Banking on Digital Growth 276) Digital Onboarding: Communication Keeps Customers
Digital onboarding, or lack thereof, is often an afterthought as financial brands chase new account applications. However, can banks and credit unions really label a fresh account as a win if all it does is collect cobwebs?
Laurie McLachlan, CMO at Digital Onboarding, Inc., thinks financial brands have an abandonment problem, and they won’t be able to fix it until they step back and accept it.
Laurie argues that throwing more information at account holders won’t cure attrition unless institutions help their clients understand it.
Join us as we discuss:
- Why most official account abandonment numbers are fickle (6:53)
- The difference between communicating and helping (16:23)
- How referral programs help build better relationships (32:17)
Check out these resources we mentioned during the podcast:
- laurie@digitalonboarding.com
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