Companies think that placing their technology front and center and showing it off will put them ahead of their competitors however this is not the case.
Simplicity is key and in the new world order, intimidating screens of information will be replaced by choreographed interactions where the customer can be in control of their choices whenever and wherever. While the customers are being in control of these decisions, the service providers will be gathering data on this behavior of the customers.
Progressive banks are aware of how their customers are behaving which allows them to make decisions based on their customer needs and gather data that will personalize the experience of the customers.
Here are some tips for making technology beautiful or invisible: make sure that the sue of technology has a purpose, only make use of technology in your company where you know it will benefit your customers, keep interfaces simple, constantly gather data on customer behavior, remember that technology cannot replace humans and focus on human to human interactions.
Source: Allen International