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Building trust in the digital channel for the sale of financial products

Financial products are an intangible asset that requires building and maintaining credibility between the bank and its users.

One of the principles of financial products is based on mediation from a main equation: a transfer of capital between those who are willing to invest and those who require it, considering the risks involved and the regularization of the commercial agreement itself. In this figure, the conclusion of the contract is a formal manifestation between the creditor and the debtor, but which exhibits the trust and expectations of both.

The Evolution of the Banking Model: From Traditional to Digital in Financial Products

This historical model, present in its business model since the 20th century, is part of the DNA of traditional banking, but has also evolved in its leap to non-face-to-face channels, especially digital ones. Within the digital transformation process of the last 20 years, the development of a credible, functional and user-focused virtual banking has boosted the promotion, acquisition and support of financial products.

Omnichannel Transformation in Banking: Integrating Traditional and Digital in Financial Products

Since the last two decades, the human executive and the traditional branch are now part of a larger omnichannel arc where the website, the contact center, automated agents (bots), and even channels such as social networks and applications of the bank itself are incorporated. Thus, the concepts of credibility and trust are also incorporated into the digital customer journey, in which it is important to follow industry best practices, such as:

  • Sign of Ownership: It is important that the digital channel is certified by the service provider to avoid the risk of fraud leading to low utilization. This, as an example, corresponds to the green ticket in WhatsApp or blue in the case of Facebook or Instagram.
  • Defined Audiences: The banking product offer must recognize whether it is a current user of the organization or a new capture. In both cases, maintaining an updated database with as much detail of the lead as possible will allow for a personalized experience in which the customer feels considered and attended to in an omnichannel manner.
  • Relevant Content: The central message must be assertive, captivating, and refer directly to the experience sought by the user. Ideally, it should be linear with respect to the initial concern and not deviate from the original journey, to the extent that the current one has not concluded to avoid abandonment or distraction of the counterpart.
  • Appropriate Language: Whether it is a human agent or a bot, the texts of the interaction should be clear and specific in the same way as if the interaction were face-to-face. You can also use reinforcement tools such as the use of bold and exceptionally elements such as emojis to highlight key steps.
  • Multimedia complement: From an explanatory tutorial, the filling of forms and even the closing of the digital contract, all the multimedia tools available in the digital channel must be at the service of providing signals to the customer that the information has been obtained in detail and the conversion is properly recorded. A video with indications, WhatsApp Flows templates and the attachment of a PDF document become accelerators for the delivery of financial products.
Financial products

Many other elements can act as enablers in the delivery of a financial product, but we invite you to follow this basic guide in building the digital foundation of electronic banking.

As OneMarketer we have a wide variety of use cases in the implementation of financial products, through the attention of agents, massive campaigns and automation of digital contracts. If you want to learn more about these, write to us at info@onemarketer.net.

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