It’s not surprising to see the use of digital financial tools have increased over the past three months, during the COVID-19 pandemic. Online shopping saw a sharp increase with most stores limited to curbside pickup, but digital banking also saw growth. In fact, the U.S. saw a 60% increase in people installing digital banking apps as their local branches were closed.
The surge in usage includes new digital users who had previously never enrolled in online or mobile banking, as well as existing digital customers – almost half of whom say they are now using digital services more frequently. But, despite living in a connected world, customer satisfaction with digital banking isn’t as high as it should be, particularly with larger regional and national banks.
The reason is simple. Despite having a broader geographic reach, larger banks have a hard time competing with local banks on service quality and personalization. The same advantages local banks have in their offices extend into the digital world, creating better experiences and service continuity.
Lower fees and rates – Local banks tend to offer lower rates and fewer fees than larger banks, whether banking is done in-person or online.
Service availability – While large banks often promote having more services, most local banks offer the same services today, including digital and online banking, and are able to more easily adapt their services to their local customers. Local banks are also more likely to offer innovative solutions to help customers achieve their financial goals, such as personal savings apps like Plinqit. One of the biggest drivers of digital customer satisfaction is the availability of P2P payment apps, with Zelle having the greatest positive impact.
Customer service – Local banks have intimate knowledge of their communities and pride themselves on building relationships with customers. As a result, they typically offer more personalized service, including when customers need help with digital banking services. As with any digital services, customers are bound to have questions about setting up services and learning how to use them effectively. Local bank representatives are well positioned to provide the answers.
Local knowledge – Because of their understanding of local demographics, trends, and needs, local banks are more easily able to customize their services to meet customers’ needs. They also work closely with other local organizations to support economic and social growth in the community. Larger banks typically offer exactly the same menu of services to their customers, regardless of location or individual needs.
Now that bank offices are starting to re-open, many customers may go back their traditional in-person banking patterns and enjoy the relationships they have built over the years. But, when they have a need, the digital services and customer support local banks are able to offer will make it easy to move back and forth between digital and in-person banking, as circumstances dictate. To learn more about all the digital services The Milford Bank offers, contact a us to speak with a banking specialist.