Digital identity is a new black of clients relations

When interacting with clients goes online, a brand needs a proper digital identity to foster the right attitude and meet business goals. Classic approach, like collaborating with celebrities or investing in the best client service in offices, doesn’t seem to be enough anymore. It’s time for a digital identity of a banking brand, which is a client-oriented mobile app. What does it mean?

Communication effectiveness decreases due to a gap between reality and brand promises, which is hard to overcome with a classic approach. Clients are experienced, they are used to particular banks and question new promises. Promises on behalf of celebrities are not trusted because they are too far away from real problems clients meet every day. The quality of client service in offices also has its limits. Many banks invested in it, but in the last 5 years, no one managed to set an unattainable standard of quality.

The mobile app interface is the brand identity clients meet the most often. New clients are used to evaluating brands through its digital services, which are supposed to meet their needs and expectations. And while most banks cope well with basic money management online, complicated tasks like consultations, problem-solving, search of ATMs, cash withdrawal and new products order, clients still have to solve offline.

Soon, all of these tasks will go online. How can digital development teams deal with this amount of tasks? Segmentation is key. The mobile banking app can’t be perfect for all clients, but it can be for a particular group. For example, for travelers.

There are many useful features on the market. One banking app locates the client and activates insurance only while he or she is abroad, another counts priority passes and informs the client about the amount of expenses needed to get one more. But there is no one that put them all together to meet all the needs of this group of people and be the best mobile banking app for travelers. Or mums, or seniors.

Obviously, digital development teams need a change to create the best products for clients segments. What is this change?

Teams who successfully go through this challenge, in 2020 will be able to provide the best user experience for particular groups of clients that will be loyal to them for a very long time.

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