Increase Account Enrolments by Improving Customer Experience
We’ve all been there. Waiting inline at your bank or government agency to open an account or request a service. Idly passing the time on your mobile phone by browsing Amazon or Facebook. Only to get to the counter and have to downshift from those great mobile consumer experiences, to having to fill out paper applications. And all too often, attempting these complex transactions online today is either impossible or very difficult.
Yet unsatisfying online experiences are common in industries like government or financial services. In a recent survey of online banking customers, 66% said they did not have good digital experiences. Part of the problem is that in these industries, a complex transaction is needed to get a decision or approval (say on a credit card application, loan application, or government benefit). And these complex transactions typically rely on forms based processes that are either partly paper based or haven’t been reimagined yet for the digital and mobile age.
But it is very important to get this digital experience right. Research shows that banking customers that are very satisfied with their digital experience will do double the transactions. And a well-optimized digital experience also reduces costs. For example, in the retail banking industry each account opened online rather than in-person saves £37 (or €51)! This means optimizing digital experiences for these complex transactions can impact your top and bottom line.
Adobe Experience Manager (AEM) provides the foundation for organizations to tackle this problem. And with the latest updates to the forms capabilities, it is easier than ever to digitize complex transactions to improve customer experiences and reduce costs. Improvements in our latest release will allow organizations to re-imagine old world experiences like opening bank accounts or filing insurance claims with intuitive web & mobile experiences. Best of all, organizations don’t have to rip and replace legacy systems to achieve these results. AEM Forms integrates with them to leverage current investments, keep costs down and reduce time to market.
We do all this by leveraging the advanced capabilities in AEM along with the power of the full Adobe Marketing Cloud. For example, now you can deliver digital documents as well as forms that automatically reflow and adapt to the user’s device. These can be integrated to Adobe Analytics to give deep insight into forms and document usage. Going a step further, you can use Adobe Target to extend A/B testing to transactional forms variants. These capabilities help provide seamless optimized experiences for users that will maximize conversion and digital adoption.
We’ll be in London at the Adobe Summit EMEA unveiling many of these new features. If you are in an industry that deals with complex transactions like financial services, pharma, health care, or government you’ll find this particularly relevant to improving your customer’s interactions. For those of you can’t make it, no worries, you can get a sense of what we’ll be covering by watching a recording from US Adobe Summit a few weeks ago. For those attending EMEA Summit this year, we hope to see you at our session (register here).