Going beyond the observations from part 1 of this article, let’s now take a look at how to conquer the challenge of digital transformation. How can you be as agile and innovative as the banking and insurance markets’ newest entrants, while capitalising on the know-how and awareness you’ve acquired over the years? Look no further than your data!
Your data can teach you what your customers are looking for in terms of service and advice, show you what they need regarding savings or loans products, and help you decipher new trends in the sector (What are the hottest topics? Which types of products are creating the most interest?). This is also what will allow you to innovate: Backed by your data, you can test new financial offers, new channels of communication, new content… and make corrections if necessary. Finally, data will enable all players in the banking sector to unite around a shared digitisation movement in order to create change. By demonstrating proof through data, it will become simpler to obtain the necessary means for this transformation and mobilise the required skills.
Obtaining reliable data
Before you can attempt to improve the user experience with your online banking service, you must first analyse that experience. You can do this by tracking the visitor across all points of contact and all devices used, and in doing so, collect a maximum amount of data. But, you must be absolutely sure of your data’s quality and availability. This is THE unconditional requirement to fulfil before committing resources to a digitisation project.
Start by listing the essential criteria for your choice of digital analytics providers:
Be vigilant in terms of security: It is important to verify from the start that your provider will be able to respond to the level of confidentiality and security requirements for data that a financial establishment needs. In doing so, you’ll guarantee the smooth launch of your project. In addition, by involving your IT teams from the start, you ensure their support, which will save you precious time.
Anticipate large volumes of data: Even if you start with a limited project involving just a few sites and applications, you can expect it to develop quickly, whether in terms of scope or traffic. Will the chosen digital analytics provider be able to handle such a large volume of data? At what level of performance? With what level of reliability? There are many criteria for which you must demand a level of commitment that measures up to your challenges.
Get assistance with the tagging phase: Take care when preparing for your project launch and, in particular, the tagging phase. This crucial step ensures you’ll obtain accurate, exploitable data. What kinds of tagging services or assistance does your digital analytics provider offer? How can you verify and check your implemented tags? What guarantees does the provider offer regarding data reliability? How can you optimise this step?
AT Internet’s solution complies with European legislation, the most stringent in the world in terms of data protection. We are able to guarantee high-level performance across all our services. Additionally, a number of our digital analytics consultants are specialised in the financial field. For all these reasons, some of the largest groups in the banking and insurance sectors have chosen AT Internet to assist them through their digital transformations on a daily basis.
Developing a culture of performance measurement
Analysing the impact of each marketing action, measuring the user journey, taking corrective actions, and thus optimising the user experience… This is the virtuous circle that should be set in motion at every level. The objective is to be continuously attentive to customers’ needs, which are increasingly demanding in terms of banking services, in order to offer innovative solutions that are appropriate to their needs – and in doing so, stay one step ahead of the competition.
Today, the start-up mode of business is becoming more and more appealing: it encourages access to information for all people within a company, and drives people to take initiative… Naturally, company-wide access to web analytics tools should be at the heart of this process.
It is an incredible opportunity for everyone to have the ability to measure their actions, in order to evaluate and adapt their strategy on a day-to-day basis. For example, imagine that you’re:
- hesitating between 2 types of campaigns to promote a new offer for personal loans. Run both campaigns simultaneously, and measure the performance of each one in terms of acquisition (volume of traffic generated), engagement (quality of the customer journey), and conversion (sign-ups or sales).
- launching a new insurance product targeting students. Use digital analytics to carefully analyse the interest it generates, identify synergies or eventual cannibalisation effects with other products.
By cultivating this culture of performance measurement, creativity and of innovation will increase tenfold: it will become simpler, less risky and more productive to test innovations in order to decide whether to launch them on a larger scale.
Whether it’s the people in charge of product lines or service offerings, communications, PR, recruiting, or branch managers… these operational teams are often discouraged by the complexity of tools that make data analysis cumbersome. As a result, their use of digital analytics is limited to simply consulting a monthly report, which is produced by a web analyst. At AT Internet, we believe that everyone should have direct access to the data, to measure and improve their own performance. Our Analytics Suite contains a reporting application specifically designed for these business users. With pre-built reports tailored by sector, these business users get only the data that really matters to them and their needs.
Putting the data to good use
Sharing data so that everyone can make enlightened decisions means making the data available, as well as attractive. Circulating data throughout a company is a considerable challenge: When used well, data can quickly become a convincing asset, an effective way to mobilise resources and to free up budgets.
To communicate pertinent data of added value, it’s important to build impactful dashboards that give an overview of performance. Choose the right performance indicators: limit their number and avoid overly technical terms, especially if you are addressing lay users (financial consultants, administrative personnel, etc.). Add a few contextual comments that will enlighten the reader. Find the means and frequency of sharing that are most adapted, whether it’s sharing on the internal company network, via a weekly bulletin sent to the managers, or on a real-time monitor display in the marketing team’s offices. Our tools allow you to create dashboards and share them, in just a few clicks – a great way to shed light on your results and spread the information.
To make data “actionable”, it is sometimes necessary to directly inject it into the tools used by operational teams, so that the data can enrich existing information. Your teams will be able to visualise all data (online and offline) that can be used to improve customer relationships. Depending on how you plan to use this data, it can be integrated into your business’ information systems and into your existing digital ecosystem: Enrich your CRM with behavioural data so that customer advisors can anticipate client needs and identify the financial services that would most interest each client; inject information about the customer journey into an ad serving or email tool to allow Marketing and Acquisition teams to retarget and generate leads on the website or in local branches.
AT Internet’s Analytics Suite is an open platform: our powerful API offers a high capacity for extraction from your BI, CRM, and CMS tools, among others.
No matter how you intend to share your data, we aim to make it easy for you to use your data and make the most of it. We’re convinced that data is key to moving projects forward, mobilising resources, and obtaining buy-in from partners and stakeholders. By communicating the obtained results, and explaining the concrete actions taken, you will create incentive within teams. Any success (even small) will serve to secure support from key actors in the business, create allies, and thus begin the transformation, little by little.
Today, more than ever, banks must place the customer at the centre of their strategy. Whether that customer is at the acquisition phase or at the loyalty phase, you must be attentive, anticipate their needs, and be more responsive than ever. When your customers interact with the bank, they expect a productive and innovative experience. They expect tailor-made products and services, quick responses and relevant offers. The multiplying offers and providers, as well as the diverse devices and channels used for communication, are making customers more fickle. By providing data to a maximum number of professionals within a large banking or insurance group, you’re providing the means for everyone to measure their actions and learn from them. You’re giving them the leeway to make mistakes that will lead to more testing and further innovation. By creating this kind of dynamic, your projects, teams, and business will boost their agility and creativity – the two major drivers of this digital transformation that is, today, inevitable for financial companies.