“Build it and they will come is a myth,” RBC’s groundbreaking Digital Activation Strategy profiled in the Journal of Digital Banking.

This Article was originally published in the Journal of Digital Banking  Volume 3 Number 2 (Autumn/Fall 2018)

Summary

Although the Royal Bank of Canada (RBC) is a worldwide leader in innovative mobile technology, frontline 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 behavioral science.

In this case study, readers will learn 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.

To successfully transform into a digitally fluent organization, RBC adopted a four-pronged digital activation strategy — Awareness, Advocation, Adoption, and Advocacy — and built RBC’s digital activation platforms, Digital Learn, Digital Demo, and Public Demos.

The digital activation strategy has been a huge success for RBC: with more than 20 million page views, it has become one of RBC’s largest internal communication channels. More than 10.5 million digital advocacy activities have been tracked between employees and clients.

Download the article to learn more! Read about this and other wins on the digital front for RBC in this article from the Journal of Digital Banking*. Learn key details of the bank’s digital activation strategy — from inception to planning and execution to successful results that continue to drive digital adoption among both employees and customers.

*Journal of Digital Banking is the major professional journal publishing in-depth, peer-reviewed articles and case studies on FinTech innovation, digital disruption and how to develop a profitable, customer-focused digital banking strategy – specifically by using technology and automation to deliver efficient, secure and seamless customer experiences with lower operating costs.