Interad Media

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Challenge RBC Royal Bank needed more robust and interactive Card selector and comparison tools in order to boost online research and fulfillment by enhancing client user experience. Existing comparison tool provided static data and the selector tool had too many questionnaire pages and resulted in less than targeted recommendations. Solution We took a strategic approach to provide RBC Royal Bank recommendations beyond these two tools and took into consideration internal analytics, as well as competitive and industry research to recommend a holistic approach to enhancing online client research, lead generation and fulfillment. Working in concert with both the Online Strategy Group and the Cards Product Groups at RBC, we provided reasons for the challenges in online usage and adoption. Through in-depth research, we ascertained that the segmentation for RBC Cards did not match the terminology that online clients use for researching card products. As well, clients required engagement through online interaction with tools in order to feel a sense of control in the decision making process. Lastly, some form of human validation was required to meet client needs for a multi-channel approach to fulfillment. Our final recommendation: A combined dynamic selector/comparison tool with client engagement achieved through interaction, supported by strong call-to-action and access to human support; facilitating enhanced client navigation experience and maximizing conversion rates. Result The culmination of this shift was a new combined tool, with new segmentation to meet client needs. Initial client feedback has been very positive and adoption and conversion rates have increased (combined with a revised online application tool). This case study demonstrates our ability to look beyond the initial scope and scale of projects, in order to develop solutions that surpass client user experience requirements, while meeting the "real" expected business results sought by our clients.

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