Are you sidelining your mobile experience?

Recently, I had some trouble withdrawing money from an ATM machine. The error displayed was rather unhelpful so I had to make a call to the contact center. While it was not an helpful experience, the agent kept insisting on me getting a new Debit ATM card to replace my old standard ATM card and that you could do it online.
So as I was not at a desk, I accessed the mobile app on my phone to see if I could get a new ATM card. I spent about 5 minutes looking at each area, and function to no avail. There was no such function there. Maybe the app doesn’t have the functions but the website would. Interestingly, the mobile version of their e-banking didn’t have the function either. I had to use the full desktop version which was not an ideal experience. I decided not to proceed instead, and to do it only when I got home that night.
This incident reminded me of the same bank’s mobile app experience a month back when I needed to make a transfer to a friend’s account. He had recently switched banks and the app only allowed me to transfer money to “favorite” accounts. There was no way to add new accounts to my favorites list. I had to do it on the full e-banking site again.
Mobile is the dominant platform today and continues to grow. The first and last device a consumer interacts with today is with a mobile. In 2017, it is disappointing to see organizations treat the mobile platform like 2nd class. I should be able to do on an app or mobile what I can do at a branch or desktop website. This is probably more important for financial institutions but I think it makes sense to focus on the platform that has the most users right?

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