Creating Memorable Digital Experiences
Creating Memorable Digital Experiences
Presented by Diana WolffPresident
LRG Marketing Communications
The world has gone digital
• watching videos
• checking social media
• chatting with friends and colleagues
• doing work
• reading news
• taking quizzes
• playing candy crush
• posting photos
• Americans’ viewing habits
• 11+ hours per day looking at screens
• What are they doing all that time?
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
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
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
MAKE IT EASY FOR THEM.
Opportunities for interaction
• Visits to your website for information
• Online banking
• Customer service requests via social media
• Crisis management
What does a great digital experience look like?
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
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
A Platform-Centric Strategy
Digital Banking PlatformScalable: Standard & Custom Functionality
APIs, SSOs, and SDK
?
• Selected the right partners & platforms• Focused on integration (APIs)• Mobile only/first experiences• Enabling mobile technology• Scalability for future relevance
Our Journey
Our Journey
BalancesTransfersBill PayMDC
4
<2015 2015-2018 2019 & Beyond ?
40+ ?
Mobile App
40+
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
Asking for App Store Ratings4.6
Jan ‘18 May ‘18 Aug ‘18 2019
2.6
Rat
ings
Vol
ume
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
Use Case: Paper Membership1. Business Development attends airline new hire class2. Applicants complete a paper application3. Applications are processed at nearest branch4. Unable to process a number of applications 5. Multi-day follow-up to correct, clarify and/or
complete membership application
A Memorable Digital Experience1. 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
Use Case: Travel Notifications1. Member (airline employee) logs into mobile app2. Would fill out a travel notification form3. Form would send back office a secure message4. Secure message processing = 1 FTE daily work5. We process 1-2 days/next business day6. Cardholder could be at destination before processed7. Increases risk of transaction decline, cardholder
dissatisfaction
A Memorable Digital Experience1. 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.
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
Card: XXXX
Card: XXXX
Card: XXXX
Our Results So FarRegistered Users
Active Users Internal Transfers
Logins (All Channels)
Mobile Logins
External Transfers
% of Members
53% 73%
71%
67%
77%
180%
328%
68%
119%% of Registered
Jan ‘15 Dec ‘18
Jan ‘15 Dec ‘18 Jan ‘15 Dec ‘18
Jan ‘15 Dec ‘18 Jan ‘15 Dec ‘18
Jan ‘15 Dec ‘18