Mobile-banking customers are 32% more profitable than those who don't use mobile services, and are more loyal, said SunTrust Bank's Ginger Schmeltzer, a member of CBA's Emerging Channels Committee. Mobile bankers also are more active users of checking accounts, ATMs, call centers and branches, she said. Banks now must devote significant resources to mobile and online banking, she said, making them much less of "alternative channels," as they are sometimes called.

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