It's time for banks and credit unions to consider the potential of providing mobile banking customers single-click live customer support similar to Amazon's Mayday button that is embedded on the latest Kindle Fire HDX tablets.
Similar to a virtual version of Apple's store-based Genius Bar, without needing to wait in line or leave your house, a banking version of Mayday could provide both basic customer support as well as specialized or advisory services that could revolutionize both mobile and online banking.
This concept may seem like a major leap into the future for an industry that has yet to fully embrace 24x7 'push to talk' or text-based customer support for the mobile or online customer or extensive video banking at physical locations, but as technology advances and more customers are relying on mobile, tablet and online banking, there is significant potential. And, with the desire to create powerful emotional connections with customers, live video may replace the telephone for customer support.
The Amazon service is easily accessible with a button on the Kindle HDX device home page. Press the Mayday engagement button and a customer sees a remote Amazon Tech Advisor on their screen within seconds (over the holidays, Amazon beat their goal of 15 second response with a 9 second average wait). While a customer can see the live advisor, the advisor can't see the customer, just their screen. Once credentials are authorized, Tech Advisors can annotate the screen, change settings, download apps and do anything needed to help a customer step-by-step.
"With a single tap, an Amazon expert will appear on your Fire HDX and can co-pilot you through any feature on your screen, walking you through how to do something yourself, or doing it for you - whatever works best. Mayday is available 24x7, 365 days a year, and it's free," stated Amazon CEO and founder, Jeff Bezos. The commercial for the Mayday button is a great illustration.
While some people were initially concerned about privacy, the advisor can't access a customer's camera or access information within the computer that is private. Only audio is transmitted back to the advisor.
For Amazon, the Mayday support teams reside within the normal call center. While these advisors most likely didn't replace any of Amazon's other support channels, there could be additional resources that were needed (Amazon does not reveal details).
Supporting this capability required video-equipped computers and a de-cluttered environment for the advisors to work that appears more professional than a traditional call center cubical. For Amazon, they actually put each agent into well branded 'mini-studios'. Video agents also needed to be 'camera ready' based on wardrobe, visual appearance and even body language.
Supporting this capability required video-equipped computers and a de-cluttered environment for the advisors to work that appears more professional than a traditional call center cubical. For Amazon, they actually put each agent into well branded 'mini-studios'. Video agents also needed to be 'camera ready' based on wardrobe, visual appearance and even body language.
