Mobiquity ranks bank app pain points

Fees and card management are the biggest pain points consumers have with banks’ mobile apps, according to a COVID-19 Friction Report just out from digital consultancy Mobiquity. Banking app reviews that mention “fees” and “lost card/freeze card” averaged 2.5 out of 5 stars, the report said. Although the report said many consumers like having a banking app as a way to avoid brick-and-mortar branches during the pandemic, it also said half of all consumers will not download an app with three stars or fewer. [caption id="attachment_185736" align="aligncenter" width="689"] Mobiquity's COVID-19 Friction Report[/caption] The study examined 51,000 banking app reviews from April to May this year, looking specifically at Chase, Bank of America, Citi, Capital One and Wells Fargo. Although these banks overall had an average app store rating of 4.7 out of 5, Mobiquity identified common themes within the reviews and determined which themes come up the most and, for reviews containing those themes, the average score. For example, “payments” came up most often during app reviews, and the average rating for reviews that mention payments was 3.5 out of 5 stars. The low ranking associated with app fees comes as many consumers are out of work or on reduced incomes due to the pandemic. Although many banks have temporarily paused loan repayments during the crisis, fees still appear to be an issue. The banks studied offer the ability to turn cards on and off via their mobile apps, however the low ranking associated with “lost card/freeze card” demonstrates customers still find this process frustrating. Digital banking startups like Chime, N26 and Varo Money, meanwhile, all highlight the ability to easily lock and unlock cards in their mobile apps. Not all the themes from app reviews resulted in poor scores. Reviews that mentioned “track spending” averaged 4.5 stars, while “view balance” and “transfer money” both averaged 4 stars. Reviews that focused on user experience and design, instead of any particular banking feature, averaged 4.7 stars. Mobiquity, based in Waltham, Mass., helps brands build digital solutions, and works with big names like Amazon, CVS, Vanguard and Nestle. See also: Banks ranked on their crisis CX How banks handle fees during the pandemic could have lasting implications for the financial services industry. MBLM, a brand intimacy consulting firm, ranked financial services 11th out of 15 industries in its 2020 Brand Intimacy Study. “For those who are less compassionate and more rote, and who are focused only on transactions, there will likely be an erosion in trust and eventual disengagement,” wrote Rina Plapler, partner at MBLM, in a sub-report that focused on financial services. “For those that help us through this crisis, consumers will likely feel a stronger bond and deeper connection.” Bank Innovation Build , which takes place Sept. 9-10 as a virtual experience, is a must-attend industry event for professionals overseeing financial technologies, product experiences and services. Register here .

Mobiquity ranks bank app pain points

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