A major Canadian credit union was having issues with business member churn. BeThink was brought on to help redesign the member onboarding roadmap utilizing insights from the field of Behavioural Economics and consumer psychology.
The goal for the engagement was to provide insights into how the onboarding program could be optimized to:
- Increase customer satisfaction regarding the business account opening process
- Increase adoption of additional products and services (e.g., through cross-selling opportunities)
- Decrease customer churn/attrition of business accounts