Payment Digitization - Learning Launch

Challenge

One of my first work experiences was working in a bank in Peru, in this work I supported  in the management of products or services dedicated to companies, specifically I saw the  product of "Telecrédito Web", which is a tool that allows companies to manage their  accounts, make transfers, payments, requests and other operations through the web. In  Peru there are quite a few people who carry out their operations through traditional or  physical channels (agencies), these operations include payments to their workers, suppliers  and others, who can also perform via web through "Telecrédito Web", however, many  users did not make their payments by this, despite they paying their subscription monthly,  so users had the tool but preferred to go to the agency instead of use a product for which  they currently paid. During the year, campaigns are carried out to raise awareness of this  type of customers to use digital tools, one of the actions that are performed is to send  emails with the intention of explaining the benefits of using digital tools and contact  channels in case they have any doubts. The challenge in this case, and in general for banks  in Peru, is to migrate all operations from physical to digital channels to improve efficiency.

Selection

It seems to me that the process of testing to collect information may be less disastrous than  launching you to the market and correcting errors over the course. In simple terms, I think  learning launch is to perform a test and see how the segment reacts to it, collect opinions,  observe the poor points and improvements, to work on them on the idea.

Application

At the time I was working there I was an intern so my proposals could or could not be  made and being very important business customers, we had to be careful with the  documents we sent. It occurred to me, within the simple, to send a step-by-step guide on  how to make the payments they made in agencies via "Telecrédito Web", the client would  have it very simple. We decided to take a pilot test with some customers to see if this could  have a positive impact, leading them to the action of making their web payments the  following month.

We defined well a segment of customers within all those who paid via agency and had  "Telecrédito Web", we made sure to keep them in a database to follow them the following  month, within this database all their payments made during the year were seen on both  channels (physical and digital). For this, we prepared a guide that included screenshots of  the application and a brief descriptive text that indicated what needed to be done  (modules and steps were underlined in a red circle). Finally, in coordination with the  marketing team we sent the guide and an Excel file they needed to upload the required  information. Everything they need was included in that email.

Insight

Days later, through the sales team, we received feedback regarding the customers who  had received this email. They were delighted about this initiative and wanted different  guides for all the possible payments they could make. In this context some executives of  the sales team told us that generally customers prefer to do these things on their own, but  they need to be explained step by step how to do it, in fact, they trust that customers are  empowered when performing their operations on their own, as they feel they are

dominating a new level in terms of digital issues that may not be their affinity at some  point.

Based on the results obtained, it was planned to have meetings involving customers, the  sales team and the product managers in order to find all kinds of relevant information  from those who use it and those who sell it.

Approach

There are always things to improve, in a way after collecting feedback from the sales  team and some customers, we believe that in advance it is good to have a meeting with  customers or with the sales team to get information regarding customer preferences, some  kind of co-creation based on what they really need or how they would best receive it.


Payment Digitization - Learning Launch Challenge One of my first work experiences was working in a bank in Peru , in this work I supported in the management of products or services dedicated to companies , specifically I saw the product of " Telecrédito Web " , which is a tool that allows companies to manage their accounts , make transfers , payments , requests and other operations through the web . In Peru there are quite a few people who carry out their operations through traditional or physical channels ( agencies ) , these operations include payments to their workers , suppliers and others , who can also perform via web through " Telecrédito Web " , however , many users did not make their payments by this , despite they paying their subscription monthly , so users had the tool but preferred to go to the agency instead of use a product for which they currently paid . During the year , campaigns are carried out to raise awareness of this type of customers to use digital tools , one of the actions that are performed is to send emails with the intention of explaining the benefits of using digital tools and contact channels in case they have any doubts . The challenge in this case , and in general for banks in Peru , is to migrate all operations from physical to digital channels to improve efficiency . Selection It seems to me that the process of testing to collect information may be less disastrous than launching you to the market and correcting errors over the course . In simple terms , I think learning launch is to perform a test and see how the segment reacts to it , collect opinions , observe the poor points and improvements , to work on them on the idea . Application At the time I was working there I was an intern so my proposals could or could not be made and being very important business customers , we had to be careful with the documents we sent . It occurred to me , within the simple , to send a step - by - step guide on how to make the payments they made in agencies via " Telecrédito Web " , the client would have it very simple . We decided to take a pilot test with some customers to see if this could have a positive impact , leading them to the action of making their web payments the following month . We defined well a segment of customers within all those who paid via agency and had " Telecrédito Web " , we made sure to keep them in a database to follow them the following month , within this database all their payments made during the year were seen on both channels ( physical and digital ) . For this , we prepared a guide that included screenshots of the application and a brief descriptive text that indicated what needed to be done ( modules and steps were underlined in a red circle ) . Finally , in coordination with the marketing team we sent the guide and an Excel file they needed to upload the required information . Everything they need was included in that email . Insight Days later , through the sales team , we received feedback regarding the customers who had received this email . They were delighted about this initiative and wanted different guides for all the possible payments they could make . In this context some executives of the sales team told us that generally customers prefer to do these things on their own , but they need to be explained step by step how to do it , in fact , they trust that customers are empowered when performing their operations on their own , as they feel they are dominating a new level in terms of digital issues that may not be their affinity at some point . Based on the results obtained , it was planned to have meetings involving customers , the sales team and the product managers in order to find all kinds of relevant information from those who use it and those who sell it . Approach There are always things to improve , in a way after collecting feedback from the sales team and some customers , we believe that in advance it is good to have a meeting with customers or with the sales team to get information regarding customer preferences , some kind of co - creation based on what they really need or how they would best receive it .