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