If success leaves clues, retail has dropped plenty of golden nuggets to help the banking industry refine its credit application process and increase customer loyalty.
While banks have come a long way with online and mobile features, credit and loan application procedures are still stuck in the early 2000s. Often, the process is unnecessarily bogged down by false pre-approvals and lengthy forms; bank processes drive how customer obtain loans, instead of by their individual preferences.
Savvy lenders have already adopted alternatives that curate an express, white-glove approval process that incorporates customer loyalty. It’s more of a catalog of options available any time the consumer wants or needs something. Companies like Amazon.com and Delta Air Lines don’t work to predict consumer’s every desire; instead, they empower the customer to shop whenever and wherever, and proactively offer them options to pay or finance based on their data. Consumers join loyalty programs, earn points and build profiles with companies; they can then apply for credit online, over the phone, in store — wherever it makes the most sense for them. If they provide the correct information, they typically find out whether they are approved for credit in 60 seconds or less — usually no heavy paperwork to complete, just verbal confirmations and an e-signature. Retailers have given consumers a sense of ease and confidence that endears them to a brand and inspires loyalty.
Banks, on the other hand, seem convinced that customers are monolithic and must be instructed in how to shop for loans. But they have much more consumer data and more lending expertise than retailers; they could go even further than retailers when it comes to extending loan offers and services to customers in a variety of formats.
For instance, a bank should never have to deny a customer’s loan application. Instead, they should have enough data to empower the consumer with personalized access to loans across multiple product lines, which can go further than a pre-approved offer. These guaranteed offers can eliminate the application process and wait time. It gives the consumer insight into their personal buying power, and instant access to loans where and when they need them. The process doesn’t require a lengthy applications or branch visit, and removes the fear of rejection.
What Keeps Banks from Offering Customers a Faster Process?
It’s not a completely failed strategy that banks throw multiple offers at a consumer to see which one sticks. Some consumers will open the direct mail piece, complete the forms online and receive approval for the credit line or loan they have been offered. That’s considered a successful conversion.
Other consumers won’t be so lucky. The quickest way to upset a consumer who needs a line of credit or loan for personal reasons is to send them an offer that they were never qualified to receive. It’s cruel, unjust, wastes the consumer’s time and jeopardizes any loyalty the consumer has for your bank. Your bank already has readily available data to ensure that consumers receive qualified loans — there’s no reason to disappoint a customer or prospect.
Additionally, consumers increasingly reward personalization, and the sense that an institution understands them. A survey from Infogroup found that 44% of consumers are willing to switch to brands that better-personalize marketing communications. And a recent survey from NCR finds that 86% of people would prefer their bank have greater access to their personal data, compared to big tech companies like Amazon.com and Alphabet’s Google. This is up 8%, from 78%, in a similar study in 2018.
Personalizing messages and offers is something retail brands do well; consumers are open to and increasingly expect this from their banks. This is a bank’s best strategy to stay ahead of retailers’ loan products: showing customers how well you know them and deepening those relationships with fast, guaranteed offers.
The U.S. economy is expected to expand more rapidly later this year, through 2023, according to the Federal Reserve. This is a far cry from the doom and gloom projected late last year. Banks looking to capitalize on the growth will have to adopt a more on-demand strategy from their retail brethren. The loyalty from customers will be sweet.