable advantage and differentiation. Publicis Sapient identifies four pivotal trends for differentiation: hyper-personalization, inclusive design, progressive interfaces and expanding banking boundaries.

Let's delve into the pivotal opportunities that set these leading institutions apart and pave the way for future advancements in the banking landscape.

Unlocking the Future of Mobile Banking: Four Key Opportunities for Differentiation

In the rapidly evolving landscape of mobile banking, the pursuit of competitive distinction is a race against time. Beyond experience fundamentals, Publicis Sapient’s research unveiled four pivotal avenues for redefining how banks engage with their clients. We looked at the 32 banks originally assessed as well as additional global neobanks.

From the realm of hyper-personalization, where AI-driven experiences reshape the customer journey, to the imperative of inclusivity and the quest for progressive UI, these trends are poised to revolutionize the industry. And beyond the confines of traditional banking, the emergence of super app ecosystems and innovative marketplaces heralds a new era.

 

The question becomes: Which banks will be early movers in navigating this dynamic terrain, aligning with shifting customer expectations and capitalizing on strategic growth opportunities to become tomorrow’s customer experience champions?

Ready to 10x your CX? Book your session today.

Schedule a conversation with one of our experts to discover where your bank stands in the competitive landscape, and how you can realize these opportunities to 10x your mobile banking experience.

Methodology

Publicis Sapient analyzed six core banking experience journeys across 32 banks within the U.S., U.K. and India. This resulted in a total review of 192 journeys and hundreds of screens. The three key lenses applied to the scoring were usability, engagement and execution.

Each experience pillar included three criteria. Journeys were scored out of five and aggregated to create an overall score. 

How we do this:

The banks were primarily selected based on total customer numbers. There was a natural split between challengers (neobanks) and traditional banks (i.e., incumbents) across all geographies. In addition, however, there were other notable regional or new players that were relevant for comparison that were included.  

Banks assessed:

  • TRADITIONAL

    1. JPM Chase
    2. Bank of America
    3. Citi Group
    4. Wells Fargo & Co
    5. US Bank

    CHALLENGER

    1. Chime
    2. Varo money
    3. Aspiration
    4. Money Lion
    5. Qapital

    OTHER

    1. Flagstar
    2. Associated bank
    3. Navy Federal Credit union
    4. Apple

    TRADITIONAL

    1. Lloyds
    2. NatWest
    3. HSBC
    4. Barclays
    5. Nationwide
    6. Santander

    CHALLENGER

    1. Revolut
    2. Monzo
    3. Starling
    4. Monese
    5. Chase

    OTHER

    1. Virgin
    2. Kroo

    TRADITIONAL

    1. State Bank of India
    2. HDFC*
    3. ICICI Bank
    4. IDFC*
    5. Axis*
    6. Canara

    CHALLENGER

    1. Freo
    2. Fi Money
    3. Jupiter
    4. FamPay
    5. Niyox

The following six core journeys were selected as they represent the primary needs of retail customers. Banks must deliver these well to establish the solid foundations and trust to be an everyday banking partner:

  • View balance:

    How easy is it for a customer to do this?

    Add a beneficiary:

    How simple is it for customers to perform this task?

    Manage cards:

    How easy is it for a customer to find and access this function?

  • View transactions:

    How simple is it for customers to find this feature?

    Make a payment:

    How simple is it for a customer to pay someone?

    Help & Support:

    How easy is it for people to find this function and connect with the bank?

As this report concludes, our analysis of 192 journeys across 32 banks reveals the leaders in usability, engagement and execution. Beyond recognizing the "best" in mobile banking, our study points to four key opportunities for differentiation. Guided by six core journeys, this report serves as a compass for mobile banking innovation. If your financial institution is looking to exceed customer expectations and shape a transformative future in digital finance, connect with us.

Benchmarking report contributors

    • James Filmer, Senior Director Customer Experience

    • Jennifer Borchardt, VP Senior Group Creative Director Experience

    • Abhishek Bhattacharya, GVP Technology 

    • Lara Alexander, Manager Customer Experience & Innovation Consulting 

    • Stephen Boswell, Group Creative Director

    • Adam Downes, Associate Creative Director Experience

    • Vamsi Krishna Katragadda, Director Experience Engineering

    • Danielle Spellman, Senior Manager Research & Insights

    • Mariela Dyer, Associate Research & Insights

    • Parimal Sabnis, Senior Experience Designer