Digital onboarding nowadays
Onboarding is a process through which certain actions are established to welcome customers and improve their chances of staying with the company. As for digital onboarding for the customer, the idea is the same, although so-called application programming interfaces or APIs are used to obtain financial data from third parties.
The adoption of such strategies is even more important in digital commerce. For example, according to Banco Santander’s sales data at the end of 2021, 54% of the bank’s transactions were conducted through digital channels, representing an increase of 12% over the previous year.
In this sense, the digital onboarding process is essential in B2C models -business to consumer-. As in banking: platforms and applications must have effective onboarding methods -clear information, fast registration, benefits for their use, etc.- to welcome customers and communicate the benefits of choosing the bank or institution in question.
How to improve onboarding in banking or financial apps
To implement a digital onboarding model in a bank successfully, it is necessary to develop a customized profile for the different types of customers: their expectations, interests and needs.
Customer profile
The first step for a successful digital onboarding process is to have a prior knowledge base about the type of customer and their expectations. In this way, the customer’s attention can be oriented towards the type of service and the correct use of the available tools.
Customer journey and onboarding stages
The reception of a new client requires consideration of the different stages or instances through which he/she will access the services provided. It is a process that requires the development of a regular path that can be easily identified by the customer and that recognizes the deadlines and verification actions.
In the case of digital banking onboarding, it is essential to guide the customer through a simple process that provides security and is intuitive.
Tracking and automation
Once the customer is onboarded, it is necessary to implement a tracking system. However, in the digital environment, this procedure can be automated to collect and process data on the user’s activity without human intervention. As a result, the customer is immediately attended to, which improves onboarding performance thanks to pre-established workflows.
Analysis of results and feedback of information
Implementing a digital onboarding system also provides the organization with up-to-date data on its accounts and customers. Therefore, the organization can evaluate the outcome of the process to make adjustments and establish actions to constantly improve the performance of the automated workflow.
How to benefit from user experience
User experience is one of the most important aspects to maintain customer loyalty in applications and management platforms. It also allows you to get to know the user and his or her interests better. In addition, the different ways of navigating and using digital management services provide a framework for optimizing the arrival of new customers and speeding up customer acquisition.
In this digital process, it is possible to:
- Implement usage analysis methods such as surveys
- Incorporate performance reports
- Add suggestions or insights that allow you to update onboarding and usage actions in general
This is very important considering the different types of customer profiles and their motivations for accessing a service whose main attraction is the agility and convenience of operations.
How to facilitate access and login
Today’s applications employ a new type of artificial intelligence combined with an identity verification system called KYC (Know Your Customer). This technology makes it possible to operate securely between a supplier and a customer by simplifying user authentication. In this regard, the following guidelines should be followed to optimize access and improve login:
Expectations
The functional expectations and interests of a customer for our service should be established: type of account, financial options, benefits associated with employment, bonuses and rewards, among others.
Registration and verification service
The elaboration of the registration and identity verification services necessary to identify the client and provide the necessary security standards is established.
Operational capacity
The configuration of the account must be carried out in an agile and functional manner so as not to make the procedure cumbersome. The person must be able to operate immediately.
Personalization and performance
The person’s profile should be used to direct his attention to the functions, products and services that can be most useful to him and to execute a customized response follow-up. This will improve their experience within the app, their loyalty and future access performance.
The consolidation of digital management and commerce services makes it necessary to improve the conditions for welcoming customers to the company. Therefore, a digital onboarding system guarantees the permanence of new customers.
