Alliant Credit Union: A renowned financial institution digitizes onboarding to drive revenue and quickly engage new customers
When it came to supporting their ambitious member growth and digital banking goals, Alliant Credit Union realized that their existing, analog onboarding process led to friction points, time delays, and a generally tedious customer experience. Their original onboarding process involved a slow, antiquated direct mail campaign that new members received 7-10 days after creating new accounts.
Moving forward, Alliant Credit Union looked to increase speed of engagement and strengthen their customers’ connection to digital banking tools by:
Their three key goals were to:
- Create a frictionless process of onboarding, making it easier and faster for
new members to fully use their accounts
from day one. - Educate customers on digital banking tools, including cross-selling additional products like credit lines and personal loans.
- Capitalize on new-customer excitementby encouraging mobile app downloads and emphasizing membership perks.
Experience Marigold
Today, Marigold is helping over 40,000 brands and organizations worldwide to find their customers, get to know them, and ultimately turn them into superfans by delivering relevant, ultra personalized customer experiences at scale.
Talk to an expertPowered by Selligent by Marigold relationship marketing solutions, Alliant’s newly digitized welcome campaign for new members focused
on the following objectives:
The solution was built around these key concepts:
- Faster and simplified onboarding, with a better user experience Alliant Credit Union automated a
four-part welcome email campaign to address new member pain points, educate them on products, and onboard them quickly. Not only does the process help build customer trust and loyalty, but reducing pain points and friction also increases digital banking adoption, and improves net promoter scores (NPS) and depth of wallet. - Personalize the journey map The automated onboarding email campaign now uses personalized content marketing to drive new members to digital banking channels, engage them in alternative products (based on their existing products), and cross-sell additional products at the height of their excitement about joining Alliant.
- One step at a time Onboarding now means funneling customers into a carefully crafted journey: first, an email nudging online account activation, then a second email to prompt downloading the Alliant mobile app – unless profile data in Selligent by Marigold indicates that members have already done so. Emails three and four complete the education with tutorials on digital banking tools and cross-selling offers for products the customer has not yet purchased.