Build it and they will come.
You’ve likely heard this turn of phrase before. But applied to the banking industry, it represents a serious risk — especially in the rush for digital transformation.
It’s not enough to build amazing digital products. You also need to convince consumers to use them. And that requires both excellent consumer facing educational tools and comprehensive employee training.
In our new report, How to Boost Digital Adoption for Your Bank, you’ll learn the best practices for driving digital adoption; including the key steps that will turn employees into driving forces for digital adoption in your stores.
Our proven 3-step formula for driving digital fluency with your employees
How to leverage your existing tech to drive digital adoption
The #1 way to get employees to promote your tech
How to convince seniors to go digital once and for all
Ready to boost digital adoption for your bank? Click here to download the report.
- Competition from non-banks could erode one-third of traditional bank revenues in North America by 2020.
- Among customers who satisfied a need via a personal channel in the past three months, 25 percent said they were interested in accomplishing the same task digitally.
- People don't use digital services because they don't understand them.
- To drive digital adoption in-store, staff need to be confident in their knowledge of your digital products and in their ability to spot opportunities to recommend them.
- One of the most effective ways to drive digital adoption is combining the tools you use to educate consumers (i.e. your simulations) with game-based learning and role-plays to train staff.
Digital transformation is often considered a technological issue — building the best tech, partnering with the best fintechs, etc. But one of the biggest challenges isn’t technology. It’s people.
No one wants to spend their spare time learning about banking products. Most of us are comfortable in our routines — there’s no incentive to change. Yet many banks operate under the assumption that awareness and education will drive adoption.
Because digital banking products seem so obviously beneficial, there’s a risk of falling into the “if we build it, they will come” trap.
But the truth is not all your customers are convinced digital is better. And even if they are — they need a reason to change now.
To promote adoption of their new banking products, most financial institutions:
a) raise awareness through traditional marketing channels (direct mail, email, tv ads etc.)
b) put simulations of how to use those products on their website
But this strategy relies on a key assumption: that if customers are shown how convenient tech is, they’ll use it.
Unfortunately, that assumption leaves out one critical factor: apathy.
People don’t like changing their habits — especially financial ones.
The path to digital adoption doesn’t move straight from awareness to education to adoption. It actually looks more like this.
Click here to keep reading!