We started by asking users about their banking needs. We decided to take this approach to learn more about their business and provide an account recommendation just by answering simple questions.
Our research data showed that as a business bank for more than 30 years, clients value the personal connection and relationship with CWB’s branch staff. The goal was to keep the established client experience in our digital platforms.
We have been onboarding clients digitally, both in-person and self-serve for our Personal and Motive accounts for a year. Along with our user-testing, we used the data from our analytics to improve on our mistakes and have a bigger picture of what is working.
We anticipated that onboarding business owners would be more complex than our other streams. This project would also be more significantly critical as a business bank.
With the pandemic, we understand that our clients are under stress and are going through difficult times. Our goal with digital customer onboarding was to have a self-serve process when opening accounts.
We doubled down on making sure we provide automation on users filling out forms and having an actual person to help during the process if needed. This resulted in a significant time saving for business owners and our inbranch staff who would normally open accounts manually.
