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How to quickly uncover friction points in your consumers’ digital journeys

first_imgDuring one of our recent credit union digital marketing engagements, we assessed the online application and onboarding process for a mid-sized financial institution. In the initial phase of the engagement, we identified several friction points in our evaluation, from the website to the online application and finally in the onboarding process.Because many of the friction points seemed quite obvious, I decided to informally survey the employees who were in attendance of our Digital Growth Blueprint presentation.“Who here has opened an account online with your financial institution in the last year?” I asked.Just a few people raised their hands.I then broadened the scope. “How about in the last two years?”A couple more hands sprung up. Finally, I asked, “How about ever? Who has ever opened an account online with your financial institution?” Less than a third of the audience raised their hands, which I found quite interesting. This spontaneous survey then led into a much deeper discussion about consumer expectations, the friction points we identified in our assessment, and the need to continuously assess these activities for ongoing optimization.This was not a unique conversation.In fact, this is standard for our credit union digital marketing engagements. The primary culprit is financial institutions assume their online and digital processes are working because applications and forms are still being submitted and received.  But things change over time.Consumers evolve.Technology improves.Staffing changes. Processes shift. And more often than not, the website and application processes remain untouched.Assessing Your Digital ProcessesLike any retailer with a physical location, banks and credit unions audit and review the customer experience in their physical branch locations through the use of secret shoppers. Yet we have found that many financial institutions overlook the opportunity to optimize their website and various digital processes in the same manner.It’s not necessary for the entire staff of your bank or credit union to routinely review all of these digital processes. However, I do recommend having someone within your marketing and sales department user test your own account applications and processes on a quarterly basis. The internal processes you could user test include:General Phone Inquiry (Sales): Call the primary contact number on your website from the perspective of someone having an interest in a particular product and service.Website Contact Form (Service): Complete the website contact form from the perspective of someone having a service and support inquiry.Website Contact Form (Sales): Complete the website contact form from the perspective of someone having an interest in a particular product and service.Abandoned Online Application: Start but do not complete the online application.Completed Online Application: Complete the online application.While each of the above activities is a bit different, have your employee consider the following questions when reviewing these processes. Make sure their experiences are documented for future discussion.Phone InquiriesWere you put on hold?How long did it take for you to speak to an actual human being?Was your question resolved on the first attempt?Did you have to be transferred to someone else? How long was the wait time?Did you have to leave a message for someone to follow up with you? If so, how long did it take the representative to call you back?Did you receive any communication from your financial institution following your inquiry?How could this process be improved?Online Inquiries/ProcessesWhat frustrated you about the process?What confused you about the process?How long did it take for someone to contact you? Was it via phone or email?How many times did the financial institution reach out to you?Was your issue resolved on the first attempt?Did you receive any communication from your financial institution following your inquiry?How could this process be improved?Taking the time to go through this exercise at your bank or credit union will help to ensure that your digital and internal process are continuously assessed and optimized. 11SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Jonathan Lay As Senior  Advisor at CU Grow, Jonathan Lay helps banks and credit unions use digital marketing to tell stories that sell. He brings over a decade of digital marketing experience … Web: www.cugrow.com Detailslast_img read more

WHO update highlights bird flu puzzles

first_imgJan 26, 2006 (CIDRAP News) – The latest World Health Organization (WHO) fact sheet on avian influenza shows that the complex mysteries of the H5N1 virus, while compelling, make it difficult to anticipate what the virus will do next.On one hand, the virus has spread aggressively along migratory bird routes in the last several months, sparking poultry outbreaks and culls in places such as Russia, Romania, and Turkey. Its spread in Turkey led to a fast-developing human outbreak, which is now up to 21 cases with four deaths, but appears to be ebbing, WHO officials have said.On the other hand, WHO says in its Jan 20 publication, “the virus does not easily cross from birds to infect humans.” Tens of millions of poultry have been infected in the past 2 years, yet “fewer than 200 human cases have been laboratory confirmed.”The lengthy overview discusses current knowledge of H5N1 disease in birds, the role of migratory birds in spreading the virus, and the disease in humans. It identifies a number of areas of concern and gaps in knowledge, including:Containing poultry outbreaks – WHO suggests culling as the first line of defense, but adds that vaccinating poultry is a “supplementary emergency measure, providing quality-assured vaccines are used and World Organization for Animal Health (OIE) recommendations are strictly followed.”The role of poverty – WHO describes how poverty can hamper efforts to control H5N1, especially when the virus infects backyard flocks. “In situations where a prime source of food and income cannot be wasted, households frequently consume poultry when deaths or signs of illness appear in flocks,” the report says. Such deaths in flocks are common for other reasons, so H5N1 infections may not be suspected. “The frequent absence of compensation to farmers for destroyed birds further works against the spontaneous reporting of outbreaks and may encourage owners to hide their birds during culling operations.”Migratory birds – Evidence is growing that wild birds are carrying the lethal form of H5N1 long distances and spreading it to poultry flocks along their flight paths. Among the details supporting the theory: viruses from Turkey’s first two human infections were nearly identical to viruses found in birds around Qinghai Lake in China, site of a massive migratory bird die-off that began in late April of 2005.Who is at risk for infection – Most human cases have occurred in households that kept small poultry flocks. For unknown reasons, very few cases have been found in presumed high-risk groups, such as workers in live-poultry markets, poultry cullers, veterinarians, and health workers caring for patients without wearing adequate protective equipment.Differences between human H5N1 cases and ordinary influenza – The incubation period in H5N1 infections may be longer, and watery diarrhea without blood appears more often in H5N1 cases in people. Many patients also have lower respiratory tract symptoms by the time they first seek treatment. In addition, clinical deterioration is rapid in H5N1 cases.Treatment with antiviral drugs – WHO is working on an “urgent review” of recommendations on the use of oseltamivir (Tamiflu) and other antivirals in H5N1 cases. Clinicians should consider increasing the dosage and duration of oseltamivir treatment beyond the standard 150 mg per day for 5 days in severe cases, the report says.This flu virus, WHO says, is of the most pressing interest to human health for two reasons: it has caused the most human cases of severe disease of any avian virus, and it could evolve to allow easy spread among people.”H5N1 avian influenza in humans is still a rare disease, but a severe one that must be closely watched and studied, particularly because of the potential this virus [has] to evolve in ways that could start a pandemic,” the report concludes.See alsoWHO fact sheet on avian fluhttp://www.who.int/mediacentre/factsheets/avian_influenza/en/last_img read more

O’Driscoll cited for stamping

first_img A brief statement issued by tournament organisers confirmed that independent citing commissioner Aurwel Morgan has decided the incident warranted further scrutiny. The date and location for O’Driscoll’s hearing has yet to be announced. Brian O’Driscoll has been cited for stamping on Simone Favaro in Ireland’s 22-15 RBS 6 Nations defeat by Italy on Saturday. Press Associationcenter_img O’Driscoll was sent to the sin-bin for only the second time in his 14-year professional career in the first half of the match at the Stadio Olimpico. The 34-year-old lifted his right leg and brought it down on to the chest of Favaro, the Italy openside, who yelled out in pain and writhed around on the turf. The act was out of character for O’Driscoll, who has a fine disciplinary record, and was evidence of his frustration as Ireland slumped to a first Six Nations defeat by Italy. However, he was lucky to have escaped a red card for an incident that clouded what is thought to have been his 125th and final Test in a green shirt. The recommended suspension for a low end stamping offence is two weeks, the mid range five weeks and top end nine weeks, up to a maximum of one year. While the offence was serious, O’Driscoll’s lack of previous disciplinary issues will count in his favour. It will be hoped by his province Leinster that he is available for the Amlin Challenge Cup quarter-final against Wasps on April 5 and for as much of their RaboDirect Pro 12 title push as possible. A statement issued by the Six Nations read: “Brian O’Driscoll, the Ireland centre, has been cited by the independent citing commissioner for an alleged stamping or trampling on an opponent, contrary to Law 10.4 (b), in the RBS 6 Nations match between Italy and Ireland on Saturday 16th March 2013. Details of the Hearing will be announced later.” last_img read more