Conventional banking is thought for being bureaucratic and rigid. Through the years, challenger banks have been disrupting the area with customer-first, high-trust new options, particularly in growing international locations, the place financial institution branches are fewer and features at ATMs are longer.
Albo is a number one Mexican challenger financial institution with over 250,000 energetic customers unfold throughout the nation. By providing customers an app, checking account, and a debit card, customers can open a checking account in lower than 5.3 days and entry customized monetary instruments rapidly. Launched in 2016, Albo has raised a complete of $26.4 million in Collection A funding.
Their staff gathers prospects from varied channels together with social media, with the objective to drive product adoption and retention. Their final goal nonetheless is to make Albo the one debit card that prospects want. However to realize this, they need to know who their customers are and what actions they’re taking over the app. With out an analytics and engagement associate, they have been working blindly.
The primary KPIs for Albo embody: new prospects who’ve made a transaction within the first month, person retention, and product adoption. They looked for a device that would meet their inside benchmarks and located CleverTap. Now, Albo maintains a metric-driven advertising and marketing method by monitoring metrics akin to click-through charges, open charges, and conversions.
They created a person journey map for 2 key journeys: onboarding and retention. The onboarding journey covers all touchpoints from downloading the app to creating a primary transaction.
The retention journey drives customers to undertake key options and turn into energy customers. Earlier than deploying their onboarding journey, prospects used to take a median of 4 months earlier than their first transaction. In the present day, it takes them lower than every week.
Based mostly on person actions and inactions, Albo can mechanically and predictively phase its person base, then create individualized engagement methods that retain prospects.
With Journeys, the staff at Albo can deal with onboarding and re-engaging prospects whereas monitoring marketing campaign success and detecting when a marketing campaign turns into ineffective. Completely different journeys information customers by way of kinds of transactions, be it card funds, invoice funds, or cash transfers.
The staff makes use of push notifications, in-app messages, and emails to speak with customers, and omnichannel messaging types an essential a part of their product adoption and retention efforts.