Trends Report

Build A Strategic Plan By Designing For Bank Customers' Mobile Moments

September 30th, 2015
With contributors:
Julie Ask , Benjamin Ensor , Audrey Blumstein , Rachel Birrell

Summary

Mobile strategies fail when firms fail to understand customers or outline clear business objectives. eBusiness and channel strategy executives at banks should document strategic plans that all stakeholders — marketing, product teams, technology management, and lines of business — agree on. This report answers two essential questions: How do we build a strategic plan, and what should be in that strategic plan? It also includes our mobile banking initiative checklist, designed to help eBusiness teams avoid common mistakes and succeed in mobile banking. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy, and substantially revised it to reflect new research as of September 2015.

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