Now that mobile is on its way to becoming the dominant banking interaction channel, we are going to obsess on the nitty-gritty details this year, both here and in our Online Banking Report newsletter.
First up: How to get better mobile data into your CRM. By now many (most?) readers do a good job grabbing mobile numbers during new customer onboarding. But are you doing the same with existing customers? And even if you have a mobile number on file, is it the primary phone number on the customer’s account?
Capital One 360 (formerly ING Direct) is reminding customers at login to take a look at their account info on file. And furthermore, the bank has added a small reminder to make your mobile number primary, if desired (see screenshot below).
Bottom line: Having the best primary phone number is a small, but important, part of servicing customers effectively. My only quibble with Capital One’s implementation is that the reminder is easy to overlook as it’s buried mid-page in a small font with a blue “i” graphic. A more dramatic graphical treatment would improve the results.
Capital One 360 login reminder page (30 Dec 2013)
Image source: Mobile First webinar by Ken Fang posted on Howto.gov