Bank of America's latest version of its mobile app features new self-service options, multichannel integration, and easier navigation aimed at customer pain points common to the mobile channel. With more than 15 million mobile customers, Bank of America benefits from a great deal of feedback collected through app stores and customer research to help shape its mobile strategy. The biggest challenge is actually sifting through so much feedback and prioritizing which pain points need to be addressed first, says Hari Gopalkrishnan, e-commerce, architecture, and technology segments executive at Bank of America.
“We have a lot of different things that we can do, but we want to prioritize the right things. If something is not readily available [in the app] then the customer is going to give up and call the call center,” Gopalkrishnan tells us.
But with the new version of its app, Bank of America managed to address several issues that research has shown are common to mobile banking apps, such as navigation difficulties and lack of self-service options like the ability to replace a lost or stolen card through the app.
The redesigned home screen gives customers easy access to their account balances and most common transactions. Clicking on an account allows the customer to view past transactions, and presents tabs that provide customers with account details (like their account numbers) and new self-service options.
(Photos courtesy of Bank of America)
[For more on Bank of America's mobile strategy, check out: Bank of America’s Marc Warshawsky on the Future of Mobile]
Jonathan Camhi has been an associate editor with Bank Systems & Technology since 2012. He previously worked as a freelance journalist in New York City covering politics, health and immigration, and has a master's degree from the City University of New York's Graduate School ... View Full Bio