The main question is how a financial application must be specified to meet the customer's requirements in light of numerous variations of software and different providers of mobile devices. Furthermore, it should be discussed, how additional customer value can be created by such an application. Besides the complexity from a wide range of various mobile devices itself, solutions have to follow the principle of customer-centricity.
In order to clarify and demonstrate how a client process should be designed to meet the high demands of the mobile devices by the new group of customers, the change from a seller's market to a buyer's dominated market and the focus on the customer‟s need will be discussed.
Afterwards, the issues customer-centricity and customer processes, which are the main elements of a customer-oriented process, and why thinking and acting in customer-oriented process structures is of relevance are discussed.
Having theses to aspects in mind, an exemplary customer-oriented process will be described and visualized. This process has been designed under considering the target group‟s characteristic: flexibility, reachability, safety, self-actualization, and usability.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Challenges to the Banking Business
- Customer's (basic) needs
- Changes in global markets
- Customer-centricity for Business Processes
- Customer-centricity
- Customer Buying Cycle & Customer Processes
- The customer-centric business process
- Customer Process mapped to a Mobile Device
- Boundaries & Challenges
- Opportunities
- Boundaries, challenges and disadvantages
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis examines the challenges faced by the banking industry in a rapidly evolving technological landscape, particularly in the context of increased customer demand for mobile and wireless services. The main objective is to analyze how financial applications can be designed to meet customer requirements in this dynamic environment while incorporating the principles of customer-centricity. Key themes explored in the text include:- Customer needs and expectations in the context of mobile banking
- The shift from a seller's market to a buyer's market in the financial industry
- Customer-centricity as a key principle for business processes
- The application of customer processes to mobile devices
- Opportunities, challenges, and disadvantages of mobile banking applications
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the growing demand for mobile and wireless services in the banking industry, highlighting the importance of meeting the needs of a new generation of customers who are highly mobile and technology-savvy. It also emphasizes the need for financial institutions to adapt their business processes to a customer-centric approach.
- Challenges to the Banking Business: This chapter examines the key challenges facing the banking industry, including evolving customer needs, changing global markets, and the need to adapt to new technologies. The chapter explores the concept of customer needs in relation to basic human needs and identifies the increasing demand for flexibility, adaptability, and access to information.
- Customer-centricity for Business Processes: This chapter delves into the concept of customer-centricity, emphasizing its importance in designing and implementing business processes that focus on meeting customer needs. It discusses the customer buying cycle, a framework for understanding customer behavior, and how businesses can design processes that align with this cycle.
- Customer Process mapped to a Mobile Device: This chapter explores how customer processes can be applied to mobile devices, highlighting the advantages and disadvantages of implementing mobile banking applications. It analyzes the opportunities presented by mobile banking, such as increased customer reach and accessibility, and discusses the challenges associated with security, privacy, and the complexities of different mobile devices.
Schlüsselwörter (Keywords)
The primary keywords and focus topics explored in this thesis revolve around customer-centricity, mobile banking, and the application of customer processes to mobile devices. Key concepts include customer needs, the customer buying cycle, technological advancements in mobile communication, security and privacy concerns, and the challenges and opportunities of integrating mobile banking into the traditional financial industry.Frequently Asked Questions
How should financial applications be designed for mobile devices?
Applications must be specified to meet high customer demands for flexibility, usability, and safety, while addressing the technical complexity of various mobile devices and providers.
What is "customer-centricity" in the banking business?
It is the principle of focusing business processes entirely on the customer's needs and experiences rather than just on the products or the seller's perspective.
What is the "Customer Buying Cycle"?
The Customer Buying Cycle is a framework used to understand the different stages a customer goes through when interacting with a service, which helps banks design better mobile processes.
What are the main characteristics of the mobile banking target group?
The target group values flexibility, constant reachability, safety, self-actualization, and high usability in their digital interactions.
What are the challenges of mobile financial applications?
Key challenges include maintaining security and privacy across different software variations and ensuring a seamless experience despite the diversity of mobile hardware.
How can mobile apps create additional value for bank customers?
Additional value is created by providing 24/7 access to information, personalized services, and the ability to manage finances on the go, aligned with the customer's lifestyle.
- Quote paper
- Christian Marx (Author), Uwe Fischer (Author), 2009, Customer Processes and their application to Mobile Devices, Munich, GRIN Verlag, https://www.grin.com/document/151060
