News

Rolling out mobile banking? Bring frontline staff on board

June 25, 2013

Fiserv Inc. is offering a free white paper that tells FIs how to boost mobile banking adoption by turning branch and call center staff into mobile banking experts. In "Mobile Banking Adoption: Your Frontline Staff Holds the Key to Growth," the financial tech provider asserts that frontline staff engagement can help drive uptake among customers by 15 to percent above the average rate.

According to Fiserv a strategic customer engagement program should include:

• employee training — develop programs to educate staff about the value of mobile banking and the steps required for online and offline enrollment.
• employee incentives — offer rewards for employees who enroll customers in mobile banking.
• marketing and promotional materials — provide staff talking points, consumer takeaways and in-branch collateral to promote the mobile banking program.
• evaluation metrics — use data such as percentage of active users and mobile transaction volume to measure growth and identify areas for improvement.
• ongoing user engagement — continue to have frontline staff remind mobile banking users of the benefits and value of mobile banking, in order to increase use and customer convenience.

"Mobile banking can provide a positive return on investment for financial institutions, as use of the service can drive incremental transaction volume and shift transactions away from higher cost channels, while also improving customer satisfaction," said Erich Litch, division president of digital Channels at Fiserv.

"Branch and call center staff are a tremendous asset that financial institutions have at their disposal, and utilizing them to promote adoption and use of strategic services such as mobile banking can be highly effective."

Read more about mobile banking.