Sometimes “build it and they will come” is true and sometimes not. Mobile deposit capture only needed the presence of a button and then a mad rush of adoption followed. On the other hand, we have seen some great features languish unless heavily marketed.
Many factors influence the adoption of a new feature but the most important is simply if people know about it and understand it. When the credit union pushes a market leading innovation to production, end users need to be directed to it and educated about it.
For this reason, we release educational campaigns with every new version.
Members judge the quality of their credit unions digital offering not by what it can do but by what they know it can do. Obviously, the features that exist they don’t know about have no value to them.
Credit unions often measure what percent of their membership login on different platforms but really the important metric is what percent of members are using each of the major features. And the next step is to target educational campaigns, feature by feature, to members not using the features.
The successful transition to a digital future requires end user adoption of all important features. Credit unions need a strategic plan to ensure digital adoption success at the feature level.
Author: Chris Doner, Founder and CEO, Access Softek