Case Study

Omni-Channel Approach Jump-Starts New Account Opening Process

Industry:

Direct Mail Optimization
Child Care

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Customer enablement and growth through multiple touchpoints

Challenge

With an abandonment rate as high as 90% for online account opening, one of the largest banks in the U.S. recognized the need to align with a partner who could help create a seamless, end-to-end, “digital first” customer experience. This would enable the bank to empower customers to start or expand their relationship with the financial institution when and how they chose.

Solution

For the banking giant to significantly improve how customers open new accounts online (e.g., deposits, credit cards and loans) for six of its affiliates, RRD Marketing Solutions created an omni-channel account opening platform through a mobile-first approach. Designed for personal and small business customers, this experience encompassed multiple user touchpoints via web, mobile and tablet, as well as internal branch and call center.

Simplified and shortened, this redesigned new account opening process would reduce abandonment rates, increase conversion, improve the user experience and, ultimately, lead to the increased use of digital banking solutions.

This multi-year effort required us to determine the best customer experience for each channel and product category through:

  • Secondary research
  • Stakeholder and user interviews
  • Persona development
  • Customer journey mapping
  • Information architecture, product screen flows, wireframes and prototypes
  • Content strategy, copywriting and creative design
  • Iterative and validation usability testing

In the end, more than 115 users of the new system were included in the research, helping redefine the user experience.

Results

Simplified and shortened new account opening process
37% reduction in abandonment
54% increase in online account openings

With a vastly improved customer experience for new account openings, our client has increased net revenue and reduced operational costs by growing new and existing business.

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