SCB aims to double numbers of app users in quest for market lead in mobile banking

He said yesterday that the bank is also aiming for their app to be the leader in term of customer satisfaction next year.
The bank officially launched the new and third version of its SCB Easy app yesterday after redesigning it with several new features intended to improve user experience. The development of the latest version took 10 months and cost over Bt4 billion.
Arthid added that in the face of expanding digital trends across all industries, and significant changes in people’s financial-service-usage behaviours, commercial banks have to face up to the changes. “Definitely, we can no longer conduct our business in the same old way,” he said.
“At SCB, we make it a key mission to adapt and keep pace with the changing world. We have made a major investment in developing our infrastructure, particularly our digital platform, and in creating new customer experiences. These strategic moves aim to boost SCB’s potential and competitiveness in moving towards our goal of becoming the ‘most admired bank’,” he said.
Thana Thienachariya, acting chief marketing officer at SCB, said that according to the latest information from the Bank of Thailand, the number of mobile-banking accounts increased from 13.9 million at the end of 2015 to 20.8 million last year. Pretty soon, mobile banking will become a major means of transactions for banks, he predicted.
In early August, SCB Easy app recorded more than a million transactions in one peak hour. That is three times higher from the peak last year, and suggests that the app is popular among the bank’s customers, said Thana.
“Understanding the various needs and complicated behaviours of customers, plus the creation of new customer experiences, are now at the heart of bank businesses,” he said. Alongside technological development, these marketing factors have taken on huge importance, resulting in the SCB Easy redevelopment aiming to ensure that “the app can be everything for its digital-age users, said Thana. 
Thanks to the redesign, SCB Easy app customers can conveniently personalise the menu for quick access to frequently used functions. Another highlight feature of the new version is the “cardless ATM service”, which enables customers to use the app in the place of debit/ATM cards. Upon request, the app can generate for users a six-digit PIN code for them to withdraw cash from any SCB ATM without the use of debit or ATM cards.
That is a solution for the urgent cash needs of customers who may have forgotten their ATM card or wallet.
SCB Easy also offers a protection feature, which provides coverage of up to Bt100,000 for its service users in the events of damage as a result of stolen or lost phone, stolen identity documents or cards, hacking, and viruses or malware that steal sensitive information. Another feature offers a wide range of lifestyle privileges to app users.