Enhancing a Credit Card Onboarding Journey with Burke Side by Sides

The CHALLENGE

A financial services client sought to enhance their customers’ credit card onboarding journey by leveraging a more consumer-centric approach. Historically, onboarding communications had focused on what the bank felt obligated to share with consumers, rather than communications that addressed consumers’ actual desires and preferences. To help our client better understand how current onboarding communications resonated with consumers, Burke leveraged its qualitative Side by Side methodology.

BURKE SIDE BY SIDES

Burke Side by Sides are engaging, qualitative immersions where client teams interact directly with consumers in a two-to-three hour extended research session. Burke’s facilitators work directly with clients to engage respondents in a variety of creative, objective-focused activities resulting in immediate, actionable insights.

The APPROACH

Burke’s Side by Sides were conducted among differentiated sub-groups of consumers who had recently opened a new credit card and had already received the current onboarding communications. Through a variety of facilitated activities over the course of two days, clients had the opportunity to workshop directly with consumers, side-by-side in the same room – in this case virtually over Zoom, to better understand the onboarding journey. Consumers were first asked to evaluate the current journey by sharing their experience and perspective on each step. They then worked together in small sub-groups to create new journey stages that addressed their needs and interests in more relevant ways. With fresh impressions of what is most and least relevant to a consumer’s journey, clients had the opportunity to ideate and co-create in real time with their customers.

The OUTCOME

Through close collaboration and hands-on management, the Burke team, alongside the client, customized activities in real-time based on evaluations from each previous workshop session. This co-creation feedback loop led to clear direction on where to innovate along the onboarding journey and identified more effective ways to communicate with consumers. Ultimately, Burke provided the client with immediate, actionable insights towards a better customer experience for their credit card onboarding journey.