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Posted by Peter Wannemacher on April 1, 2014
For digital teams at banks and credit unions, building a mobile strategy to win, serve, and retain customers is a major undertaking. But even after executive leaders approve a mobile strategy — after the congratulations, confetti, and champagne fade away — digital teams at banks face the challenge of executing on that strategy. The latest chapter in Forrester's Mobile Banking Strategy Playbook outlines how digital business leaders at banks can meet customer needs and business objectives with a mobile banking road map.
Our report lays out many commonly-encountered obstacles to mobile banking execution success and how digital teams can overcome these obstacles. Here are a few of the areas the report looks at:
Mobile road maps fail when digital teams fail to tackle these and other issues up front – or at least to account for these obstacles and make a plan to deal with them. We recommend starting by mapping out multiple mobile “routes” that account for different options: For example, a digital team at one bank has developed a road map that separates initiatives into those focused on affluent clients and those focused on "mainstream" deposit account customers, while another bank maps every mobile initiative in relation to the bank’s wider multichannel efforts.
What obstacles or issues have you encountered when executing a mobile strategy? Let us know in the comments section below.