Hub for banking
Adobe Experience Manager and Adobe Analytics, now reside at the core of the bank’s digital activities. “As our business and digital presence has matured, we’ve expanded our use of Adobe solutions to maintain our edge,” says Vaughan.
The first step for Nedbank was adopting Adobe Analytics to gain a comprehensive understanding of what features and channels customers use, content they like, and the forms they use. Visibility into which operating systems and devices customers use most frequently also gets incorporated into digital marketing and development strategies. As a result, Nedbank can move past making decisions based on hunches and instead rely on data-driven decisions for real, measurable impacts.
“Adobe solutions provide the foundation for strategies and delivering new experiences,” says Vaughan. “It shapes design, how we talk with customers, where we invest resources, and more.”
Using Analytics, Nedbank is diving deeper into audience preferences to overcome digital hurdles. For example, on the company’s credit card page, Nedbank saw a small number of clicks and application completions relative to the traffic arriving on the page. The data pointed to the fact that credit cards were listed alphabetically and not by customer interest. Digital marketers responded by moving more popular products to the top of the list, as well as products an individual would most likely be interested in based on their profile. The result: there was a significant uplift in application completions.
Early wins helped to raise the profile of digital marketers across the bank and build momentum for further use of Adobe solutions. More teams jumped on board with the new digital marketing approach and Nedbank added Adobe Experience Manager, including Forms, Sites, and Assets capabilities, to further transform the business and unify different teams.
Planting the Nedbank flag
Making a splash and putting Nedbank on top means delivering consistent messages and experiences, regardless of touch point. Adobe Experience Manager enables Nedbank to do just that. The central content management solution offers every business unit access to standard brand assets, images, templates, and forms to create rich online and mobile experiences.
“Interacting with the various Nedbank digital offerings in some of the multiple roles our clients assume, you’d see the same Nedbank logo, but essentially experience seemingly different companies,” says Vaughan. “Our customers now have a richer understanding of who we are. And if they have multiple types of accounts, they are getting a consistent experience as they do business with each group.”
Equally challenging for bank employees and customers, the company’s applications were created ad hoc, resulting in a maze of documents to navigate to complete certain tasks. At one point, Nedbank had over 224 different forms, including duplicates.
Using Analytics, Nedbank first identified 20 forms that accounted for 96% of the total form volume. The team could also tell where on those forms customers abandoned completion. With these insights and templates within Adobe Experience Manager Forms, the bank dramatically streamlined form fields, reduced how many forms templates were managed down to 38, and added better functionality, such as auto-populating fields. The bank now has levers which can be pulled to drive customer behavior, enabling feature blocks on landing pages to be aligned on the fly to coincide and effectively support and underpin specific campaigns.
“Adobe Experience Manager Forms was a major force in simplifying how we interact with customers,” says Vaughan. “We can cut seven-step processes down to four steps with more control over each form. Additionally, we output completed forms to PDF, giving the customer a copy to help ensure accuracy and add a layer of hands-on service.” Vaughan also notes that new mobile-friendly forms help customers do business on the devices that they use most. The overall result has been astounding—successful forms completion increased from 33% to 80%.