The challenge

Millions of customers visit the RBS website on a weekly basis. A significant number apply for products such as loans, mortgages, credit cards or savings accounts.

Across the banking industry, people often change their mind after beginning an application for a loan because they are put off by the cumbersome process.

Miles Hillier, Sales Fulfilment Lead for Digital Channels in RBS’s Retail bank, says: “We did some work to understand the loans fulfilment process. We looked at customers who applied for loans but then needed to do something else before theycould draw down the loan monies. We discovered we had a slow, paper-heavy process in place. Unsurprisingly, a lot of customers change their minds and do not go on to open a product.”

Our solution

RBS decided to look at a number of initiatives to make the loan process easier and more customer-friendly. Miles says: “We knew we needed to get in contact much sooner, while the customer is still prepared to go through the application process.
Among other measures we decided to use messaging.

“Telefonica has created a messaging platform that enables us to deliver communications to customers from one central hub, in-house. We can also deliver bespoke marketingand service-related campaigns to customers.

“We set up a small team whose role it is to email and text customers who have started applications with an indication of what they need to do next. We made the process much more personal, with emails from a named contact giving specific instructions. If the customer has any questions, they know who to ask.

“It’s easy to lose emails. We wanted to make the loans process more visible by
integrating SMS – now when customers receive an email, they also receive a text
from the applications team to remind them to look at their emails.”

Miles says: “As a result of introducing these changes, we’ve seen over 10%
uplift in loans that we’re able to open for customers, solely down to the
immediacy of communication from email and SMS reminders.

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Results

Customers served more quickly

10% increase in customers taking out loans

More satisfied customers