Banks are currently facing a serious generational divide, and it’s an issue that requires urgent action, lest banks lose out on the customer of the future. For most adults today, the likelihood is that they opened their first bank account in a branch, accompanied by their parents. However, with the acceleration of digital banking, this assurance has dissolved.
Banks exist to securely enable customers to conduct their financial affairs, but this requires changes in practices as customers change. While serving older customers who are comfortable with tried-and-true methods, legacy banks are being confronted with young clients who prefer to transact via their smartphones. In our fluid, tech-driven society, providing omnichannel solutions that meet customer expectations without compromising security is crucial for all banks competing in the “new norm”.
How can banks and financial institutions get through to the generation born in the 1980s and 1990s, the so-called “millennials”, also known as Generation Y, given their shorter attention spans and distrust of brand loyalty?