Why Read This
The critical question for many digital banking teams after they build mobile banking is how to encourage customer adoption and use. Forrester spoke to eBusiness executives at banks about the current state of their mobile banking strategy and identified processes and best practices that can help promote adoption of mobile banking. This report addresses how digital banking teams can drive mobile banking use by listening to their customers' needs, helping customers achieve their goals, integrating mobile banking into wider multichannel strategy, and lowering the barriers to adoption with tactics like education and security guarantees.
Tags: Banking, Consumer Mobility, Contactless & Mobile Payments, Customer Experience Management, Customer Service & Support, Design & Usability, eCommerce, Financial Services, Marketing & Strategy, Mobile Apps, Mobile Web, Multichannel Customer Experience, Personas & Scenarios, Social Computing, Web 2.0