Enabling B2B Adoption & User Experience in Banking
Enabling B2B Adoption & User Experience in Banking
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Business Need
Business Need
Banco Popular North America had launched new online banking solutions for small business owners, but a year later, most customers were still using personal banking accounts. Enrollment goals were not being met. Brenda joined to help the VP of Corporate Treasury Product Management improve the customer experience and drive adoption of the new product offerings.
Challenge
Challenge
Customers were unaware of the new B2B solutions or hesitant to switch from personal accounts.
Those interested faced obstacles with application, registration, and authentication—resulting in a lost opportunity of $8K per month.
Bank staff lacked tools to effectively support customers, and misalignment across departments caused high rates of rejected applications.
Approach
Approach
Customer & Staff Insights: Conducted discussions with Customer Service, Branch Managers, Product Managers, Operations, IT, and Creative Services to map the customer journey and pain points.
Workflow & Documentation: Mapped internal processes with customer touch points and created a visual matrix detailing required documents by solution package for use by branch managers, relationship managers, and cash management officers.
Communications & Training: Partnered with Creative Services and Product Managers to develop educational materials for 800 representatives and customers. Reframed security communications to build trust and designed an online training walkthrough for platform navigation.
Quality Assurance: Reviewed and corrected 20 discrepancies in customer surveys between English and Spanish versions to improve feedback accuracy.
Results
Results
Business platform enrollments increased by 150% across five markets, generating $600K in annual revenue.
Customers experienced a smoother, seamless journey through the sales funnel.
Staff benefited from improved workflows, documentation clarity, and cross-department alignment.
"Brenda joined us at a critical time. From the very first day, she was able to take the lead leveraging her operations background to help us with customer experience and product management efforts, from marketing to process improvements. Overall, she was a solid contributor and exceeded my expectations, constantly helping us reach our goals and deliver on our tactical plans within the desired timeframes."
Javier M. Reyes, VP Corporate Treasury | Product Management, Banco Popular North America
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