1. Don’t ignore user comments but don’t fake it either.

The mobile app online ratings and comments are a form of social media. No brand can ignore what is being said about its app nor about the institution’s practices overall if the app user takes advantage of the “podium” to rail about their dislike of the brand.

Even so, some banking organizations don’t respond to user comments. This seems odd given the potential upside and that no response could be seen as not giving a hoot. On the other hand, sometimes responses are so canned and saccharine that they simply feed user skepticism.

The user citing major mobile deposit problems and check hold issues at Bank of America at the beginning of this article received this bland reply: “Hello, we apologize for the troubles you’ve had with making a deposit. We continually work to enhance the mobile check deposit functionality in the app, so please watch for future updates.”

But many financial institutions do take comments seriously and ask to discuss the issue with the user offline. Some commenters who revise their posts based on fixes also increase the number of stars awarded to the app. That’s a win-win.

2. Prioritize interoperability with outside services.

A number of commenters cited difficulties connecting an app with Zelle, for example. Consumers have come to expect seamless integration of everything and comments often stress that they can drop you for another provider.

3. Resist the urge to make changes just for the sake of change.

Some banks make a virtue of how often they update their apps. Yes, many tech companies do this, but that doesn’t mean people like it. A common theme seen is: “This function used to work fine. Why’d you mess with it?”

You don’t want to read a comment like this one regarding Bank of America’s app: “This update has a ‘beta’ feel displaying poor form, function and usability. Really embarrassing for a big bank.”

A Chase user, claiming that an update introduced bugs, concluded a long complaint with: “If it ain’t broke, DON’T BREAK IT!!!!”

4. Take disabled users into account.

Granted, out of all the comments analyzed, only one person, with failing eyesight, brought up the difficulties of using one institution’s app with a screen reader. However, mobile banking app developers should have a word with Compliance about the applicability of the Americans with Disabilities Act to mobile apps and mobile websites.

5. Test, test and test again before releasing fixes. An uncomfortable number of commenters suggested that updates weren’t tried out on all common potential platforms.

“Did your programmers not test the new changes on an iPad?” asked one unhappy bill pay user. “It is like when amateurs back in 2005 would make a website, but forgot to test it on different browsers, and when you pulled it up the text was overlapping.”

6. Recognize that users also use other apps and will move if your app doesn’t improve. A common theme is “I use XYZ Bank’s app for my auto loan or my credit card” and I’m thinking about moving everything there because it’s a better user experience.”

Said one unhappy user, under the subject line “Least User-Friendly Banking App I Own”: “I have used Ally, USAA, SoFi, Chase, and now PNC and this one is the worst of them for my purposes.”

One Wells Fargo app user noted how much they liked the app, but then proceeded to name features on competitive apps (Chase and Capital One) that they thought Wells should copy.

7. Think carefully before adding marketing messages or actual ads to functional pages. Going by a handful of comments, what’s merely pesky on a desktop computer becomes an impediment to using the app on a mobile screen.

Join nearly 3,000 financial industry executives at THE FINANCIAL BRAND FORM, the biggest and best conference on CX, marketing, and digital growth strategies in the banking world. The Forum 2022 all-star celebrity lineup features Jay Leno, NBA legend Magic Johnson, the Shark Tank’s Daymond John, and world-class speakers from Apple, Disney, Pixar, Southwest Airlines, and more.

• Editor’s Note: This article was originally published on May 11, 2022.