For the last few weeks, as I drive by a local fast food establishment, there’s been a person dressed in an ice cream cone costume dancing at the corner of a busy intersection holding a hand-written sign promoting the daily special. I’ve never noticed the special…but I can’t help but smile as I drive by watching this mascot’s antics. He or she is really having a great time — and it shows.
I’ve heard every excuse in the book – our members/customers are not internet enthusiasts, our web site gets very few hits, a small percentage of account holders use online banking or bill pay, we’re worried about online security, and the number one excuse — compliance. Those are ALL excuses and none are legitimate reasons to stay away from improving and adding electronic banking services.
Customers are demanding higher levels of personalized service and communications. 18% of consumers feel that banks “do what I want them to do” but don’t think about their customers with any regularity. 81 percent of the consumers had accounts with at least two banks. “This means that both banks missed an opportunity to build additional business.”
A barcode technology called Quick Response Codes or QR Codes has been gaining popularity in the US for the last year (they’ve been in use in Europe and Japan for several years already). These QR codes embed a web address or contact information that is easily decoded by numerous “apps” installed on smart phones.
I stopped at our local sandwich shop to pick up lunch the other day. A tiny family-owned store, 2 employees — not the place I would expect to find a technological breakthrough. Yet, it happened. Behind the sales counter, a toddler (the daughter of the shop owner) was sitting at an unused counter, interacting with an iPad.
As it turns out, electronic marketing has caused a large drop in the volume of direct mail over the last decade (just ask the US Postal Service). Due to the decrease in direct mail, marketers have seen that their mail doesn’t compete with as many other pieces in the mail box. As a result, direct mail response rates are climbing. At the same time, due to overuse, e-mail response rates are declining.
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