3 Case Studies of End User Experience Management in Omni-channel Banking
In this blog, I’ll discuss three examples of how financial services customers have used Aternity to deliver an excellent end user experience to their workforce in the physical branch, contact center, and on mobile devices. After all, as part of an omni-channel banking strategy, IT must deliver an excellent end user experience to the workforce. How else will they deliver an excellent experience to your customers?
The retail branch is fundamental to omni-channel banking
The retail branch bank faces stiff competition, based on the popularity of online and mobile banking, and on the threat of new entrants to the payment business, like Apple Pay, Samsung Pay, Google, and Facebook. Despite this pressure, the retail branch remains a fundamental driver of revenue. According to the Accenture Retail Banking Survey, the branch is where nearly 60% of traditional retail bank products are sold, and customers still prefer the branch to a website, by a narrowing 41% to 35%.
Although branches are still preferred by customers, they’re expensive to operate. The Accenture survey says that simple, low margin transactions, such as check deposits or cash withdrawals, are 95% cheaper when done digitally vs. using a teller. Mobile payments are 65% cheaper than paying by check. New branches are also expensive to open – $2M on average.
Financial services companies are evolving the branch to better align margins with costs. So, a full service branch may use self-service kiosks and ATM machines for low margin services, while they use video-chat or remotely delivered consulting services for more complex, specialized transactions like establishing college fund accounts. They devote their expensive advisors to high margin services like mortgage applications and general retirement account set-ups.
To support this evolution, IT must monitor all of the critical relevant business activities executed in the bank branch, whether a single step, like ‘edit customer account,’ or a more complex workflow, like ‘process a mortgage re-fi.’ Monitoring the response time of these activities relative to SLA targets ensures both workforce productivity and customer satisfaction. Monitoring the volumes of these activities enables branch leadership to determine whether the goal of aligning margin of services to cost of operation is being met.
Retail Branch IT can define user interactions with applications in the context of a business workflow
One of Aternity’s customers found that business activities performed by tellers that were common across all high margin transactions, such as ‘look up customer account,’ took three times longer on devices with less than 2GB of RAM, as compared to devices with more memory. By provisioning all of the devices with more RAM to speed up these transactions, the company expects to save $3M in lost productivity, not to mention the increase in customer satisfaction due to faster interactions.
Virtualized apps must deliver excellent quality of service to contact center staff
Financial services companies with globally dispersed contact center staff frequently rely on VDI and virtualized apps to reduce operational costs, centralize control, and improve flexibility. IT must ensure that applications run as well or better on virtual desktops as they do on physical machines. Verifying the quality of service of applications running in virtualized environments is challenging, since virtualization disrupts the traditional relationship between applications, physical hardware, operating systems, and presentation layers.
By monitoring the performance of any business transaction within any application and correlating it with the key performance indicators of the underlying desktop virtualization, Aternity Virtual Desktop Monitoring and XenApp Monitoring empowers IT to assure successful VDI outcomes.
Aternity enables a side by side comparison of critical business activities run on physical and virtual devices
A global financial services company achieved a 40% improvement in performance for their XenApp delivered CRM app by identifying and resolving a Citrix Server problem. Another financial services company found that tellers in one branch experienced CRM performance ten times worse than other branches, due to insufficient client desktop resources.
Mobile End User Experience Management enables new banking experiences
Innovative banks are leveraging mobile in their branches for high margin services to emulate the ‘Apple Store’ shopping experience. For branches like these, IT must ensure excellent mobile end user experience for the workforce using tablets and smartphones to interact with customers.
Verify excellent end user experience of critical business activities, by device type or geographic locations
One of Aternity’s customers was migrating their retail branch CRM app to tablets to personalize service, reduce wait-time in order to improve customer satisfaction. They needed to verify excellent end user experience of the CRM activities performed by their branch advisors in order to justify a wider tablet rollout plan. They used Aternity mobile APM to verify the quality of service of the CRM app, to optimize devices and network settings, and to resolve errors caused by an incorrect proxy configuration impacting the routing.
Unified End User Experience Management to Support Seamless Customer Experience
These examples show how Aternity enables IT to support the omni-channel banking goal of providing a seamless customer banking experience. By providing unified EUEM for any application, delivered on any device – mobile, virtual, or physical – Aternity helps retail branch IT proactively assure excellent end user experience, which enables the branch staff to provide excellent customer service. After all, that is what drives the business, in any channel.