CANTON, Ohio-Financials that are the best at driving the bottom line are those that coordinate their services and messages across all of their communications platforms-because "no channel ever goes away."
"You can deliver your services channel by channel," recognized Robert Usner of Diebold, "but services should be coordinated across those channels. That is a prime message we are delivering to our credit union customers. We believe that coordination between mobile, ATM, online, and the branch is key to building relationships."
As an example, Usner suggested that mobile banking sign-up could also be handled via ATM as well as through the standard online option. "Using online sign-up you might get 35% of your members enrolled. But with the widespread usage of ATMs, you could reach 75% of your members."
Members should not be segmented into categories in which they are expected to use specific delivery channels. Members simply use different delivery channels at different times, Usner said. "When online banking came out, everyone said that was the end of the branch. That did not happen. Now everyone is looking at the mobile space. But data is clear that no channel ever goes away. Every channel continues to grow. So with a new channel like mobile, you add it to the mix and make it a part of your coordinated efforts."
