Banking services stops not only with the websites. It is among those sectors which have different delivery channels from In-person dealing to Internet banking, Mobile banking, ATM etc.
Earlier in time people had no choice but to walk into the bank for all the services or information, which sometimes was a rude experience. Later, to stop these hassles banks adopted technology into their systems to earn – “Customer Satisfaction”, but how well is technology being utilized is another subject. Now with deeper privatization and more options in banking, the question consumers face is “Which bank will serve me the best?”
It is self-explanatory that Customer Satisfaction is a crucial parameter for this industry to retain their customers. Still Indians face a lot of issues pertaining to customer satisfaction. Do the foreign banks also operate like Indian banks? What do they do to attain customer satisfaction? Is the problem really with employee training or is user experience design also playing a crucial role in customer satisfaction?
From researches on the operations of foreign banks, it seems it’s going to take few years for Indian banking sector to adopt the same culture. Foreign Banks makes user experience their bottom line. They believe that they get one chance to impress a customer and if in that chance the customer is unsatisfied, the customer might either change banks or spread a bad word-of-mouth. Hence, filling up the usability gaps in all the delivery channels has become essential part of their operations.
With the rise in virtual currency the banking experience is shifting towards no in-person dealing as we are in the process of digitizing. Hence to provide good user experience service, user friendly interfaces on ATM machines, websites, mobile devices etc. has to be designed for which Indian banks need to embrace the importance of UX.
So, how to formulate best customer experience for serving millions & millions of Indians?
UX suggest sociology and psychology, balanced with some business science leads into the demographics portion of architecture. India being culturally diverse & different in geographical positions should be given more importance while designing customer service based systems.
Pertaining to demographic aspect in UX, studies suggest – Using the understanding of functionality and demographic, design must implement a logical and pleasing design of interface at any given state of any point in functionality.
Understanding the demographic, understanding the functions, UX can be assembled that permit this functionality to be presented in the best possible way to the demographic. Then some design slack to be applied, allowing expanded and unforeseen demographics to use it which should be as user friendly as the target demographic finds it. This will mean dropping the accuracy of core demographic targeting by just a minute margin, but will ensure ample of splatter distance for the design’s applicability.
This also involves some sociology and psychology, to understand the extended sets of general people who may be reached, in association to the target demographic. To best explain the lack of above technology, Indian banking websites are way behind than online portals of different industries. None of the banks have set an example of good UX in any medium of their services and speaking from customer’s point of view “we want an experience a lot more human”.
All the above concerns might seem trivial but it is high time that the banks starts looking at their online and other channels as an engagement platform and not as transactional or functional platform. Agreed, the customers are task oriented and banks are into serious business, but there are some best UX practices in transactional platforms, bill payments, services, sales that one must follow in order to get these issues sorted. Presenting the Human-ness in a simple user’s language, focusing on user context and ready to use interface better entices the customers.
“People should never feel like a failure when using technology. Like the customer, the user is always right. If software crashes, it is the software designer’s fault. if someone can’t find something on a web site, it is the web designer’s fault… The big difference between good and bad designers is how they handle people struggling with their design. Technology serves humans. Humans do not serve technology “ – Joshua Porter, an entrepreneur, author and UX expert.
(About the Contributor : Techved Consulting is a Leading usability & UX design service provider. Neha Modgil is Director of Techved Consulting India Pvt. Ltd. She began her venture in 2007. She is among the few woman entrepreneurs, who understood the upcoming demand of usability in India and took her career towards user centered projects. The company consist a brilliant team of UX professionals to provide effective UX solutions to their clients.)