Using its Mobile Banking Functionality Benchmark methodology, Forrester evaluated the retail mobile banking offerings of 32 large retail banks in 11 countries: Australia, Canada, France, Germany, Italy, the Netherlands, Poland, Spain, Turkey, the UK, and the US. The banks achieved an average overall score of 61 out of 100 across seven categories: range of touchpoints, enrollment and login, account information, transactional functionality, service features, cross-channel guidance, and marketing and sales.
“The firms we reviewed have laid strong foundations with a variety of account information and transactional features,” writes Senior Analyst Peter Wannemacher in the new research. “To build on these strong foundations, digital banking teams should help customers with money management, engage them with contextually relevant information, and start generating sales leads with product offers and information.”
While Forrester’s evaluation showed that most banks are meeting almost all of mobile banking users’ basic needs, there are opportunities to improve. Specifically, we found that:
- Garanti Bank of Turkey takes the top spot. The bank received the highest overall score among the banks we rated, performing exceptionally well with its new mobile banking app iGaranti. In addition, Garanti scored near-perfect 99 out of 100 in our transactional features category.
- Spain’s la Caixa and Poland’s mBank earn the second- and third-highest overall scores. La Caixa achieved the second-highest overall score, performing well in the range-of-touchpoints category. mBank, meanwhile, achieved the third-highest score due to the launch of its new online banking platform and strong mobile initiatives.
- Large US banks continue to lead in key areas. As a group, US banks averaged the highest overall score in our review, largely because they do the basics so well. In fact, US firms averaged the highest scores in three key categories: account information, transactional functionality, and service features.
- Marketing and service features are common deficiencies. For example, few banks include marketing calls to action or guidance to additional product information within their mobile apps and mobile websites.