12 May 2012

Do you really want your bank following you around all day?

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A conversation with senior Wells Fargo execs reveals a bank trying to use the Internet, social media and mobile technology to worm its way deeper and deeper into their customers’ lives.

“Brian Pearce, senior VP in charge of Wells Fargo’s retail mobile channel, said the bank sees mobile as “a way to be with our customers all day long.”

Wells Fargo’s aim to go wherever its customers go involves more than getting them to use mobile apps, mobile websites and text banking. Pearce wants to move beyond purely mobile interactions into so-called “simultaneous uses.” After all, Pearce pointed out, people always have their phones with them, so they can use them at the same time as they’re engaged with ATMs, tellers or wellsfargo.com.

Customers could use their phone instead of a card to log into the ATM or ID themselves to a teller, for example. Or the bank could use geofencing to identify and alert a customer’s personal banker every time they walk into a branch.”

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