Which Digital Features Keep Consumers Loyal to Their Bank?

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Discover what banks are doing to meet the demands of their retail banking customers via mobile optimized sites and apps. Gain an exclusive behind-the-login comparative look at top US Banks and discover who is producing the most satisfying solution for their customer base in Key Lime Interactive's Mobile Banking Competitive Index Report.

We typically find features that consumers want, but banks are not delivering; this is one of the most compelling features of the report.

What constitutes a successful mobile banking app? Shouldn’t all mobile banking experiences allow the convenience of easy access, minimal errors and unlimited personalization? In an effort to identify what is working and what is failing in the world of mobile banking solutions, Key Lime Interactive (KLI), a leader in consumer and user research, has gathered a detailed list of consumer demands and compared that to the available features currently offered by banking industry leaders in their bi-annual Mobile Banking Competitive Index Report.

For the upcoming June 30th release, KLI has evaluated the mobile apps and sites, on smartphones and tablets, for six banking leaders: Bank of America, JP Morgan Chase, Citibank, Wells Fargo, USAA and US Bank.

“One of the elements that is truly unique to this report is that we incorporate consumer preferences about features and capabilities critical for a successful experience.” reports Dana Bishop, Director of Quantitative Research at KLI. “Other reports simply reveal a checklist of heuristics so that banks can identify via a cursory view who is doing what. This report takes that a step farther and aims to understand consumer’s self-reported preferences. Then, after an exhaustive investigation, we identify the existence of various features and rank those features with respect to whether or not the actual users are passionate about them.”

KLI recognizes the importance of aligning business-centric goals with consumer-centric needs to produce winning solutions. Consumer feedback is a primary component to all of KLI’s successful competitive index studies. They report across a variety of industries ranging from finance, retail, hospitality, and more.

Bishop and her team provide expert review and research methodologies for KLI’s mobile banking report. The report pushes the bank to consider ways to improve their digital offering by identifying and prioritizing areas that can be generally improved, and for each specific property. Their best-in-class review highlights available development opportunities for the providers. The KLI researchers focus a great deal of attention on where opportunity exists. “We typically find features that consumers want, but banks are not delivering,” says Bishop. “This is one of the most compelling features of the report” she concludes. “The providers can then compare our index with their own research or use it as a starting point for future strategic planning” adds Eugenio Santiago, Director of Research at KLI.

In a recent informational webinar, Bishop provided an overview on what to expect from the Mobile Banking Competitive Index. Highlights of that presentation include:

  •     Comparison of mobile sites, iOS Apps, and Android Apps on both smartphones and tablets
  •     Expert recommendations for consideration by these providers and by smaller banking institutions for future development
  •     A listing of current available mobile solutions for each provider
  •     Best-in-class highlights of various features
  •     Explanation of KLI’s applied methodology; providing an overview of how KLI ranks banks
  •     The official ranking of the banks

To learn more, view the entire 30-minute webinar here.


About Key Lime Interactive
KLI is a customer experience research firm with proven excellence in both quantitative and qualitative user and consumer testing. To serve our growing client list of Fortune 100 companies, we conduct competitive research, true intent / voice of customer studies, and prototype studies using quantitative methods. Additionally, we're experienced in moderating one-on-one interviews/ usability studies, focus groups, and eye-tracking studies for both the traditional and mobile web. Ultimately, our goal is to empower teams to use consumer/user experience data at any and all phases of product development; from strategy to implementation. We aim to provide the true perspective of target users and build exceptional consumer-driven solutions.

For inquiries please contact:

Kelly Nercess
Key Lime Interactive
Office: 305-809-0555 ext.19

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Kelly Nercess
Key Lime Interactive
+1 (305) 809-0555 Ext: 19
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