Yesterday, <largebank> failed me on both accounts (see note 1).

With Finovate Europe less than two weeks away, we are wiring large sums to London to pay for it. My bank got a bit concerned about all this outbound activity, which is good. I'm glad they are paying attention.

But how the went about notifying me about their concerns was simply outdated. Here's how it went down:

1. The bank called me from a toll-free number and left a voicemail asking me to call them back. Despite the fact that I get every alert under the sun, the bank did not send an email or text message. I don't know about you, but listening to voice messages from random 800 numbers is very low on my priority list. By mistake I did happen to hear it a couple hours after the fact. 
2. As soon as I listened to the message I first went to my email to see if I'd also received a message from the bank to verify the authenticity of the phone call. Seeing nothing there, I attempted to log in to online banking to verify the call and assure myself that my account had not been drained. But guess what? The bank had disabled my account access and gave me a vague error message with instructions to call a toll-free number. The number matched the one on the voice mail so at least I could confirm it wasn't a vishing attack. There had been no mention in the voice mail of my account access being disabled.

Now, when you are 11 days out from an event and the cash in the bank is needed to pay for it, it's beyond disconcerting to be locked out of your account for no known reason.

Luckily, we were able to quickly assure the bank that yes, we really did need to wire that much money. So we are back up and running and our patient vendor simply had to wait one more day. (Update: I wrote this post yesterday. Today, the exact same thing happened again with another wire. While it wasn't a surprise this time, it's annoying.)

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A Better Process
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Let's repeat this scenario using an approach that preserves your customer's sanity while making it more convenient for those that favor digital channels:

1. Bank sees something odd so it freezes outgoing wire transfer capability and sends me a text message, email message and leaves a voice mail.
2. Instead of shutting down my account access, they let me into my account so I can verify that the balances are still there. And for extra credit, the suspicious activity is highlighted.
3. After confirming the transaction through an extra authentication step, the bank re-opens my outgoing wire capability.
4. For extra credit, let me simply authenticate the suspicious items by replying back to the messages (at least on smaller dollar items).

Now that I can breathe again, I can lay out three rules to guide your "suspicious activity" messaging:

1. Contact the customer in their channel of their choice (but also use others for backup in urgent situations).
2. Allow the customer to authenticate transactions without moving out of that channel.
3. Never completely disable online access (unless absolutely necessary). Yes, shut off transfer-out functions, but continue to allow "read only access." And post a red warning graphic within the account drawing attention to the suspicious activity. 

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Notes:
1. I'm not identifying the bank because my "data point of one" may not be indicative of what other customers experience. But I will disclose the name "off the record" if you email me jim@netbanker.com.
2. For more on messaging, small business, security and much more, see our Online Banking Report (subscription required).

Editor's note: This post was written by Michael Nuciforo, a Mobile Banking Consultant at Keatan. His previously worked at ANZ on a number of developments including goMoney and more recently was Head of Mobile Banking at RBS managing the UK Retail portfolio.

Banks have perfected what I refer to as the ‘negative pricing model’. In simple terms, it’s charging fees when customers make mistakes. We are all familiar with it. It is the annoying cost of returning a DVD late, or staying too long in your parking space.

At present banks rely significantly on revenue generated from fees when customers fall foul of their terms and conditions. Amongst all the doom and gloom of regulatory pressure, the euro debt crises, and record low margins, could mobile banking be the right service to implement a ‘positive pricing model’?

Tiered charges for access to additional features and content have become common due to the popularity of games such as FarmVille and Sims. This is great news for banks as the market has likely reached the right point of innovation, access and acceptance to allow for the monetization of mobile banking.

Now that most banks have launched first-generation mobile services, new features are perfect for tiered pricing. Areas such as NFC payments and remote deposit capture are a great place to start. They are tangibly more convenient than existing processes, and are designed to leverage the specific capabilities of a mobile device.

But can banks pull this off? Or will it just be seen as yet another annoying banking fee?

When implementing a pricing model banks need to be clear about their strategy and objectives. For the model to work, it is critical that unique mobile specific services are delivered to warrant the cost. And banks shouldn’t charge for services that they already offer for free today. This will only anger existing users. They should also avoid charging for services available in other channels for free, though some exceptions could apply. Banks need pricing that is fair, transparent and that rewards loyalty as well.

Any new fee will disappoint some customers. Banks should also expect negative media attention at first. This will happen any time bank and fee are included in the same sentence. Banks need to be proactive about engaging regulators during the process and communicating actively to customers. It is important that fees are integrated seamlessly into the customer journey. Regular enhancements should also be made to the service. Success will ultimately rely on the quality of new features.

With traditional revenue streams under attack, and investment in mobile growing, pressure will come on mobile leaders to justify the costs. The honeymoon period for mobile banking will be tested at some stage. Customer retention and transaction migration are fine, but are they enough for your senior executives? And can they be accurately proven?

With customers now familiar with this pricing model in other facets of their everyday life, it is important that banks also take the opportunity to do this now. Otherwise mobile banking, like online banking, will become a free channel for life.

The first financial institution in the world to offer Facebook account access, KeyPoint Federal Credit Union (powered by MShift)  launched in Nov. 2007 (post here), when the social network had "just" 50 million users.

In the ensuing 4+ years, despite an increase of 800 million more users, not a single major financial institution has followed in KeyPoint's footsteps (see note 1).

Sure, there's been some impressive Facebook marketing campaigns. Chase, American Express, and Capital One have all passed the 2-million "like" mark. But no one allows customers to check their balance/transactions right from within the social network (via a Facebook app).

But the drought ended this week, when India's second largest bank, ICICI Bank, launched comprehensive Facebook services including account info (screenshot #1), offers (see #2), and a general jump-page to the bank's main website (#3).

The new Facebook initiative is currently featured in the first promotion served by the bank's homepage (#4, note 2).  
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1. ICICI Bank's Your Bank Account page in Facebook (link, 17 Jan 2012)

2. Exclusive offers Facebook page (link)

3. Bank-on-the-go Facebook page: Serves as a launching pad to the specific areas on the bank's main website

4. ICICI Bank displays a Facebook promo when landing on its homepage

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Notes:
1. Having been a product manger for several large banks, I get why the "Facebook project" hasn't moved to the top of the queue. Basically, lack of demand. Facebook may have nearly 1 billion users, but only a few percent are ready to bank there because it's not seen as secure/private and it's a place to connect with friends (see note 2). But despite the current lack of demand, we are
confident web services, including banking & payments, have a promising future on the platform. 
2. ICICI Bank tackles security via a prominent mouseover on the main page:

The 'Bank Account' App is hosted on secured ICICI Bank servers and is made available on Facebook through a secure SSL connection. ICICI Bank has not transferred any data to Facebook. Your bank account information can only be accessed by you through your 'Bank Account' App on Facebook after successful registration which incorporates strong 2 factor authentication and setting up a personalized password. As long as you don't share this information with others, no one can access your account through Facebook.

Currently through your 'Bank Account' App on Facebook you can view account details, mini statement and few service requests like applying for debit card.

This App lets you access your information only after authenticating your Debit Card Number and Password. As long as you don't share this information with others, no one can access your account.

3. Viewing the page from a U.S.-based IP address.
4. We cover all the channels in our subscription newsletter, Online Banking Report.

So it's a good time for financial providers to remind customers about advanced tools available such as alerts, mobile banking, budget tools and so on.

You can also take the approach of Betterment, and provide a wide-ranging list of apps to assist in achieving goals for the new year. The investment startup sent an email to customers on Dec 27 recommending these 5 apps:

• Runkeeper to track your exercise
• Manilla digital file cabinet
• Skillshare to pick up a new skill
• Goodreads to help you find new books
• Sonar for social and business networking

Betterment closed with a pitch for its own simple investment platform and a free webinar scheduled for Jan 5, and personal finance blogging roundup.

It's a great effort, although maybe a little too much for a single email. I didn't even see the pitch for the webinar and blog compilation until I posted it here. Overall though, a strong A.   

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Betterment New Years email (27 Dec 2012)
Note: Google+ link on top

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Note: For more info on online investing see our 2008 report.

But what I didn't expect was to come home believing its Kasasa strategy might really work. Kasasa launched at FinovateFall 2009 (video here) and is the first major attempt to create a nationwide brand around the checking account. They are trying to do for checking what Visa/MasterCard did for the credit card or what Intel did for PC manufacturers with "Intel inside."

One very different element here is that BancVue is creating a national brand exclusively for use by community banks and credit unions. Large banks are the viewed as the enemy (see inset from BancVue's about us page) and are not allowed to "stock" the Kasasa brand.

On the surface it seems impossible. How could hundreds, if not thousands, of proud, local financial institutions many who've been building a local brand for many decades, unite under a nutty brand called "Kasasa" of all things?

But is it crazy like the iPod was crazy? Smaller banks and credit unions are being taken to the cleaners by the big banks, losing more than half their market share in the past two decades. They have the local ties, the human connection, but it is usually hard to maintain the product set, marketing power, and online/mobile UI, of Bank of America or Chase.

But what if someone were able to level the playing field with best of class products and combined the marketing power of 1,000 financial institutions into a national brand? (note 3) Then the community banks/CUs could go ahead and compete on service, price, value and local connections.

It sounds too good to be true, really. And I was skeptical when I heard the pitch two years ago. But after seeing how BancVue has signed up more than 600 FIs for rewards checking, hit #23 in the Inc 500, and witnessing their passion in person, I think they have a real shot.

Bottom line: It takes a long time to build a national financial brand, especially one centered on lowly checking accounts. Other than PayPal, what's the last one you can think of? Capital One (founded 1988) maybe. Discover Card (launched in 1985) perhaps (note 4). And I can think of a hundred reasons why it won't work.

But Kasasa is definitely out of the gates and gaining traction. Having just finished my review of the most important trends of 2011, I have a feeling Kasasa could make this list in 2012 or 2013. 

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Kasasa product set (11 Jan 2012)

Kasasa products dominate the homepage of Farmers Citizens Bank (link)
Question: Do Kasasa ads clutter the Farmer's homepage? No more than any other promotion. And they are at least attention getting. 

 

Landing page at Farmers Citizens (link)

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Notes:
1. I attended the event at the invitation of BancVue. But I am not consulting for them or their customers. BancVue is a customer of The Finovate Group for our event and reports just like hundreds of other companies. However, they did feed me really well, which my family will attest, is a powerful motivator in my life. So I can't say I'm totally unbiased.
2. After hearing the detailed reasoning behind the branding decision, I actually think the Kasasa choice makes sense. But you'll need to see the presentation to get it. The Financial Brand breaks it down here.
3. BancVue says that with 1,000 financial institutions offering Kasasa it would be bigger than the largest U.S. bank in branch network and marketing budget.
4. I can't think of any major national banking brands that have appeared in the Internet age other than PayPal, and perhaps NetBank (RIP). ING Direct made it but they were a spinoff of a powerful international brand, and even then they spent more than a BILLION in the United States alone during the past 12 years making ING Direct a household name. E*Trade, Ally also come to mind, but the former is more associated with brokerage and the latter is a name change from GMAC. Bank of Internet is doing well, but is hardly a household name.

First Federal also remembered to address New Years Eve hours on Saturday, a more likely question. 

Final note: While your are at it, also mention holiday hours in your call center and online banking support.

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Amplify Credit Union (1 Jan 2012, link)
Note: Amplify switches out its header graphic and logo treatment on major holidays. Here was their Valentine's look in 2010.

First Federal Bank of Florida (1 Jan 2012, link)
Note: First Florida had the best New Years graphics. Not only did they run two banners, there was subtle animation that made it logo and top banner twinkle when you moused over it. The bank also addressed Dec 31 hours along with those on the official holiday.

U.S. New Mexico Federal Credit Union (1 Jan 2012, link)

If you are selling off repos and REOs, you should let your customers get on a mail list announcing them. You could even turn it into a membership benefit, giving customers first crack at the deals and/or providing preferential financing.

Ohio Valley offers preapproved auction financing for its repo sales. A good move, although its landing page and online app could use a facelift (see second and third screenshots).

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Ohio Valley Bank email announcing vehicle auction (link; received 29 Dec 2011; 6:35 AM Pacific)
Note: I am not a customer of the bank, but anyone can sign up for its emails.

Landing page for auction financing (link)

One-page online loan app (click to enlarge; link)

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Note: Ohio Valley Bank has a prominent link on its homepage to its holiday hours, a nice touch (see picture upper right).