Project Description
Alliant Network (Indirect Lending)
Alliant Network members are a seg group who have selected Alliant as the funder of their auto or RV loan. Our goal for this study was to determine how we might increase these members satisfaction with their loans and their payment processing pain points. In 2022 the OSAT score for Alliant Network was below threshold. In December, dissatisfied members mentioned:
- Difficulty setting up payments
- Payment processing
- Inability to make payments on mobile
- Not receiving account information
Research
Our research commenced with interviews conducted with members of our member care team. In December 2022 alone, their team fielded 4,911 calls from Alliant Network members, many of which pertained to the payment process. Following this initial discovery phase, we proceeded with data requests, revealing that only 49% of indirect auto and RV members made their first payment on time.
Simultaneously, complaints regarding the payment process for these loans continued to pour in, consistently ranking as the top complaint among product and channel issues. Members expressed frustrations over payment delays, poor service experiences, and the complexity of the payoff process. Additionally, we assessed the level of engagement among these members on our digital channels, finding that only 57% of indirect members were enrolled in digital services by the end of 2022.
Armed with these insights, we embarked on a structured process to address the challenges. Our first step involved aligning on the current state assumptions. It was essential to empathize with members by understanding their current experiences thoroughly. Subsequently, we conducted stakeholder interviews to map out the indirect process, communications, and digital interactions. We then performed a heuristic evaluation of various touchpoints to pinpoint experience deficiencies.
To gain further insights into the actual member experience, we analyzed comments from our New Member Survey and surveyed 227 recent auto and RV borrowers. Additionally, we conducted 10 in-depth video interviews with selected respondents to delve deeper into their perspectives and experiences.
Analysis
Firstly, onboarding communications—whether through mail, emails, texts, or calls—must be timely, persistent, and clearly recognizable as crucial account information. Onboarding should commence immediately, even with a simple text or email informing members that we’re preparing their loan and will be in touch.
Secondly, our digital properties should serve as comprehensive hubs for all loan servicing needs, offering seamless access from making payments to providing proof of insurance.
Through our interviews, we’ve delineated four distinct interviewee personas: the beginner, the tech-savvy traveler, the retired and ready, and the prescriptive pensioner. Each persona represents a unique set of needs and preferences that inform how we tailor our services and communications to enhance their overall experience.
Design
Experience recommendations were categorized according to different stages of the member journey. Each recommendation was paired with a prototype to visualize its implementation.
For the application stage, our recommendations focused on streamlining the process to be fully digital, offering an option to set up payments immediately, and ensuring new members depart with comprehensive information about Alliant.
During onboarding, we proposed enabling members to activate digital channels promptly by sending secure emails containing their welcome packet details, as opposed to the current method of relying solely on traditional mail delivery.
Regarding the first payment stage, we suggested allowing one-time payments without requiring enrollment in online banking. This flexibility accommodates members who prefer not to conduct banking activities online or delay setting up digital channels initially.
For ongoing payments and activity, our recommendation was to incentivize setting up recurring payments and simplify the process through digital channels. These enhancements aim to encourage consistent engagement and ease of use for members.
These suggestions represent a portion of our comprehensive list of items that were prototyped and tested to enhance the member experience across various touch points.
Conclusion
Following the presentation of our findings, we developed a timeline outlining our next steps. All recommendations were categorized into three distinct phases.
In Phase 1, we prioritized quick win items focusing on communications, which were subsequently incorporated into the latest PI sprint for immediate action.
Phase 2 encompassed enhancements to the application experience, as well as improvements to the mobile and Online Banking (OLB) platforms, alongside operational refinements.
Phase 3 involved strategizing initiatives aimed at transforming Alliant Network members into multi-solution users. This phase included proposed changes to onboarding processes, payment methods, and feature enhancements. We indexed these proposals and shared them with stakeholders for collaborative prioritization.
Following the dissemination of these proposed changes to stakeholders, we reconvened with the project team to conduct a workshop on a value/effort matrix. This exercise allowed us to prioritize items collectively, ensuring they were appropriately assigned to the backlog or scheduled for upcoming PI cycles.