ING announced this week that the pendulum has officially swung and that two-thirds of their customers are doing their banking online.
The news came as the bank launched the ‘Touch Login’ for their mobile app. It allows consumers to use a fingerprint sensor on their mobile as a secure login for their online transactions.
The touch login service takes advantage of recent advantages in biometric technology via new releases from both Apple and Samsung. Originally, biometrics was seen as a way of increasing levels of security, with early forms being used in areas of policing and border protection.
Head of Digital at ING DIRECT, Janelle McGuinness told OmniChannel Media that biometric technology was one way the bank had of responding to a customer-centric agenda. “Biometrics is not new,” she said, “and we’ve spoken about [its possibilities] in the industry for a number of years. The tipping point for biometrics is convenience.”
McGuiness figures the new touch feature satisfies the organisations desire to make things ‘simple’ and ‘easy’ for customers.
She said ING’s patrons are “the most digitally engaged” of all Australia’s retail banking users with 70% of them carrying out their business via an app.
McGuiness said that ING found that was what customers wanted was speed and security, concluding that what ultimately drives the technology isn’t the hardware but the customer. “If they find it difficult to use, regardless how secure it is, convenience will always win out over security,” which makes the new feature a “perfect marriage of trust and security.”
McGuiness said ING has seen a growing appetite amongst their users for digital with a 90% increase in customer interactions through mobile over the last year.
Internet users are online once a week to do their banking while 30% of customers use their mobile and tablet once a day. ING Direct’s Touch Screen technology is currently available for ING DIRECT customers with certain Apple products.
“What we have learnt from our data is that it is all about the experience,” she said. “The future of retail banking and the success for banks, whether it is digital or not, will really be about understanding customer needs.”
As behaviours change McGuiness predicts a more informed customer. “How you make technology and services relevant to the user,” she said will be the question banks will have to find an answer for.
Article Update: 29th October 2015