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Yes Bank and the Power of Digital Banking 2.0

The most consumer friendly banks in the world use digital and mobile platforms in markedly different ways. The key difference is in the way they leverage the power of digital and present their banking and financial services to target consumers. The best banks know digital is about empowering consumers and so they build their virtual propositions with the consumer as the pivot. It’s not just banks, but even the Indian government that’s aggressively pursuing digital platforms in the banking and financial space. One of their initiatives, christened ‘Unified Payment Interface’ is an attempt at digitizing the transfer and receipt of money, and ensuring the same is available to poor and disadvantaged in the country.

In India, Yes Bank is zooming up and ahead in engaging with digital consumers. Visit their site and you see right on the home page the emphasis is on consumers. Do a comparison across banks in India on their digital avatars, and you’ll see why Yes Bank is cruising ahead. What’s more, they are again among the best banks that have gotten onto the mobile platform. Navigating their site and getting to the services you need is a breeze. Plus it’s rather quick too!  The digital content layout is customized and optimized to the user’s needs. Go to their Current Account link or try applying for a Debit Card and you’ll see how user friendly the site is.  What takes the cake however is their minimalist approach to site contents that ensures its absolutely clutter free. That means no more tearing your hair out trying to locate what you need from the bank!

Yes Bank’s ‘mobile first’ website is power-packed with tools and applications for users.  These include interactive applications such as the ‘Product Finder Tool’, ‘Product Comparator Tool’, ‘Fixed Deposit Calculators’ and others that enable almost intuitive product discovery. The bank’s mobile App too has been built keeping in the mind usability and speed. So for example, if you wanted to download a form or fill up details and submit it via the 'Yes Mobile App' or the portal you can do it easy and quick. The 'Yes Pay' and 'Yes Tag' features enable payments and allow users to do banking transactions seamlessly on Twitter, Facebook Messenger, WeChat, Telegram and Skype. Yes Bank’s banking portal and the App have for been designed for to-and-fro and cross-engagements. No longer are users passive recipients, as they can now engage with the bank using multimedia content and via a user community. Imagine a bank going social. How cool!

As the business of banking and finance hurtles into the digital realm where users have short attention and patience spans, Yes Bank has responded with a digital strategy that’s right up the mark. The level of customization they’ve engineered is truly a delight for users. As a netizen who lives and breathes digital I can vouch for Yes Bank's ingenious digital banking proposition. If you ask me how they got it right where others languish, I can tell you it’s because they’ve firmly put users as the centerpiece to their digital act.

Now that’s a lesson any firm going digital can learn from. 

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