The banking industry is currently in the middle of a technological innovation wave not experienced since the mass adoption of the Internet. Unlike the long time frame for the adoption of the Internet or even for ATMs, banks must now adapt at a much faster pace to innovations such as mobile banking and to trends such as social media. To put the current environment into perspective, it took a full 16 years from introduction to reach 50 million ATM users and 7 years for the integration of the Internet, compared with only 3 years for the integration of Facebook. Furthermore, current forecasts for mobile banking indicate that usage will increase from roughly 10 million users in 2010 to leading the interaction channel by 2015.2 Given the fast-paced environment that is now the norm, banks must not only be aware of what their customers' preferences are, but also how to respond to them, and quickly. To that end, J.D. Power and Associates suggests that banks intensely focus on mobile banking adoption and integrating social media as a customer service channel.