Mobile has become the channel of choice for customers of direct banking pioneer first direct, overtaking desktop interactions for the first time and far surpassing the original dial-in telephony pipes.
The switchover to a mobile majority took place in August and was confirmed in September’s figures.
Joe Gordon, head of first direct, says: “Our customers want an omni-channel approach to banking but they’re now choosing the app as their primary way of managing their accounts.”
On average, first direct’s customers now interact with the bank through digital channels around 25 times more than telephony each month.
“Mobile offers our customers more and more functionality, and we’re seeing a rapid migration towards mobile becoming the digital channel of choice," says Gordon. "We’re seeing fewer calls per customer, but we’re always there with real people to help with complex queries.”