Mobile remote deposit capture is a new and exciting tool
being introduced by many financial institutions and, for some potential
customers/members, its availability could be the deciding factor of where they
bank. As marketers, we’re tasked getting mobile banking users to adopt mobile
remote deposit capture once it becomes available at our financial institutions.
While some customers welcome it with open arms, others are fearful of the
perceived or unknown risks associated with this (or any) new technology.
Mobile remote deposit capture can be a challenge to market to consumers on both
sides of the coin. Here are five communication approaches to consider when
marketing your new product:
1) Education: Is it really as simple as taking a picture?
Whenever new and unfamiliar technology is introduced to the marketplace, there
are always questions about how to actually use the product. An appropriate
marketing strategy should include a simple set of instructions to demystify the
process for technology novices. By removing this initial barrier, financial
institutions will position themselves as helpful, smart bankers with
outstanding customer service and a commitment to educating their
consumers. A successful marketing strategy will close the gap between the
perception that mobile remote deposit capture is new and scary, with the
reality that mobile remote deposit capture is simple and easy to use.
2) Convenience: Is it really that easy?
Immediate-gratification banking … perfect for younger generations, right! Yet
the potential reach of SmartPhone adoption doesn’t stop with Gen Y. No matter
what their age, convenience banking appeals to anyone that is on-the-go and
using technology to simplify their lives. Highlighting the convenience of this
new feature will help solidify your financial institution’s position of making
banking easier. Successfully promoting this product will not only save money at
branches, but will give your customers more time to go about their daily lives.
Incorporating that message into your communications plan positions you as their
banking partner, not just a service provider.
3) Duplicates: What do I do with the check after? Couldn’t someone just
deposit it at another bank?
With mobile remote deposit capture, the check stays within the hands of the
depositor. Naturally, questions like this one will be asked before they adopt
new technology, so look to address them proactively within your launch plan.
Consumers need to know that the internal process of check validation still
needs to occur, whether you deposit a check at the branch or via mobile RDC. Risk
is limited through FFIEC guidelines. Consumers should also be instructed on how
long they need to keep the physical check after it is deposited remotely.
4) Security: How easily can check images be intercepted when sent over a
Trumping most other concerns, security might play the biggest role in deterring
consumer adoption of mobile remote deposit capture. As banking professionals,
we know how risk-mitigation tools and technology solutions protect the
transaction and the accounts involved, but most consumers don’t know about the
protections in place. Informing customers of the security measures that have
been put in place at your financial institution will build trust in your
At the same time, don’t forget to offer your frontline staff training on how to
answer security questions. A knowledgeable staff also helps build the
credibility in your organization.
5) Acceptance: Will it actually work?
SmartPhone devices are manufactured to capture high-resolution images. Checks,
which are typically flat, two-toned images, easily fall into that category. For
novice users, it should also be communicated that a SmartPhone with a camera
and a clear network signal is necessary for optimal product use.
While misconceptions, overstated risks or confusion can stop customers from
adopting mobile remote deposit capture, having a thorough marketing
communications strategy ready for your launch will help them understand the
benefits and security of your latest offering.
How have your customers or members adopted the new technology?
Continue the conversation in the comments below!