Delivering differentiated customer experiences now and in the future requires that they be effortless, personalised and relevant. In an Adobe Digital Trends survey, over one-fifth of client-side respondents ranked “optimising the customer experience” as the single most exciting opportunity for the year ahead. And they’re right — customers don’t just wish for the best experience possible, they expect it.
To achieve online enrolment excellence, you must first master these four components:
1. Deliver fluid experiences.
Fluid experiences are those experiences that flow without interruption and don’t require effort on the part of the customer. To achieve this state of flow, you should be able to do the following:
Allow customers to sign forms digitally to streamline onboarding while achieving compliance.
Create forms and documents that adapt to different devices and screen sizes and are available across digital channels.
Ensure end-to-end consistency by allowing customers to save and resume on any device or channel.
Allow users to complete pre-filled forms, sign digitally and process applications off-line as well as online for the best mobile experience.
By bringing its transactional services online and making the experience more fluid for customers, departments and agencies across the UK government have seen significant increases in online enrolment. Over 98 per cent of driving tests are now booked online, 85 per cent of self-assessment filing is done through online channels and 12 million people have registered to vote using a new digital service according to GOV.UK.
2. Reach business and IT velocity.
Business agility and speed to market are crucial components of any digital initiative. To stay ahead of competitors and customer expectations, look for a platform that allows you to do the following:
Design omni-channel forms and documents. Omni-channel authoring eliminates the need to create additional content for each and every channel you support.
Re-use fragments for form and document authoring. Business users can reduce the time it takes to create new enrolment forms or correspondence documents by dragging and dropping reusable components in a visual, intuitive user interface.
Automate and personalise messages. Embed personalised offers in approval letters, welcome kits and monthly statements across different channels — websites, email and even mobile apps to drive further engagement and cross-sell opportunities.
Improve digital workflows. To process applications faster, integrate backend systems to automate data flows and easily manage associated tasks and actions, including adding steps for marketing and compliance personnel to review and approve customer communications.
Investitionsbank Berlin improved their digital application workflow by creating an “information glossary,” storing data related to its loan and development process. Form designers can now create forms by dragging and dropping the components quickly without having to worry about the logic, dependencies, help texts, validations, field lengths, links or other concerns. Forms that used to take half a day to create now only take five minutes.