Research Project Walkthrough
The Age of Alternative Payment Services
Application & Next Step
ESL Awareness Marketing Campaign
One way to educate members directly is through the mobile app. With in-app and push notifications, you can communicate with users about services like the Balance Widget and Member-to-Member transfers. This can also help with potential usability issues for users who aren’t used to navigating the app. But there is a fine line between informative and annoying when it comes to mobile notifications, so they should be used efficiently.
Another promotional channel is the in-branch service: ESL prides itself on providing a high-quality in-person service to its members. That trusted touch point can be used to educate members and increase engagement through signage and face-to-face promotion from tellers and other customer service employees.
Sample Commercial Ad Spot
Here is a quick, 30-second concept video for a television mobile ad spot to raise awareness of the Member-to-Member transfer service.
http://lingling.digitalscholar.rochester.edu/wp-content/uploads/2021/04/ESL-Concept-Video-transfer-service-awareness-campaign.mp4
The Next Step…
We see the future trend of real-time payment and partnership with third parties; however, these don’t guarantee the raise of customer engagement level. The core attributes that keep a loyal customer are always high-quality services. Thus, with the rising digital payment system, ESL still needs to keep the current traditional payment services innovating.
Also, security remains a highly valued attribute. Under the trend of the digital wallet, ESL might need to have an eye on that.
What’s more, the information revolution led by 5G and other cloud data tech might bring out easier solutions to the current technical struggle of traditional banking.