09/11/2024 | Press release | Distributed by Public on 09/11/2024 21:57
Only two of the big fourAustralian banks, Westpac and CommBank, offer personalized features that proactively anticipate customer needs
SYDNEY, Australia, September 12, 2024- According to Forrester's(Nasdaq: FORR) Digital Experience Review™: Australian Mobile Banking Appsreport, 75% of Australian online adult banking customers have used their mobile banking app in the past month, up from 59% in 2022. Yet most customers who used their bank's mobile app give it a Customer Experience Index (CX Index™) score of just OK, and only 63% agree that their bank offers mobile capabilities that meet their needs.
To gauge the ease and effectiveness of mobile banking experiences, Forrester evaluated the smartphone apps of the "big four" Australian banks: ANZ, Commonwealth Bank of Australia (CommBank), National Australia Bank (NAB), and Westpac.
Key findings from Forrester's review include:
"Given the widespread use of mobile banking apps in Australia, banks should consider investing in features valued by their customers," said Zhi-Ying Barry, principal analyst at Forrester. "While there are some bright spots, there is a huge opportunity for Australian banks toinvest more in emerging technologies such as generative AI and conversational AI to anticipate their customers' needs and offer more personalized financial advice and solutions."
Forrester's Digital Experience Review research, combined with results from its Banking Customer Experience Index Rankings, evaluates digital experiences delivered to consumers, helping business, marketing, and technology leaders understand the best practices and optimal digital experiences that drive growth and customer loyalty.
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About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester's proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work - to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; and the shared wisdom of our clients. To learn more, visit Forrester.com.