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Digital transformation is forcing companies to revisit and adopt new business models, uncover new revenue streams and find new ways to reach customers. This change has been driven, in most cases, not by companies, but by customers.
For some customers, especially those who are digitally-savvy, there’s no disconnection between physical and digital. Currently living between digital and physical transaction modes, customers expect the same interactivity level on both mediums - they require both worlds to provide seamless and connected experiences in such a way that what happens digitally can be completed instore, and vice-versa.
These “Phygital” experiences shall be intuitive, simple, and helpful. Furthermore, customers don’t want to waste time filling out data fields for companies with whom they already do business, they want faster times between deciding and completing a process, always within the safety and security measures they expect from trusted brands.
The onboarding experience is one of the many journeys a customer can take, using assisted and non-assisted channels to complete the process. This is not just about sales but about building trust and caring for customers while presenting them to new products and services.
For the business, a single-process with a single-customer view translates into multiple benefits: the journey develops in a trusted, agile environment, creating new operational capabilities that leverage innovation and collaboration among departments. Furthermore, it empowers the organisation to develop digitally enhanced products and services and end-to-end customer experiences that overcome the competition.
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Implementing a Digital Customer Onboarding Framework
Designed to help organisations quickly and easily implement digital customer onboarding experiences, that can be fully managed and updated by the business stakeholders. Combines an optimal digital experience with operational excellence, with benefits for both customer and business.
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For Customers
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- Convenience by removing obstacles and allowing customers to choose to onboard on their terms;
- Consistency by keeping the customer context available at any touchpoint, allowing them to pause and resume the journey as they wish.
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For Businesses
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- Continuous Improvement based on customers’ feedback and adaption to changes in their social, cultural, and economical context;
- Regulatory Challenges with enhanced ID verification capabilities and rules engine to guarantee that every regulatory requirement is catered to, no matter the industry or business.
The solution is supported by a Journey Platform that manages context, status, and journey flow, regardless of the channel where it originated. Future and existing channels and systems are transformed and integrated, giving organisations a 360º view of the onboarding journey.
Call-centres, physical point of sale, website, mobile App, chatbots, IoT: the customer data generated in all these and any other existing channels should always be updated and consistent. The focus should be to combine digital and physical to provide a seamless and frictionless experience between channels.
Designing Compelling Customer Journeys
The Celfocus’ Journey Platform is designed to create genuinely multi-experience and to act as the backbone of holistic customer experience in every touchpoint. It seamlessly integrates with existing systems and channels, covering sales and customer care scenarios for assisted and non-assisted channels. Regardless of the channel used, a customer interaction timeline is always available, helping agents to recognise customers and their specific needs instantaneously.
The organisation can define all the steps for the business process: The required agent intervention moments (or the absence of them), the validation and authentication methods, and analyse the customer dropout points, redesigning journeys as needed. It has different user views targeting other responsibilities (Business Analysts, IT Architects, and so on), allowing minor and significant changes, as well as journey approval and publishing.
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Leveraged by open APIs and business-driven building blocks, it enables excellent digital experiences. With a precise vision of where the customer is, as well as the generated data, the organisation achieves a clear data landscape perspective, removing silos and making it available across all customer service points. All the touchpoints are consolidated into a single customer view.
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Case Study
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The Digital-Only Bank
ActivoBank is an awarded banking concept designed for people who are active users of new communication technology and value a simple, straight-forward banking relationship that takes as much advantage as possible of daily gadgets like smartphones and tablets.
The challenge was to present a 100% digital solution to integrate with the bank’s systems and the Digital Onboarding Framework enabled customers to open an account in only three simple steps:
The solution allowed the bank to reduce costs and time while mitigating the inherent risks of implementing a new solution. It also empowered the staff to spend less time on bureaucracy. As for customers, opening a new account is now possible from anywhere with an Internet connection.
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In a nutshell:
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- 5min to reach a video call centre agent;
- 10-15min between downloading the app and concluding the video call (opened account and active debit card)
- 20-40 new daily accounts
- 2265 new accounts in 8 months.
