Challenge
A large bank had a problem with its mobile app: many customers downloaded it, but few used it regularly. Customers used some of the bank's products less frequently because they were not sufficiently engaged in daily interaction. Customer service costs were rising because simple queries were not being resolved in the app.
The bank wanted to increase customer engagement and encourage them to use the app.
Action
- Personalized push notifications
Customers received notifications about upcoming bill payments, salary payments, or exceeding their spending limit. Notifications about new features in the app or short tips on how to manage finances effectively were also planned. The notifications informed customers about bank offers that might interest them based on their activity (e.g., “See your personalized cash loan offer!”). - App ads
Personalized SMS messages served as reminders for customers to download the mobile app. The text messages contained links to step-by-step instructions on how to use the app.
Results
- The average number of logins to the app increased by 26%.
- Customer engagement increased by 18%.
- Customer service time was reduced by 15%.
