Creating Memorable Digital Experiences. Presented by Diana Wolff President LRG Marketing Communications

Transcription

1 Creating Memorable Digital Experiences Creating Memorable Digital Experiences Presented by Diana Wolff President LRG Marketing Communications

2 The world has gone digital Americans viewing habits 11+ hours per day looking at screens What are they doing all that time? watching videos checking social media chatting with friends and colleagues doing work reading news taking quizzes playing candy crush posting photos Opportunities for interaction Visits to your website for information Online banking Customer service requests via social media Crisis management

3 Opportunities for interaction Visits to your website for information Online banking Customer service requests via social media Crisis management Opportunities for interaction Visits to your website for information Online banking Customer service requests via social media Crisis management

4 Opportunities for interaction Visits to your website for information Online banking Customer service requests via social media Crisis management From angry to ambassador: Handling a customer service issue in plain sight 1. Respond promptly 2. Take it off the public space 3. Listen - really listen - to their problem 4. Make the best possible attempt to solve it

5 MAKE IT EASY FOR THEM. Opportunities for interaction Visits to your website for information Online banking Customer service requests via social media Crisis management

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7 What does a great digital experience look like?

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12 Make the small things memorable Most digital experiences are everyday actions Small positive experiences add up to positive brand sentiment Make sure customers have a good experience at every touchpoint Make it an omni-channel experience Be true to your brand Show what makes a banking experience great Make it easy for them

13 Creating Memorable Digital Experiences Presented by Christopher Danvers American Airlines Federal Credit Union Memorable Digital Experiences A Platform-Centric Strategy Our Journey App Store Ambassadorship Memorable experiences are Holistic Our Results

14 A Platform-Centric Strategy? Digital Banking Platform Scalable: Standard & Custom Functionality APIs, SSOs, and SDK Our Journey Selected the right partners & platforms Focused on integration (APIs) Mobile only/first experiences Enabling mobile technology Scalability for future relevance

15 Our Journey < & Beyond? Balances Transfers Bill Pay MDC ? Mobile App Digital & Payments Digital, Payments, + App Store Ambassadorship Go beyond just WAITING for app feedback ASK for the app feedback RESPOND to app feedback when warranted Use feedback to guide your strategy You ll incrementally improve app ratings

16 Asking for App Store Ratings 4.6 Ratings Volume 2.6 Jan 18 May 18 Aug Memorable Digital Experiences 10 years ago: Get a function working online Last 5 years: Function has to be Mobile First/Mobile Only Today: What about the holistic experience? Differentiate through your niche play Lead with digital, But focus on cross-channel integration

17 Use Case: Paper Membership 1. Business Development attends airline new hire class 2. Applicants complete a paper application 3. Applications are processed at nearest branch 4. Unable to process a number of applications 5. Multi-day follow-up to correct, clarify and/or complete membership application A Memorable Digital Experience 1. Business Development attends a new hire class at American. 2. Asks class to download our mobile app. 3. Apply for membership from your mobile device 4. Use photo capture to complete personal details from your drivers license. 1. Less applications rejected 2. Minimized follow-up, application processing 3. Promoted mobile services we re travel friendly! 1. New member has app, and can setup login credentials and transact Future: real-time application decisions

18 Use Case: Travel Notifications 1. Member (airline employee) logs into mobile app 2. Would fill out a travel notification form 3. Form would send back office a secure message 4. Secure message processing = 1 FTE daily work 5. We process 1-2 days/next business day 6. Cardholder could be at destination before processed 7. Increases risk of transaction decline, cardholder dissatisfaction A Memorable Digital Experience 1. Traveling Soon? Option moved to top of mobile app menu. 2. Member interacts with experience; selects cards using cardholder art and card number as guide. 3. Real-time API call to credit and debit card processor. Card: XXXX Card: XXXX Card: XXXX 1. Better user experience 2. Real-time processing of travel notification 3. Reduced back office workload 4. Reduced risk of transaction declines 1. Increased cardholder satisfaction

19 Registered Users 67% Our Results So Far % of Members 53% 73% Logins (All Channels) External Transfers 180% 68% Jan 15 Dec 18 Jan 15 Dec 18 Jan 15 Dec 18 Active Users Mobile Logins 77% % of Registered 71% 328% Jan 15 Dec 18 Jan 15 Dec 18 Internal Transfers 119% Jan 15 Dec 18