Designing Consumer Choices


As professionals in the financial industry, we work with complex products, services and tools in order to meet the demands of customers. Often times, the greatest challenge is being able to boil down all of the complexity in the consumer financial marketplace to simple terms so that all customers can understand what we are doing for them. It’s no easy feat – especially in a digital, resource-driven world, where consumers are endeavoring to research their own information before coming to see you and make a final decision.

Think about it this way: a customer of your bank wants to buy a house. But, they don’t know the first thing about the way mortgages work or the way they’re structured. By searching online, they can execute a few simple searches and find the information they need – from both reliable and unreliable sources. Then, they’ll either visit your website, call the bank, or walk into a branch, and tell you what they want.

This is the moment of opportunity.

In this scenario, the mortgage professional can either choose to be order takers, helping that customer fill out an application for a 5-year Adjustable Rate Mortgage. Or, they can choose to ask questions and make sure a 5-year ARM is the right product for that customer. Perhaps even recommending an alternative solution.

The problem with this scenario, as it is becoming much too common, is that it is harder to sway the opinion of a consumer that has already weighed the pros and cons, features and benefits, and preemptively made a decision before talking with an expert.

Designing a path you want your customers to take – essentially, exacting the choices they can make – can be an incredibly useful tool. All it takes is the right resource (content) paired with specific calls-to-action (contact forms) within the content that put the consumer in a place where they can make an informed decision with the help of an expert.

For this design to work, two things must be present:

  1. Content needs to be educational and engaging, easy-to-use and navigate. Content also needs to be present within your website. Which means branded content that your customers can come back to and find time and time again.
  2. Your content delivery platform must have easy-to-use contact tools and calls-to-action for the customer to be able to reach out on their terms. This means through forms, downloadable guides or at the ready contact information.

This is not to say that customer’s choices need to be designed in order to make your life (and the life of your branch staff) easier. This system sets up a means to have meaningful conversations and create an atmosphere where the customer enters with an open mind, opening the door for advice and more cross-sales for your bank.

Truebridge specializes in connecting your customers with meaningful and relevant content, and then connecting them with the exact person that can help. To find out more about how we do this, visit our See It Live page or contact us directly!