Expectations matter.
When it comes to providing services to members, their expectations about what they can or cannot do with the services you've given them is critical. Regardless of the channel, you must support the baseline expectations of your members. If you do not, you will disappoint, and potentially lose, members. If you exceed those expectations then you can delight, and potentially increase adoption and usage of desired services, along with member satisfaction and loyalty.
Sounds simple, but there's a challenge. Members' expectations shift and change over time, and there is no better example of this than in mobile banking.
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