For Itaú Unibanco, Mobile Apps Key To Customer Relationships

“The convenience concept adopted by the bank is closely related to how apps should evolve, offering practicality and performing specific functions,” said business marketing director Fernando Amaral.

Connectivity is changing how people communicate and interact with each other and with organizations, including banks. This is affirmed by Fernando Amaral, business marketing director for Itaú Unibanco, one of the biggest financial institutions in Latin America.

In this interview, Amaral explained how the bank is transforming its experience with customers via mobile apps.

CMO.com: In recent years, we have seen an upsurge of mobile devices around the world, with widespread access to broadband Internet. How is this movement reflected at Itaú and banks, in general?

Amaral: In light of this reality, we saw the opportunity to strengthen relations with our customers via mobile banking and highly accessible channels that enable fully secure provision of products and services for the most varied user profiles. Mobile is a priority for the bank, and we feel prepared for this new reality.

CMO.com: Have customer experience improvements in apps lead to more engagement and interaction?

Amaral: Just in the first quarter of 2016, we registered 7.2 million customers using our apps, a 30% increase over the same period last year. In 2015, more than 70% of transactions were carried out via the Internet and mobile–a figure above the market average. Digital channels have really become consolidated as the primary means for banking transactions.

CMO.com: Do figures point to a possible dissolution of physical branches?

Amaral: Although customer profiles are constantly evolving, this doesn’t mean the physical branch will become defunct. As long as there are people who still prefer that format, we will adapt our model to serve them in the best way possible. The essence of providing excellent customer service is to anticipate their demands and be present when and how they desire.

CMO.com: Is digital at the forefront when talking about monitoring the consumer’s journey?

Amaral: The digital environment undoubtedly offers a unique advantage for monitoring the way customers use and navigate with apps. This makes it possible to use data to improve user experience and intuitively understand their needs. The relevance of mobile apps in this sense will continue to grow, helping us understand what customers use, as well as how and where.

CMO.com: In your view, what should be the next step in the relationship between banks and customers via apps?

Amaral: The convenience concept adopted by the bank is closely related to how apps should evolve, offering practicality and performing specific functions, such as transfers and payments. Users can thus do whatever they want in less time–and fewer clicks–without overloading their devices with very heavy apps.