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European Bank Is Getting a Record Number of Card Signups and Online Customers Thanks to New Platform PDF Print E-mail
Thursday, 22 June 2017
Banks worldwide struggle with card acquisitions and mobile signups, but one European bank, OTP banka Hrvatska, was able to beat all records in new card signups, mobile client increase and other areas of operations.

This bank was able to achieve impressive customer engagement and conversion results within four months: number of clients using prepaid Mastercard increased by 12.8%, while the number of Visa Web Prepaid cards increased by 9.5%. 16.1% more clients signed up for mobile banking services in addition to current desktop-only usage.

The secret? OTP banka Hrvatska is using a new gamification platform that provides special well-measured steps to speed up client acquisition.

While banks use traditional promotional methods to engage their customers - such as e-mail, text messages, product discounts and personal calls - Challenger Platform by Enga Systems engages clients to learn about company’s products through gamification, as well as direct communication and social networking.

“There are many gamification platforms out there, but we wanted to stand out – so we created a well-thought of process that engages and involves a customer from the first step,” said Ilja Povilanovas, CEO of the company.

“Currently, up to 90 percent of bank products remain unused, and we saw a huge potential here. Bank products are might be useful and helpful to customers – but they might have certain preconceptions. We are changing that one customer at a time.”

OTP banka Hrvatska point out the lack of motivation and awareness as the main reason why people don’t choose new products:

“Lack of product awareness or the lack of motivation are main factors why our customers don’t choose new products,” said Dražen Božić, director of Retail Banking in OTP banka Hrvatska. “Challenger is a new system that was able to motivate our customers to overcome various subjective barriers so they can start using our products.”

Despite the common opinion that gamification works only for the young segment, the largest group of participants was in 30-40-year-old category. 87% of participants engaged in and completed at least one challenge with an average 13.3 challenges per participant.

To stimulate learning process and product knowledge, Challenger uses prizes and social interactions.

“We are especially proud that we are not promoting client consumption increase, but behavior change through learning about possibilities of our products and even getting client's feedback on topics important to us. We believe this teaching process will create stronger bond between us and the clients - and not just because of rewards. What is challenging for us now, after production, is how to stay fresh, interesting and fun for future days, which will be in focus for our team in the upcoming period,“ said Dražen Božić, director of Retail Banking in OTP banka Hrvatska. The goals set for the Challenger program include increase of product penetration, digital channel usage, customer loyalty and financial literacy as well as engagement of customers to discover more bank services.
 
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