To achieve market leadership, you must become a champion of customer experience. Technology and digital innovation may have transformed how businesses operate but the concept is still the same; do more for your customers and they will do more for you.
This was the mission for BNP Paribas; the world’s third largest bank. In 2016, they began working with Made to Engage to deliver a highly innovative new retail finance solution for their customers, which would bring about the most significant change the organisation has seen in over a decade.
For BNP Paribas’ flagship client, Curry’s/PC World, we developed ‘Ways To Pay’, to remodel how customers apply for finance. Instead of a long process of standing in checkout queues and filling in forms, customers can do it all with just a few taps on a screen – either in store with a staff member or at home on their own device. Within minutes, customers will be told if they have been accepted and are presented with a finance agreement code. No queues, no forms, no hassle.
The project was delivered on Episerver CMS. As a new service, it was important to BNP to have a user friendly and marketing-focused content management system that allows the team to swiftly test subtle language or call-to-action changes and measure conversion.
The service was integrated with the organisation's existing in-house finance system. It also uses Adobe Echosign, for online signatures and IBM marketing cloud for effective lead nurturing and better digital marketing.
‘Ways to Pay’ was released towards the end of 2016, just in time for Black Friday – the biggest date in the retail calendar. In the first operating quarter, Curry’s/PC World in saw a 34% increase in finance transaction value. ‘Ways to Pay’ is now active in 215 stores across the UK and online and represents an exciting first step in transforming the retail atmosphere for Curry’s/PC World.
‘Ways to Pay’ has rewarded customers with autonomous self-service and as a result, they’re spending more. From the financial success of the project, BNP Paribas are now keen to roll out similar but bespoke systems across their retail network. When it comes to digital transformation, ironically, it can be the larger and more established organisations that are slowest to adopt. However, BNP Paribas have shown that by working for their customers, using the right technology and having the right delivery partner, fast innovation is always possible.
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