Tag: customer behavior

An intuitive digital customer experience in banking is more important than ever. Americans swipe, tap or insert their debit and credit cards at supermarkets, gas stations, restaurants, hotels and ATMs, conducting more than 74 million daily transactions.¹ Despite the volume of transactions, just 23% of banking customers give their bank high marks for its range of products, services and financial advice.² A hyper-digital, ever-changing banking industry means that there are more choices for financial service providers than ever before — and customers are taking full advantage of the options. On average, consumers have more than six different financial products and 82% of consumers between the ages of 18 and 24 acquired financial services products from new providers in the past 12 months.³ Digital transformation for banks is more crucial than ever, with some studies showing that 78% of bank customers prefer to access their accounts via a website or mobile app (with less than half of those surveyed ranking branch access as an important feature when shopping for a new checking account).4 Banks must embrace innovative strategies to elevate the banking customer experience in a competitive market. Here are some ways to boost customer retention and drive profitable growth. Rethink processes Complex processes and excessive paperwork needed to open accounts, approve credit cards and process loan applications can frustrate customers. In fact, more than 50% of consumers abandon the digital account opening process if it takes more than three to five minutes.5 Digital transformation initiatives can resolve these issues to improve the customer experience. Banks that leverage solutions, like artificial intelligence and automated data-driven decisioning solutions, to facilitate faster, more streamlined services can reduce friction, expedite processes and decrease wait times, resulting in improved customer satisfaction and retention. Reduce fragmentation Financial services are more fragmented than ever. Retail banking customers often use different providers for their checking and savings accounts, credit cards, investments, mortgages and other banking products. The options to access those accounts are also diverse, with customers choosing from brick-and-mortar branches, websites and mobile devices. Increased fragmentation means that the need to create an omnichannel experience should be top of mind for lenders. Additionally, the current retail banking landscape often fails to reward consumers for loyalty. Fewer than 15% of banks provide comprehensive rewards to those who use a single bank for multiple products or services, even though reducing fragmentation and taking a holistic approach to meeting customer needs can provide a competitive advantage.6 Personalize the digital experience While digital banking has reduced face-to-face interaction between banks and customers,7 consumers still expect a personalized banking experience. Experian has shown that using data analytics can lead to an improved understanding of customer needs and preferences, while customer segmentation enables the creation of targeted marketing campaigns, customized product offerings and tailored financial advice. These efforts towards a more personalized banking experience help increase customer satisfaction and loyalty. Provide more touchpoints An increasing number of branch closures and greater demand for digital banking services mean that just 3% of banking transactions are conducted in person.8 Customers are more willing to use digital channels for services like opening accounts and applying for loans. Banks can promote credit offers and product recommendations via email, social media and mobile banking applications while providing real-time digital customer experiences and prioritizing consistency across channels. Embracing a multichannel approach to marketing can help banks achieve better results, making it easier to cross-sell customers, amplify offers and meet consumer expectations for a personalized digital experience. Go beyond banking The customer experience in banking is about more than deposits, withdrawals and interest payments. Customers want resources and information to improve their financial well-being — and providing it can build trust, improve customer retention and boost revenue. Using digital channels to provide education might be more effective than encouraging appointments with customer service representatives. These tactics can help you: Leverage artificial intelligence to provide educational resources and personalized financial advice. Monitor user transactions for unusual activities and push information about online security or fraud protection. Employ chatbots to provide investment information and credit score monitoring and respond to questions about products ranging from mortgages to credit cards. Enhance your customer retention strategies by focusing on credit education and helping customers at every stage of their financial lives. Deliver a personalized customer experience in banking Globally, banks have invested $124 billion in artificial intelligence, machine learning and other technologies to make retail banking services more efficient and effective.9 Personalization is still imperative, and putting the customer first must remain the highest priority. Achieving those results requires a solid strategy for an improved banking customer experience. Experian leverages customer-level analytics and provides comprehensive solutions to expand digital transformation efforts, drive acquisition and improve customer retention. Learn more about our banking solutions. Learn more ¹Federal Reserve (2023). Commercial Automated Clearinghouse Transactions Processed by the Federal Reserve2,6-9Accenture (2023). Global Banking Customer Study3-4Forbes Advisor (2023). U.S. Consumer Banking Statistics5The Financial Brand (2023). How Credit Card Issuers Are Tackling Application Abandonment

With consumers having more banking options than ever before, loyalty has become the most valuable currency for financial institutions (FI). As fintechs and big tech companies continue to roll out innovative banking and payment options, traditional FIs must rethink their strategies to drive new business, retain existing customers and remain competitive. According to a recent Mintel report, rewards, transparency and customer service are the top three constants when it comes to building loyalty. Here’s how financial institutions can deliver on these fronts to create and maintain lasting customer relationships: Rewards programs and incentives Rewards have long been a key customer retention strategy, with 39% of consumers stating they would remain loyal to their financial service providers if they offered incentives and rewards. While traditional rewards programs that offer points or cash back on everyday purchases remain popular, many companies are expanding beyond the conventional rewards structure to attract new customers and stand out from the competition. For example, one California-based startup enables its cardholders to earn points at every winery, wine club or wine shop, while a health and wellness company rewards its cardholders with extra cash back when they meet their weekly fitness goals. To build and maintain customer loyalty, FIs can follow suit by incentivizing positive financial behavior, such as offering points to customers when their credit score increases or when they reach their monthly savings goal. Being rewarded for improving their financial health can encourage customers to continue making positive and responsible financial decisions. When customers see how much their financial institution invests in their financial well-being, they are more likely to remain loyal to the brand. Nurturing existing customers through rewards programs is also more cost-effective than acquiring new ones. Rewards program members spend 5-20% more than non-members on average, which not only covers operating costs but leads to increased sales and revenue. Transparency over fees Beyond rewards programs and incentives, many FIs have created innovative tools to help customers avoid overdraft fees, such as real-time alerts for low balances. To take it a step further, some have eliminated these fees altogether. While overdraft fees can be an easy source of revenue for financial institutions, they are a pain point for customers, especially for those who are financially vulnerable. Rather than continuing to be saddled with hefty penalties, customers are likely to switch to providers that are more upfront about their fees or have eliminated them outright. To avoid losing current and prospective customers to new competition, FIs need to be more transparent and work toward establishing fairer practices. Quick, friendly, and accessible customer service With today’s consumers having increased expectations for easy, convenient and accessible customer service, many FIs have refined their strategies by becoming digital-first. When customers have a question or concern, they can engage with financial institutions at any time through digital channels, including chat, email or social media. Being accessible at any hour of the day to assist their customers provides FIs with a great opportunity to build trust, loyalty and a positive reputation. By providing exceptional customer service, compelling rewards and being transparent, financial institutions have the power to create long-lasting customer relationships. Learn more about what you can do to retain your best customers or check out how to build lifetime loyalty with Gen Z. Learn more Build loyalty with Gen Z

The economic impact of the COVID-19 health crisis is ever-evolving and requires great flexibility and planning from lenders. Shannon Lois, Experian’s Senior Vice President, Analytics, Consulting and Operations, discusses what lenders can expect and next steps to take. Q: Though COVID-19 is catalyzing a sharp economic slowdown, many experts expect it to be temporary and liken it more to a global natural disaster than the prior financial crisis. What are your reactions? SL: There is still debate as to whether we will have a U-shaped or a V-shaped recession and its probable severity and longevity. Regardless, we are in a recession caused by a health pandemic with uncertainty of what it will mean for our global economy and without a clear view as to when it will end. The sooner we can contain the virus the more it will help to curtail the size of the recession. The unemployment rates and the consumer lack of confidence in the future will continue to contract spending which in turn will continue to propagate the recession. Our ability to limit COVID-19 over the coming months will have a direct impact in the economy, although the effects will probably linger on for six or more months. Q: From an economic perspective, what are the current trends we’re seeing? SL: Unemployment has skyrocketed and every business sector has been impacted although with   different degrees of severity. In particular, tourism/hospitality, airlines, automotive, consumer products and retail have suffered. Consumers’ financial status varies and will continue to fluctuate, and credit conditions tighten while welfare payments increase. The government programs that have started will help, but they’re not enough to counter a prolonged recession. As some states seek to reopen and others extend their shelter in place orders, we will continue to see economic changes, with different sectors bouncing back or dipping further depending on their geographic location. Q: How does the economic slowdown compare to what we may have expected previously? SL: This recession is different than anything we have encountered previously not only because of the health concerns and implication of our population but because of the uncertainty of it all. As an example, social distancing has significantly and immediately impacted consumer demand but overall it is their low confidence in the future that will cause a continuous drop in discretionary and non-discretionary spending. Not only do we have challenges on the demand side, we also are seeing the same on the supply side with no automotive manufacturing occurring in the USA, and international oil flooding the market causing negative impact on domestic oil and the broad energy market. Q: How do the unemployment and liquidity challenges come into play? SL: The unemployment rate has already jumped to a record high. Most consumers are facing liquidity and affordability challenges and businesses do not have enough cash reserves to sustain them. Consumer activity has shifted drastically across all channels while lenders are exercising more caution. If this is a V-shaped recession (and hopefully it will be), then most activity is bound to spring back quickly in Q3. With companies safeguarding some jobs and the help of governments’ supplemental programs, businesses will restore supply and consumer demand will get a kick start. Q: What is the smartest next play for financial institutions? SL: The path forward requires several steps. First, understand your customers, existing and new. Refine your policies with the right information around your customers’ financial situations and extend programs (forbearance and loan payment forgiveness) as needed under the right guidelines. It’s also important to use refreshed data to lend to consumers and businesses who need it now more than ever, with the proper policies and fraud checks in place. Finally, increase your agility to operate effectively and dynamically with automation, interactive communication and self-serving digital tools. Experian is committed to helping lenders throughout these uncertain times. For more resources, visit our Look Ahead 2020 Resource Hub. Learn more   About Our Expert Shannon Lois, Senior Vice President, Analytics, Consulting and Operations, Decision Analytics Shannon and her team of analysts, scientists, credit, fraud and marketing risk management experts provide results-driven consulting services and state-of-the-art advanced analytics, science and data products to clients in a wide range of businesses, including banking, auto, credit, utility, marketing and finance. Prior to her current role, she founded the Advisory Services practice at Experian, driving to actionable and proven solutions for our clients’ most pressing business problems.    

This week, Experian released a new version of our CrossCore® digital identity and fraud risk platform, adding new tools and functionality to help businesses quickly respond to today’s emerging fraud threats. The ability to confidently recognize your customers and safeguard their digital transactions is becoming an increasing challenge for businesses. Fraud threats are already rising across the globe as fraudsters take advantage of the global health crisis and rapidly shifting economic conditions. CrossCore combines risk-based authentication, identity proofing and fraud detection into a single cloud platform, which means businesses can more quickly respond to an ever-changing environment. And with flexible decisioning orchestration and advanced analytics, businesses can make real-time risk decisions throughout the customer lifecycle. “Now more than ever, businesses need to lean on capabilities and technology that will allow them to rapidly respond in these challenging times, increase identity confidence in every transaction, and provide a safe and convenient experience for customers,” said E.K. Koh, Experian’s Senior Vice President of Global Identity & Fraud Solutions in a recent press release. “This new CrossCore release enables businesses to easily leverage best-in-class, pre-integrated identity and fraud services through simple self-service.” This new version of CrossCore features a cloud architecture, modern user interface, progressive risk assessments, faster response times, self-service workflow configuration, and a transactional volume reporting dashboard. These enhancements give you a simpler way to manage how backing applications are utilized, allow you to analyze key performance indicators in near real-time, and empower you to catch more fraud faster - without impacting the customer experience. “Recent Aite Group research shows that many banks have seen digital channel usage increase 250% in the wake of the pandemic, so ensuring a seamless and safe customer experience is more important than ever,” said Julie Conroy, Research Director at Aite Group. “Platforms such as CrossCore that can enable businesses to nimbly respond to changing patterns of customer behavior as well as rapidly evolving attack tactics are more important than ever, as financial services firms work to balance fraud mitigation with the customer experience.” CrossCore is the first identity and fraud platform that enables you to connect, access, and orchestrate decisions across multiple solutions. With the newest version, Experian enhances your ability to consolidate numerous fraud risk signals into a single, holistic assessment to improve operational processes, stay ahead of fraudsters, and protect your customers. Read Press Release Learn More About CrossCore