ABA Banking Journal

Editorial content organized by topic

Sponsored content from industry partners

PRODUCT/CONTRACT ANNOUNCEMENTS
Latest offerings by category

JOB BOARD

Articles submitted by industry partners

DIGITAL EDITION ARCHIVE

Online Edition

One-touch access to mobile account information

Malauzai launched SmarText capability that provides registered users with access to account balances and recent transaction history without having to perform a traditional login on the mobile application. The functionality is in use by Lubbock, Texas-based City Bank Texas.

SmarText combines text banking with the enhanced user-experience of mobile app-based banking. The function was developed in response to SmartApp usage data compiled by Malauzai that shows logging in as one of the most challenging tasks in mobile banking, mostly due to mistyped information. City Bank Texas found this hurdle was affecting successful sign-in rates. The SmartApp usage data also determined that 76% of mobile banking sessions are short, and users only check their balance and transaction history during the time they are logged in. To provide a better user experience, Malauzai worked with City Bank Texas to make these features easily accessible to the bank's customers.

Since deploying SmarText, 16% of City Bank Texas' mobile banking customers have activated the feature and SmarText represents 20% of all daily logins. In addition, login failures have declined nearly 5%. If the user attempts to complete any other transactions, such as a funds transfer or managing their card features, the app requires them to perform the standard login.

"Having hands-on, real-time access to our mobile application usage data is invaluable for City Bank," says Jim Simpson, senior vice president and CTO for City Bank Texas. "We were able to directly address a customer challenge, and the result was strong adoption of the new offering, along with increased use of our mobile banking app."

[This article was posted on September 4, 2012, on the website of ABA Banking Journal, www.ababj.com.]

Set as favorite

Bookmark

Email This

Trackback(0)

TrackBack URI for this entry