ATB Financial is a full-service financial institution in Calgary, Alberta, with 5,146 employees (team members) and over 700,000 customers. Three of ATB’s key priorities are to transform banking , make banking work for people, and be the place to bank. In October 2016, ATB Financial launched a new mobile banking app for its customers to do just that. Mobile banking has become a popular choice for fulfilling everyday banking needs and continues to trend upwards in popularity. In fact, a 2016 Canadian Bankers Association survey, How Canadians Bank, found:
- 44% of Canadians reported using mobile banking during the last year, up from 31% in 2014 and just 5% in 2010.
- 38% say their use of mobile banking is increasing, particularly among younger Canadians (66%), while 45% of those over 55 say their use of mobile banking is either increasing or staying about the same.
- 9% of Canadians say that taking a picture with their mobile device is their primary means of depositing a cheque, up from 1% two years ago.
- 52% of Canadians believe that they will be conducting more of their banking using a mobile device over the next two to three years.
While the previous version of ATBs Retail Mobile app allowed customers to engage in their most common financial transactions, online and mobile banking analytics showed when viewing their online banking from their mobile devices (phone or tablet), 1 in 3 ATB customers accessed their account by visiting ATB Online (atbonline.com) via their internet browser instead of using the ATB Mobile app.
With the launch of the retail ATB Mobile 3.0 app, ATB focused on enhancing the mobile banking experience by providing a more intuitive interface, better speed, improved performance and more transaction options. Some of the highlights of the new app included Mobile Cheque Deposit, Touch ID sign on, increased security, fulfilling customer needs and improving the customer experience. By upgrading the system to use emerging technologies, an incredible customer experience was created.
To be successful though, we needed to do more than develop a smart, simple and helpful app with a great customer experience. We needed to increase adoption by transitioning existing users to the new version of the app, increase the overall app user base with net new users, and specifically focus on converting customers to start using the mobile app instead of their browser in order to realize the benefits of this superior experience.