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Tuesday, June 4, 2013

2:15 p.m. - 3:00 p.m.
Track: Mobile Banking View Track

SHAPING THE DIGITAL BANKING CONVERSATION WITH YOUR CUSTOMER

Matt Coumbe, Ph.D., Client Service Portfolio Manager, GALLUP
Alison Thorud, Marketing Strategy Manager, Digital Products, U.S. BANCORP

The presentation will focus on the insights Gallup and U.S. Bank gathered through their individual and collective research regarding customer’s willingness to use online and mobile banking services and the factors that drive behavior.  Practical insights will be shared for how U.S. Bank is using this information to develop strategies to engage customers and bankers in digital products during POS activities, new customer onboarding, and customer marketing.  You’ll hear about the keys to understand:  

  • the comfort level your customer has with using technology and which features and benefits should be emphasized;
  • the likely progression of engagement based on technology comfort; and
  • having engaging digital banking conversations based on the customer’s needs, and ultimately creating an active digital banking customer

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