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In their work on the team planning, implementing, and assessing mobile services, marketers can help guide the discussion about the strategic role and possibilities presented by this channel with key questions:
- What can we learn from other financial service providers and industries about best practices in launching and delivering mobile services? What expectations do mobile-savvy members have for their experience in interacting with the credit union via this channel?
- What audiences are we trying to serve and attract that we are not serving well or attracting today? Does the mobile channel meet the needs of current and future members?
- What value does mobile provide, and how does it complement and interface with our other services and delivery channels?
- How can we infuse our service culture and brand into this channel?
- How can we evaluate our options for providing this service and work most effectively with vendors to fully assess the member experience and suggest improvements?
- What devices are members currently using to access our digital services, and what functions can and can’t they perform with those devices?
- What are the most useful metrics to measure member adoption, use, and migration, and to assess the impact of mobile services on member relationships, member service, and the credit union’s operations and finances?
- How can we best train staff and provide the resources they need (such as tutorials, how-to guides and videos, and FAQs) to introduce this channel to members, answer their questions, and emphasize the benefits?
Karen Bankston is a long-time contributor to Credit Union Management and writes about credit unions, membership growth, marketing, operations and technology. She is the proprietor of Precision Prose, Stoughton, Wis.
This is Web-only bonus coverage from “Mobile Teamwork” in the April issue of CU Management.
