StrategyCorps | Mobile Report

Making Banking Easy Isn’t Easy

For the average consumer, banking is a chore akin to scrubbing the toilet. It’s something that has to be done whether one likes it or not, and most people don’t. There are a million things we’d rather be doing.

People detest banking because it’s rife with complex nastiness like math, numbers, fractions percentages, forms, queuing, waiting and bureaucracy. Consumers are concerned more with how they spend their time than their money, so they think about banking as little as possible. “It’s boring. I’m busy.”

The consumer view of money is actually very straightforward. People either have money or need some.


HOW CONSUMERS VIEW BANKING
It seems pretty simple and obvious, but have you ever looked at banking this way?

Most bankers are incapable of translating financial services from this consumer perspective. They typically only see the industry through the lens of ROI, risk analyses, legal disclosures, regulatory issues and compliance concerns. Some bankers like the fact that it’s confusing, while a few deliberately exploit banking’s complexities for profit.

Marketers sensitive to these realities see an opportunity — quite literally a “simple” solution. They know that making banking easier is something that would really resonate with the vast majority of consumers who would rather be doing something (anything!) else. It’s an intuitive conclusion, and one that doesn’t require a deep data dive or tons of market research to validate.

Reality Check: Making banking easy ain’t easy.

If making banking easy was an easy thing to do, someone would have done it already. Yet surprisingly few financial firms have even attempted this direction. National City had been on a “simple” kick for a few years before being swallowed up by PNC. More recently we’ve seen Ally Bank, with its focus on transparency and its “Straightforward” slogan. And certainly PFM providers like Mint and Geezeo are doing what they can to improve one part of the overall banking experience. But no full-service financial institution has stepped up and dedicated itself 100% to the concept of making banking easy.

Getty Images | Content Marketing

There’s been much buzz among thought leaders in the financial industry over BankSimple, a startup venture with plans to pursue the “easy banking” strategy. Albeit BankSimple will only handle transaction accounts, so the strategy should more aptly be called “easy checking.” What about loans, credit cards and other financial products?

The nascent company claims to have the solution that will conquer consumer apathy towards banking. The BankSimple motto: “Don’t suck.”

“By not sucking, we will win,” says Joshua Reich, a BankSimple founder, on the company’s blog.

Reality Check: There’s a lot more to making banking easy than simply “not sucking.”

Despite being somewhat vague about their offering, the guys at BankSimple are right about one thing: the financial marketplace is ripe for startup brands that challenge the status quo. It’s part of the anti-incumbent attitude running rampant in America.

Despite BankSimple’s optimism and idealistic ambitions, they will likely find that change — especially from within the industry — doesn’t come easy. Truly implementing an “easy banking” strategy is one of the hardest things a financial institution can attempt. For starters, when you make anything easier for someone else, that usually means you are making things more difficult for yourself. It’s a zero-sum equation where you shift the workload off their shoulders by taking on more of the burden yourself. This is a huge mental leap from the philosophical position financial institutions are operating from today: “We make more money when we do less. We want consumers to handle more for themselves, on their own.”

Reality Check: There’s an important difference between “easy” and “easier.” Many banks and credit unions that have ventured down the “easy” path turn back when they realize how many barriers, roadblocks and other SNAFUs are in the way. What they often choose to do instead is cherry-pick a select few items that can be simplified here and there, then sell the world on how they are “making banking easier.” It’s a cop out. Just because you chop some steps out of a couple of processes does not mean it’s easy to bank at your institution.

Financial marketers fantasize about creating simpler solutions while frequently underestimating the energy and effort it takes to achieve this dream. Reducing banking’s complexities consumes a lot of internal energy and resources, and innovating new processes takes time. For example, how long would it take your organization to completely overhaul all its forms? How can forms be shortened? What forms can be eliminated or combined with others? What forms should be online? Five committee meetings and six months later…

Kiosk & Display | Digital Merchandising for Financial Institutions

And that’s just the beginning. If you want to make banking easy, you have to look at the complete relationship. When viewed in aggregate, how much are you asking people to do — e.g., get a debit card, a credit card, enroll in online banking, mobile banking, sign up for e-statements, etc.? How much time does all that take? How many different employees, forms and touchpoints are involved?

But wait, there’s more:

  • Processes – How hard is it to get a loan? Or open an account? Or enroll in online banking? How many steps does it take? Are there unnecessary policies or complex procedures interfering with efficiency? How long does it take? Where are consumers frustrated by bureaucratic baloney? What hoops do you make people jump through?
  • Locations – Are your branches easy to find? Or are they in awkward locations, buried far from beaten paths? How accessible are your ATMs? Is it easy to get in and out of your parking lots? Once inside, do people intuitively know where to go and what to do?
  • Online – How hard is it for consumers to find what they are looking for on your website? How far do they have to dig? How many clicks does it take? Is your site map counterintuitive? Is the interface confusing? Do you overwhelm visitors with links? Can people open accounts and apply for loans online? Can people ask you questions live online?
  • Service Delivery – What could people do online that they can presently only do by making a trip to a branch? How many times is someone handed off before they get the information they need? If someone talks to three different people, will they get three different answers? What’s your automated phone system like?
  • Products – Do you make it easy for consumers to compare products? Are your products easy to apply for and use? How much paperwork is involved? Can people easily access current account information via various channels?
  • Choices – Do you offer too many? Are the differences clear? How do you make it easier for people to make the right decisions?
  • Transparency – Are you upfront about how are your products structured? Are you honest, candid and straightforward? Are you clear about what the costs will be to each consumer? How complex are your disclosures? Do you bury conditions, or cloak them in confusing legalese?
  • Image & Identity – What does your brand identity say about you? Does your logo, slogan, colors, etc., convey and reflect a “simple” way of doing business? Do you have multi-page brochures? Do you send new customers away with a folder full of printed materials?

These are merely cursory items on a partial list.

Bottom Line: Simple, easy banking is one of the financial industry’s Holy Grails. Just don’t be naïve about what engineering an “easy banking” experience entails. There is more to making banking easy than just making checking accounts marginally easier. If you really want to simplify banking, you must be prepared to retool everything. That means revamping your entire product lineup, your marketing, staff training, and probably even your core data processing system.


EditorJoin hundreds of the brightest minds in banking at The Financial Brand Forum 2015 — two full days jam-packed with the latest ideas, insights and innovations. Highlights include keynote speaker Josh Reich from Simple, three makeovers live on stage, and the ‘Branch Experience Lab’ in the heart of the exhibit hall.

Search For More: Branding, Featured Article, Most Popular, Retail Banking Strategies, Sales Strategies, , , ,

All content © 2014 by The Financial Brand and may not be reproduced by any means without permission.

SourceLink | Top Opportunities for Bank Marketers in 2015

Comments

  1. JP,

    Great assessment of what it takes to make banking simple – process, risk assessment and service capability is just as critical as underlying technology. If compliance procedures, poor customer analytics and clumsy marketing aren’t resolved, then no amount of sweet front-end UI capability will be able to reengineer the overall experience.

    Brett King
    Author – BANK 2.0

  2. Jeffery, you make many valid points. Consider this point: One could argue banking can never be easy due to governmental, legal and compliance regulations from international standards organizations, multiple federal agencies and state banking agencies. Not to mention these practices are becoming more and more complex year after year. – @dmgerbino

  3. Great post. Wanted to add another point: While many consumers may ask “I have money, what can I do with it?”, the reality of the world is that there are a lot of people out there saying “oh, you have money — let me see how I can get it.”

    Fraud and security concerns are another reason why banking may never be very simple, and maybe never should be.

  4. I actually laughed when I saw the graphic — when we redesigned the website at work, I used “have money/need money” as the core navigation split. (Based, oddly enough, on an old USDA hay exchange site.)

    And yes, it’s complicated — sometimes inherently, sometimes unnecessarily. I suppose the hard part is knowing which is which.

    I don’t have a financial background, so the last three years as a credit union webmaster has been quite the education. Every industry that’s been around for a while has its own layers of complexity* which are hard for an insider to see. And any large institution has a certain inertia, change agents or no. What to do? I haven’t the foggiest; I just try to clarify in my own domain as much as I can.**

    * Ask me about community college class scheduling! Or don’t, I might have a panic attack.

    ** I found the WA Governor’s Plain Talk Initiative refreshing & helpful. Also, I use the grade level calculator in Word on any big block of text: that pushes me towards shorter, more declarative sentences and short straightforward words.

  5. Brilliant post. Well organized and presented. I agree with David’s comments about the restrictiveness of the regulatory environment, but I would also add that if you have leadership committed to making banking easier that change will come in spite of regulation. At some point the attrition of old-school bankers will open the doors wide for a new generation of these committed change agents.

  6. JP-

    Great post on several accounts. Thanks for the reality check for those of us embarking down this path. Also, hat tip to Elaine for the reference to the grade level calc in Word. Hadn’t used this before. By the way, this article is a respectable grade 8.2. http://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_readability_test

  7. This is great. It amazes me how easy it is to miss the easy fixes in our businesses and our lifes. Monitor and improve… monitor and improve. This should be the constant practice by us all. Let’s end complacency together!

  8. Adam, you got it. Regulation and compliance is hard. It’s suppossed to be. I agree, it will take leadership and team work to break through those complexities.

  9. Lori Philo-Cook says:

    I love the concept of making banking simpler. I agree that simple will always be a stretch, but it’s a worthy goal. New regs will make it even more challenging. Even when you tackle just one thing, opening a new acct for example, you see how tough it is, ow much there is to address.

    A few years ago, I had the opportunity to help design a bank focused on customer service–from the ground up, and we took an all-encompassing approach. We considered it in the products and services we developed, the systems we purchased, our philosophies and mgmt style, our policies and procedures, the people we hired, our brochures, our marketing, our check cashing, our hours, etc. It was huge and very successful.

    Another issue you should think about is your employees. To make banking easier, you have to have the full commitment from your employees. Long-time employees get wrapped up in the way it’s always been done. I have always liked challenging the status quo, and I can tell you that people get very touchy when you ask why. So, you can’t forge the internal/cultural challenges. BankSimple will have an advantage on that because they’re starting from scratch and can hire people who support the concept and don’t have to protect their tasks (i.e.job security).

Speak Your Mind

*

Next article recommended for you