Archive for the ‘HC Digital News’ Category

Harland Clarke Named to OTA Honor Roll for Fourth Straight Year

Posted by Mallory Green on June 17th, 2015

OTA LogoSAN ANTONIO (June 16, 2015) — The Online Trust Alliance (OTA) has named Harland Clarke Digital to the 2015 Online Trust Honor Roll for the fourth straight yearThe Online Trust Honor Roll recognizes excellence in data protection, privacy and security for websites and mobile applications. The OTA is a nonprofit organization that collaborates with industry leaders to enhance online trust and develops best practices and tools for businesses, helping provide a safe and secure user experience for their customers.

“It’s an honor to be named to the OTA Online Trust Honor Roll for the fourth year in a row,” said Mike Ferguson, Senior Vice President and General Manager of Harland Clarke Digital. “We continue to support OTA’s efforts to encourage best practices and enhance online trust.”

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Digital Onboarding for Today’s Account Holder

Posted by Kavita Jaswal on July 23rd, 2014

Email Crisis Management Effective onboarding of new account holders takes more than a simple “thank you” message. With first year attrition rates as high as 40% at some financial institutions(1), the importance of establishing a consistent, valuable line of communication has become a necessity.

SpringBoard, a new type of digital onboarding from HCD, makes the most of a unique opportunity to connect with, learn from and extend relationships with new account holders. A combination of content strategy, automated communication and account holder feedback, SpringBoard offers financial institutions the ability to cross-sell additional services, improve financial literacy, and stay top-of-mind during the first 12 months and beyond.

Since engaged account holders are more likely to provide the type of valuable feedback that can help identify issues with processes or service, SpringBoard also incorporates online survey invitations at strategic points throughout the program to gather data for analysis by HCD research experts.

If satisfying account holders, increasing wallet share and mitigating attrition is critical to your financial institution, contact HCD at info@hcdigital.com for more information on SpringBoard.

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Creating a Multifaceted Financial Web Presence

Posted by Dave McCue on April 11th, 2014

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As more financial institutions utilize digital channels to generate leads and drive account holder interaction, an increasing level of importance is being placed on providing the best website experience possible. Whether making a first impression, or reinforcing a relationship, banks and credit unions recognize the positive and negative impact their website can have when it comes to the perception of their brand. It might not happen overnight, but by assuming a customer-centric vantage point and asking the right questions, financial institutions can create an effective, multifaceted web presence that resonates with account holders in the digital age.

Asking the Right Questions

There are aspects of the financial industry requiring specific website elements behind that user experience would translate well to a banking website. The questions to be asked and answered, then, should ultimately determine what makes a great website for today’s account holder. It is not as complicated as one would believe.

Is the Site Usable?

The web and its users are constantly evolving, which greatly accelerates the aging process for many websites and results in a number of websites that simply don’t provide a good user experience anymore. The rising use of mobile devices is one prime example of this evolution and the impact it can have on a site’s effectiveness. For instance, plenty of Apple® iPad® users can recount the frustration of visiting a website designed to work with Adobe® Flash®, which is not supported on the iPad and ended up making the site unfriendly at best, or entirely unusable at worst. With smartphones making up the majority of mobile phones in the US (52% of all devices according to a 2013 study by Pew Internet Research), the concept of responsive design is becoming more and more important to accommodate the increasing number of mobile web users. Whereas in years past the trend was toward “.mobi” sites — stripped-down versions that played nicely with smartphones — the rise of responsive design has allowed websites to retain much of the unique experience offered to desktop visitors even when viewed on smaller screens. A website made with responsive design will adapt to the size of the screen through which it is being viewed, with styles changing and content shifting accordingly to provide the best experience for the visitor.

The above excerpt is taken from “Creating a Multifaceted Financial Web Presence,” the latest white paper from Harland Clarke Digital. Download your free copy here

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Increase the Efficiency of Your Overall Cross Selling Efforts

Posted by Bill Leming on February 24th, 2014

temptationblog width=We all know that temptation is a powerful force in our personal lives. It’s also a powerful force in our professional marketing lives, particularly when one begins to look at distributions of the number of services per household, the number of individual sales per customer, or the number of sales dollars per customer. In Financial Services and many retail services sectors, the number of single service households is far greater than the number of two service households which, in turn, is far greater than the number of three service households, etc.  And that’s where temptation rears its insidious head.

As marketers and as managers we focus on that great big, juicy opportunity of selling a second service to all those single service households. And why wouldn’t we? The number and percentage are typically much larger than any other segment so the opportunity is a huge, ripe plum just waiting to be eaten. By definition they are customers who somehow chose to do business with you, so while they might not be advocates, they’re still customers who must have additional service needs that marketers just haven’t yet satisfied.  And then the “numbers” temptation…if we could just get ⅓ or even ¼ of those single service households to use a second service, look at the positive impact on our customer retention rates, our retail asset base, and our bottom line.

The problem is that the cost to sell these single service customers a second service is generally pretty steep (you can quantify exactly how steep it is in any number of ways). What we all know to be true is that the cost to do so is comparatively steep especially when compared to the cost of selling an eight-service household a ninth service.

And that’s exactly where we should begin the up-selling effort; namely where it is most cost effective — and that’s not at the single-service level but rather at the eight-service household or the highest level within your organization. Almost no one has all the services or products you offer, so begin from the top down.  Eventually if you follow this process, you’ll get to the single service household, which is what everyone wanted at the outset.

By avoiding the temptation to begin with that juicy single service plum, you’ll have done so with not only an eye toward efficiency but also with the knowledge that we can get to them largely because your cost per service sold was well below what you were willing to pay at the single service household level. You’ll have spent your marketing dollars where the cost per new service sold is lowest first, followed by the next lowest and so on until your cumulative cost per new service/product sold is where you want it to be. In effect you’ll be able to go deeper into the customer file, ultimately down to the single-service customer level because you were so successful at the higher services per customer tiers, because the cost per new service sold at the highest number of services per customer was so low.

But temptation is what it is…tempting.

 

 

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So You’re Thinking about Producing Some Videos…

Posted by Bill Leming on April 18th, 2013

Video ProductionWe’re in the final stages of wrapping up a 45 second video testimonial for a large financial institution and thought it might be helpful to compile a list of key considerations if you’re thinking about adding video to your website, your emails and your MMS mobile messages.

  1. Map out as precisely as you can what you want to achieve (length, content, authenticity, feel, tone, key takeaways, music, disclaimer requirements, scripted or non-scripted, who is hosting the video, etc.) and define as narrowly as possible your intended audience BEFORE you take another step.  Preparing a detailed Creative Brief will define the scope, which will allow you to accurately estimate costs and help keep everyone on target.
  2. Hire an experienced director; they’re well worth the added cost and will quickly turn what, might otherwise be an amateurish endeavor, into a professional video.  The same is also true for your editor.
  3. Have a skilled make-up artist on site.  We’re all such avid consumers of various professional video formats that we almost take these people for granted.  Don’t—they too are worth the additional investment required.
  4. Speaking of the production crew, review samples of both the camera and sound crew before you hire them.  If you’re considering interviews, promotional announcements or testimonials, ask to see some recent examples.  Like all things, some are better than others and some have particular fortes.
  5. Carefully interview your talent pool before you ask anyone to participate.  Besides the obvious qualities of being photogenic and having a non-abrasive speaking voice, having a face-to-face interview before asking them to participate may reveal some traits and/or mannerisms that do not translate well to the screen and that might not be apparent via a phone conversation.
  6. Send the editor any and all client branding guidelines (documents or online resources) as well as any client specific font requirements before production ever begins…It will save you both time and money.
  7. Select an appropriate location that reflects the nature of the individual you’re interviewing or a site that seems natural for the individual providing the testimonial.
  8. Unless you’re particularly skilled and adept in the video world, seriously consider using an experienced production management team such as Harland Clarke Digital.

Like so many things that on the surface seem relatively easy, there’s a whole host of production details that are all critically important to achieving your video success.  This list would include talent waivers, disclaimer copy, honorariums, transcription of final cut for legal review and an entire list of others, all of which need to be managed if you’re going to be successful and are on budget.  Call us today to discuss how we might best work with you on your next video.

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