With different devices available, today's customers are interacting with the brands they do business with in a multitude of ways. Further, devices are no longer used solely for a single purpose, but are many times having multiple uses.Let's take mobile phones. Gone are the days when mobile phones were only used to make a phone call or send a text message. Instead, phones are used for a multitude of other reasons, ranging from interacting on social media to making a purchase. "There is a growing body of user research that indicates consumers are using different devices in different way and for different things," notes Bradley Scott, director of mobile product management at Fiserv.
And with the tablet market growing exponentially, it's no wonder that many organizations are recognizing the importance of having a specific strategy to deal with these new devices. These include banks, which have recognized that several of their customers are using tablets for their banking needs. As Scott puts it, savvy organizations are leveraging the unique characteristics of tablets to improve customer service.
"Users expect things like account and transaction information, and the bank's brand, to be consistent across online, mobile and tablet channels. However, they expect a user experience that is specific to the device and the context in which it is used," he notes.
This means that financial institutions need to design their tablet user interface to match the way customers will interact in a touch paradigm, with a larger screen than a mobile phone. It also means exposing the right features and functions in the tablet channel and Scott notes that these aren't necessarily the same ones that you might see in online and mobile. "You need to tailor the experience and the functions for tablet specifically," he says.
Considering the increase in the tablet market, which is expected to continue, banks need to introduce tablets as an integral part of their multichannel strategy. However, this should be considered as a distinct channel from mobile phones."Users want the right experience to be exposed on the right device," he notes.
Scott highlights the importance of keeping the user experience in mind when developing a tablet-specific strategy. He says this will allow banks to build better tablet Apps that strengthen the view of their brand as digitally-savvy. Further, financial organizations will also be able to access new customer segments who use tablets as their preferred channel for interacting with banks. An important benefit is the ability to divert more customers from higher cost-to-serve channels like bank branches or call centers.
Finally, a robust tablet-specific communication strategy will help organizations create a customer-base that is more digitally engaged. "These customers are more loyal and tend to buy more products," notes Scott.