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Brett, I suspect part of the problem is because the systems banks use to track, monitor and control the content of customer interactions don't cope with these new channels yet. If you tweet the bank, they need to have that drop into a message queue so they
can monitor timeliness of response, and allocate the workload. When the response goes out, it should be in on-brand language and the content must be compliant. Some banks may be in the happy position of being able to quickly add a Twitter 'plug-in' to an integrated
messaging system. Many won't.
You are right that there are legacy system issues, but that is hardly a justification given the rate of change we are experiencing in customer engagement and interaction these days. The fact that such things are so set in stone and difficult to change illustrates
the capability of banks to absorb innovation in the customer experience - basically almost non-existent.
It's time for a shakeup in channel management!
CEO & Founder
14 Apr 2010
This post is from a series of posts in the group:
A discussion of trends in innovation management within financial institutions, and the key processes, technology and cultural shifts driving innovation.