May 13, 2013
Which Is Riskier, Change or Avoiding It?
There is no denying that any level of change brings with it some level of risk. However, sometimes avoiding change can result in even greater risk. That is the quandary many retail banks find themselves in today as they grapple with the issues of mobile banking and payments and their role in the bank's overall delivery-channel strategy. Sustainability and regeneration are principles normally associated with the community development and environmental arenas, but they can be easily applied to the banking industry and its consumer delivery channels.
Numerous research studies document a large gap in banking attitudes and product or channel usage between the Gen Y or millennial customers and the older customer segments (those who are over 35, if you consider that old). (The Retail Payments Risk Forum discussed some of this research in a paper posted on our website in April.) Younger customers have less loyalty to bank brand, readily adopt new technology, are highly influenced by advertising and peers, expect free or low-cost banking products and services, and are driven by convenience. While they do have a higher overall trust level of banks compared to nonbanks, the gap is not anywhere near as large as that of the older customer segment. The younger segments have eagerly adopted online and mobile banking and are viewed as the early adopters of mobile payments. In fact, when they select a financial institution, the quality and expansiveness of the mobile banking offering is a major factor in their decision.
So what does this changing landscape have for the future of the traditional brick-and-mortar-branch delivery channel? For some time, banks have tried to establish branches primarily as sales centers while moving basic service transactions to alternative automated, less-expensive delivery channels. This effort will continue, but banks must also regenerate their overall delivery-channel strategy to provide sales and service capabilities through virtual channels in order to attract and retain the growing Gen Y customer segment. This regeneration and sustainability effort involves the "right sizing" of each channel to provide their existing and future customers with the appropriate level of services and features as well as capacity to meet service quality goals. Not only will this effort require risk assessments to be continually made for each delivery channel, but also to develop a holistic risk assessment of each customer across all delivery channels.
Let us know what changes, if any, you are making in your overall delivery-channel strategy to address the changing demographics of existing and potential bank customers.
By David Lott, a retail payments risk expert in the Retail Payments Risk Forum at the Atlanta Fed
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