Ron Daly, President/CEO
Virtual StrongBox, Inc.
As if our stress-laden society didn’t have enough fears and phobias, now there’s nomophobia – “the fear of being without a mobile phone.” It’s that sinking feeling you get when you can’t find your phone or know you left it at home. The British Post Office coined the term “nomophobia” in 2010, and for some it’s a real anxiety.
That isn’t surprising. Market research firm IDC found that 79% of smartphone users have their phones on or near them every waking hour. There were some 7.7 billion mobile devices worldwide by the end of 2014 – more than one for each of the earth’s 7.1 billion people. And nearly 2 million smartphones are sold daily – five times more than the number of babies born each day.
But is the ubiquitous nature of digital devices really bad for the psyche? Smart technology is making it easier to navigate our increasingly complex society, and convenience is top of mind for most of us. Whether you’re buying theatre tickets or booking travel, checking the weather or finding the best route in traffic, these tools reduce hassle and save time. You can stay on top of work projects, keep up with friends, or gather information. And for many, smartphones allow working from home at least part of the time.
Must-Have vs. Would-be-Nice
Most bankers today know digital technology is here to stay and that offering mobile banking is a must-have app, not just a nice alternative aimed at tech-oriented customers. It’s as basic as the branch, and more widely used – a shift from just four years ago. According to CEB (now part of Gartner), more than half of North American customers said they want to bank via a personal channel (e.g., branch or call center) as recently as 2013. But by 2015, 81% favored do-it-yourself banking. Of those, 23% exclusively prefer mobile, while 58% prefer the mobile channel but also want a personal representative available only if needed.
Most bankers agree they must offer mobile banking today, but here’s the rub: A basic service with few or no complementary financial apps might not be enough – especially if it isn’t easy to use. The CEB/Gartner research also showed that consumers want more banking functionality, such as digital apps that help them in other areas, such as money management, goal-setting and advice.
It’s no wonder; they’ve learned from cloud-based retailers and service providers that there’s even more convenience to be had.
Amazon is the obvious example: While the online giant has offered 1-click purchasing since its earliest days, Amazon continually makes upgrades to simplify buying decisions, from targeted suggestions to easy order-tracking and “dash buttons,” to reminders that it’s time to reorder often-used products. And Amazon’s Prime app offers perks like exclusive mega deals, no-cost content streaming and free shipping.
Groupon also caught on early that it wasn’t enough to offer an app for discounted merchandise and services through a group-buying model. The Company has gone on to make couponing “cool” again with a splash of technology and enabling consumers to control their own experiences. Coupled with Snap, an app and intuitive browser, Groupon earned its spot as “Best Retail App” last year.
But you don’t have to win awards or be the biggest online bank to meet consumers’ mobile banking expectations. Using the right cloud technology can get you there without breaking the budget.
A Walk in the Cloud
In talking with community bank executives, I’ve found three reasons why some don’t take advantage of the cloud to expand their digital offerings:
“Banking is Necessary, Banks are Not”
Famous words from Bill Gates more than 20 years ago and still relevant. While banking is our business, it isn’t all that important to consumers; most want to spend as little time as possible doing it. To help them appreciate banking with your institution, offer the financial tools and apps customers want and need. Choose those that can make customers’ lives easier and be used on any digital device – an important consideration for those experiencing nomophobia.
No one wants the anxiety of a misplaced smartphone. But technology can help here, too. For example, Virtual StrongBox’s clients offer their customers secure, online “safe-deposit” boxes. Each customer has a private space (My Virtual StrongBox), where they can store and access copies of vital documents anywhere there is an internet connection, and on any device. Files stored from their smartphones can easily be retrieved on their laptops or tablets.
The busier we get and the more we rely on our digital devices, the more your customers will demand a fully-functioned app. Sure, if you’re a nomophobe, it’s frightening when you can’t find your phone. But apps like “find a phone” or Tile Mate can help track them down and even lock them up. So, take a deep breath and relax; your phone will turn up … eventually.