BAKU, Azerbaijan, October 18. Convenient payments for services, automation and simplification of repetitive processes are the most rapidly developing functions in the Azerbaijani banks, Head and Team Leader of Russia's Markswebb consulting agency Olga Stasevich said at the announcement of the 'Mobile Banking Rank Azerbaijan 2022' study results on October 17, Trend reports.
"The latest apps allows to quickly find ATMs and branches, as well as to understand the connected product statuses. However, most user tasks have not been solved at the highest quality level, as the average rating of most units doesn't exceed 50 percent. Therefore, the market provides a great opportunity for progress, and one can easily become a leader through the right prioritizing development,” she said.
Stasevich noted that the transactional activity growth is slowing down due to the lack of convenient transfers and payment functions.
"For example, only five banks support money transfers through mobile numbers. Following the research, four banks failed to transfer money using account numbers, while three banks didn't implement it at all. Another bank provides incomplete payment options for taxes, court debts, and loans. All this impedes users from conducting more frequent digital transactions," she added.
According to her, ordering debit cards and credits by the current client is widespread in the mobile banking market of Azerbaijan.
"But other products are poorly represented: a deposit application can be submitted in one mobile bank, open digital debit cards – in three banks, credit cards – in two banks. Ordering products from the pre-login area is available only in two applications, which means that banks don't use all available sales potential," Stasevich stressed.
‘Mobile Banking Rank Azerbaijan 2022’ is user experience research, which contains the completeness and convenience of tasks solved in mobile banks for individuals. The researchers focus on debit card management. The results will allow evaluation of the development vector, key features and trends of mobile banking in Azerbaijan, to see practices and solutions for high-level improvement of customer experience, and the creation of competitive advantage.
The key expertise of Markswebb is user and customer experience (UX/CX). The agency analysts research markets, find best practices, conduct UX audits, create CJMs, advise product teams, and design interfaces. The company is exploring digital services for corporate and personal finance management in Russia and the CIS countries.