How To Keep A FinTech Idiot Busy

There’s a joke on the Internet about how to keep an idiot busy. It goes something like this:

How do you keep an idiot busy?
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How do you keep an idiot busy?
(scroll up)

I think I’ve found the FinTech version of this. Now I’m not saying that this will keep all FinTech idiots busy, but it did keep one FinTech idiot–me–busy for hours.

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A survey conducted by Econsultancy and Adobe asked financial services professionals to rank various digital channels in importance when it comes to providing a consistent customer experience. Here’s what they found:

For the life of me, I can’t figure out what these results are saying.

How can you ask about channel consistency treating the channels independently? Doesn’t the concept of channel consistency require looking at the relationships between sets or groups of channels? If the functionality of a particular channel is unique to that channel, doesn’t the concept of consistency become irrelevant?

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Let me try another angle on this.

Nine percent of respondents said tablet applications were ranked #1 in terms of importance in providing a consistent customer experience. Does that mean, to these 9% of execs, that the functionality in their tablet app has to be consistent with the functionality provided in other channels? Or does it mean that the functionality in other channels/devices has to be consistent with what’s provided in the tablet app?

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OK, another angle.

Sixty-two percent of respondents ranked the public desktop website as #1, #2, or #3 in terms of importance. The authenticated website came in second with 52% of respondents ranking the channel in the top three.

But the public website has plenty of functionality that isn’t included on other channels. How can you provide a consistent experiences when the functionality is totally different?

Same thing with the authenticated site, which, practically by definition, has a ton of functionality not included on public sites.

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I’m sure I’m missing something here, and hoping that some of you FinTech geniuses can fill me in. For now, however, this FinTech idiot is keeping busy trying to figure this out.

 

 

Ron ShevlinRon Shevlin is Director of Research at Cornerstone Advisors. Check out more of his ideas and research on Cornerstone's Insight Vault. And don't forget to follow him on Twitter at @rshevlin.

This article was originally published on April 15, 2015. All content © 2018 by The Financial Brand and may not be reproduced by any means without permission.

Comments

  1. I tried to read the original report to figure it out, but don’t have access to it. There must be something deeper or a common reference point. Consistent with the organization’s brand and image perhaps?

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