What do Spanish Customers Expect from Digital Banking Products?
Business moves quickly. This frantic evolution can leave brands with the challenges of adapting to new digital trends.
For the Spanish banking sector, tackling these challenges quickly and successfully is of vital importance given the growing adoption rate of digital media as a means of access to banking services, and the increasing competition from the fintech sector.
Digital banking products must provide:
- Security, which brings confidence.
- Ease of use, which brings comfort.
- Operational capacity, which brings convenience.
These three factors have a great impact on the level of adoption of a product.
And let’s be honest: at present, and within what we could say is a client with a standard profile, there are few who still find the incentive to visit bank offices in-person. This means there is a large number of banking users, which includes all population groups with increases of up to 50% of the total customer base, who are looking to have an operational capability in a secure, easy-to-use digital environment that minimizes the need to travel to the physical bank.
This digital experience between the customer and his bank through the digital medium has to be:
- Clear, providing consistent and truthful information.
- Concise, with brief and light processes.
- Direct, with performance that delivers the target without delay.
The Spanish banking sector seems to have recognised these needs and in many cases has already succeeded or is in the process of adapting its digital solutions to give customers what they are looking for.
In this sense, it must be borne in mind that improvement is a continuous effort and having the most appropriate criteria and development tools is a great advantage.
In order to forge this criteria, it is essential to know customers’ needs and identify the problems involved in a process of continuous change. Brands must address these challenges in a direct, agile and dynamic way.
Crowdtesting is one of the common development tools used to thrive in a constantly evolving digital environment.
But What is Crowdtesting?
It is a Quality Assurance approach that allows the outsourcing of digital media testing services (mobile applications, websites, etc.), freeing the company from this laborious task.
It increases scalability, reduces costs and puts the testing and results processes in the hands of real users.
It is a work philosophy based on merit, in which testers are evaluated on the basis of their performance and quality over time.
What Advantages Does Crowdtesting Offer?
Having a team of testers who are at the same time real users and whose profiles belong to such a wide range of different characteristics is something that provides great value. It establishes contact between these users and internal QA processes in a unique way.
But there’s more to it than that, since it also has other virtues as a Quality Assurance tool. Crowdtesting also enables:
- extremely fast test deployment with real users on a multitude of devices.
- rapid results to be obtained from multiple user profiles and real-world scenarios.
- test coverage with unprecedented geographic, demographic, linguistic and time distribution.
In a crowdtesting model, the variety of tester profiles is a fundamental factor. Tester diversity is of great relevance for the banking sector whose target audience is extremely broad.
Languages, geographic background, age ranges, technological background, devices, networking qualities, professional experience (students, housewives, liberal professions, craftsmen, etc), banking and financial experience, contract products and customer needs provide an unrivalled diversity of test scenarios.
Prospects for the future
Given the increase in the number of Spanish users accessing banking by digital means in recent years, it is to be expected that this trend will continue to grow and that customers will increasingly make more extensive use of the capabilities offered.
Digital banking products are relatively young and much remains to be done in terms of innovation and adaptation of their characteristics to the evolution of demand and competition in the sector.
All this puts the focus on the continued development of such digital media and on the great relevance and positive impact of having the best elements to successfully face this challenge.