Meeting customer expectations is a big challenge for the banking industry historically, and in the age of ever evolving technology, the task can become even more serious as digital capabilities are a constantly moving target.
Gil Strickland, vice president, product management at BBVA USA, discussed what he sees as the main challenge of meeting customer expectations in the digital banking market. Strickland, who oversees the bank’s Net Cash product, an online treasury management portal, says what he aims for is how much can a customer accomplish in 30 seconds when working on the mobile application.
He says that customers really don’t differentiate much between online and mobile banking in their expectations, but that they really just want similar capabilities and experiences no matter what digital tool they are using.
“They want to be able to do all the features they need to do, beginning to end, no matter if its at their desk, on their desktop or laptop, on the online experience, but also be able to do that same experience within the mobile application,” he said. So, I don’t think users really see a different channel where banks have online experiences or mobile experiences.”
David Jones is a veteran business and technology journalist, with three decades of experience writing about business travel, real estate and technology.
Since 2015 he covered a range of technology stories for the ECT News Network, which includes the E-Commerce Times, TechNewsWorld, LinuxInsider and CRM Buyer, writing about cybersecurity, artificial intelligence, machine learning, open source computing and privacy issues among others,. He recently covered FinTech issues for PYMNTS.com.
He worked as a staff writer for Bloomberg Business News and an online reporter for Crain’s New York Business. He has written for numerous media organizations, including Reuters, The New York Times, The Real Deal, Continental, City Limits and The Nation.
He was previously awarded the George Washington Williams Fellowship for Journalists of Color by the Independent Press Association.
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