Challenges

A leading global bank had noticed a decrease in student account applications – a crucial product which has direct impact on ‘customer lifetime value’ of that student becoming a long term, loyal customer. They were aware that their process was time consuming as it involved visiting a branch. This led to a three-week wait for approval. We worked closely with the bank to streamline the application experience from end-to-end and to digitalise its student account application procedure.

The existing three-week process involved asking each customer to:

  • Visit a physical branch of the bank
  • Wait for an advisor to become available
  • Meet with the advisor
  • Wait around one hour for branch staff to input their data manually
  • Wait for the advisor to log in to their system and complete a lengthy approval process
  • Wait for a letter confirming their application has been approved.

Solutions

We worked with the client to create an online customer journey that allowed the applicant to enter all the required data by themselves. We built a secure platform approved by the client’s information security risks team. We digitised the application form increasing application intake Integrated with robotic decisioning engine to allow for a 12-hour decision on completion of the application compared to the previous three week wait. There were 17 customer journeys based on each applications success which were previously all sent via direct mail. We integrated Business Intelligence into the solution to help the client review customer interactions across multiple channels and touchpoints. The bank were able to gain insight into the customer’s preferences, behaviours and conversion points.

The Outcomes

Application process is seamless with no wait times in branch to apply
Process time reduced from three weeks to just three days
Created a data feedback loop to the Robotics team to allow for decisioning around application success criteria
We also successfully launched Current Account, Current Account Switch, Advance Account and Monthly Saver applications

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