mis mon 0900 alan gellman
TRANSCRIPT
Really, Should Brands Go 'Mobile First'?
Alan Gellman SVP, Head of Digital Marketing
Digital Channels Group, Wells Fargo Bank
@alan_gellman
August 20, 2012
OMMA Mobile First Conference
© 2012 Wells Fargo Bank, N.A. All rights reserved.
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70 million
20 million
8.5 million
50%
Customers have their devices with them in the branch, at the ATM, when doing online banking and when talking to phone agents.
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Mobile is the Simultaneous Channel
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Customers expect seamless integration of channels
Store
ATM
Phone
Online
Mobile
Text banking enrollment via ATM
Make an AppointmentSM (pilot)
Mobile alerts set-up
Referrals to stores
ATM advertising directs to call
ATM Check Card PIN set-up
E-receipts
Mobile banking customer service
Mobile alerts set-up
Online enrollment
When, where and how Anytime Anywhere Integrated across channels … because that’s what they need
“The connection between channels is where the magic happens”*
4 * David Cohen, Chief Media Officer, UM Global
Secret Sauce: Insights Driven Product Management
Launch, Listen and Learn (pilot to full launch)
Conduct field research (ethnography)
Establish customer satisfaction tracking and VOC programs
Quantify customer feedback and prioritize initiatives based on impact
Customer Insights
Market Research
CSAT
User Research
Syndicated Research
VOC
5 Property of Wells Fargo. Not for reproduction or distribution.
The Third Wave of Mobile Innovation
Early adoption of the channel
Learnings about customer engagement
Lack of customers led to shutdown
Improved web browser
Popularity of SMS
Smartphone/App revolution
We found customers!
Mobile lifestyle emerges
Surge in demand for mobile
Mobile unique features emerge
2001 - 2002 2007 - 2012 -
Experimentation Foundations Mobilization
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Customers Expect 3 Modes of Access
Three easy ways to access and bank on mobile devices
Text Banking; available for all customers regardless of phone type, no login required
Mobile optimized web browser; requires login and smart phone
Downloadable apps for iPhone, Android (oh yeah, and Blackberry & Palm)
Customers switch between modes
7 Property of Wells Fargo. Not for reproduction or distribution.
Key Insights – Creating a Compelling Experience Mobilize and Optimize – Don’t Miniaturize
Design to optimize key customer tasks (e.g., Bill payment)
Think of cross-channel experiences (e.g., payee lists)
8 Property of Wells Fargo. Not for reproduction or distribution.
Key to Innovation – Be Mobile Unique
While addressing key customer needs and tasks, also focus on capabilities unique to mobile
GPS Based ATM/Store Locator
SMS Rapid Alerts (with Visa)
NFC Local Employee Pilot (with Device Fidelity and Visa)
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Customers have adopted a new “mobile lifestyle” and are increasingly interested in using their phone for transactions.
Our initial offerings have been focused around transfers and bank payments
Mobile Wallets and POS payments are in their infancy. We completed a NFC pilot last year and are evaluating the various Wallet options that have emerged recently.
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Wells Fargo and Mobile Payments
Mobile Commerce and POS
Bank Payments
Transfers
What about communications?
Test & Learn … and place some bets SMS, search, display, QR, AR, Image recognition
Tablets AND Phone
Apps vs. Mobile web
Video vs. display
Complementary consumption
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(and the big secret … it’s very efficient and effective: cheap CPCs, high impact on awareness)
In Summary – Leveraging Mobile for Innovation
Why? Customers are demanding mobile, and mobile delivers value
How? Focus on capabilities unique to mobile
Key Insights
First, identify and deliver on key customer tasks
Mobilize and Optimize – Don’t Miniaturize
Service all your customers, don’t leave some behind
Manage proliferation of devices
Think beyond the handset
Create experiences that take advantage of the “simultaneous channel”
Continuously evolve the experience as devices change
Leverage multiple channels for marketing efficiency and effectiveness
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