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

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.