‘Build it and they will come’ is a myth: Building a digital activation strategy

Bryan Herskovits

Journal of Digital Banking, 2018, vol. 3, issue 2, 102-113

Abstract: Although the Royal Bank of Canada (RBC) is a worldwide leader in innovative mobile payment technology, front-line employees had never been trained on mobile capabilities. Agile development had taken root, and a deep series of agile product roadmap releases were set to come fast and furious for the foreseeable future. There was a need for a new methodology to support the bank’s digital fluency in what would be very rapid digital transformation. There was no method to accommodate just-in-time learning, let alone learning that was experiential and could take advantage of the latest in cognitive behavioural science. In this case study, readers will learn: 1) How RBC implemented a Celent Model Bank Award-winning digital activation strategy that may be the first financial industry mobile activation strategy in North America; 2) Why being a large organisation is no longer an excuse for inaction; 3) How to develop a model for digital activation that is straightforward for almost any organisation to adopt; 4) A way to quickly build an enterprise-wide interactive learning platform for employees and clients.

Keywords: digital activation; digital ambassadors; digital activation strategy; mobile banking (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdb000:y:2018:v:3:i:2:p:102-113

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