In the fiercely competitive banking industry, institutions strive to attract and retain customers while boosting revenue. One effective tactic is product bundling, offering customers a package of multiple financial products. This strategy benefits both customers and banks by providing comprehensive solutions, streamlining financial management, and fostering long-term relationships. Moreover, it presents opportunities for banks to cross-sell and upsell, contributing to sustained growth and profitability.
The days of customers applying for products one by one are long gone. Now, bundling is essential for staying competitive in the market and efficiently meeting customer demands.
Bundling presents an opportunity for both customers and banks to achieve time and cost savings. Instead of undergoing multiple applications and processes for individual products, a bundled approach allows for a unified application covering all included products.
Customers benefit from bundling through potential discounts or lower prices on products when purchased as a package.
Banks can incentivize customers to bundle by offering perks like reduced fees or interest rates, encouraging the adoption and usage of multiple products.
Furthermore, bundling contributes to operational efficiency for banks, helping them streamline processes and reduce costs. This operational optimization is instrumental in enhancing overall organizational effectiveness.
Additionally, bundling serves as a revenue-boosting strategy for banks. It facilitates the sale of multiple products to new customers and enables cross-selling opportunities with existing customers, further diversifying and strengthening the revenue streams for the institution.
Additionally, bundling plays a crucial role in fostering customer loyalty. Individuals utilizing multiple products from a single bank tend to develop a sense of loyalty, making them less inclined to switch to a competitor.
Drawing from common practices, standardized package patterns can be established, often centered around the current account as a fundamental product in the bank-customer relationship. For instance, when a customer opens a current account for receiving earnings, it’s probable that they will require associated products such as a debit card, online banking, and mobile banking. This structured bundling approach aligns with customer needs, enhancing their experience and solidifying their allegiance to the bank.
To fully realize the benefits of the bundling concept, creating personalized product packages based on customer needs is essential. Banks can achieve this by following these key steps:
- Understand your customer’s needs:
To enhance and expedite sales through product bundling, it’s crucial to comprehend your customer’s needs. Analyzing customer data allows the identification of their financial situation, goals, and the products they are likely to require. This insight facilitates the creation of personalized product bundles that precisely meet their specific needs. For instance, a customer looking to purchase a home may benefit from a bundle including a mortgage loan and an optional cash loan for furniture acquisition.
- Create personalized product bundles:
Tailoring bundles to individual customers results in a more personalized and engaging experience, leading to increased customer loyalty and satisfaction. Through the analysis of customer data, banks can understand financial behavior and preferences, enabling the creation of product bundles that cater to specific needs. For instance, a package for an employed individual receiving a salary may include mandatory products like a current account, debit card, online and mobile banking, along with optional products like a credit card and cash loan.
- Provide discounts or incentives:
Offering cost savings through discounts or incentives for bundled products encourages customers to make multiple purchases.
For example, a bank may provide a discount on a cash loan for furniture if bundled with a mortgage loan. These incentives increase the likelihood of customers choosing bundled products, thereby boosting revenue.
- Ensure transparency and value:
While offering discounts or incentives, transparency about the individual prices of each product in the bundle is crucial. Banks should clearly communicate how bundling provides additional value. This may involve providing a breakdown of individual fees and interest rates for each product, demonstrating cost savings for the customer. Transparent communication enhances customer satisfaction and trust.
- Create customized, customer-based bundles:
In addition to understanding general customer needs, creating customized bundles tailored to individual preferences further enhances the personalization of the banking experience. Analyzing customer data allows banks to understand financial behavior and preferences, enabling the creation of product bundles tailored to specific needs. For example, a customer frequently using their debit card for transactions with postponed instalments may find value in a bundle that includes a credit card with benefits and rewards.
By incorporating these steps, banks can optimize the effectiveness of product bundling, meeting the unique needs of customers and fostering lasting relationships.
ASEE Digital Origination (DO) provides seamless support for configuring product bundling in a simple and flexible manner.
Administrators have the capability to create product groups centered around a main product, allowing for the configuration of each included product as mandatory or optional.
Additionally, price discounts based on bundle membership can be defined for each included product.
In DO, customers or agents can easily initiate the purchase of a bundle with a single click on the product banner. The selected products are then collectively sold through a single offer, providing a user experience akin to a shopping cart. This streamlined process is made possible by DO’s ability to facilitate the origination of various products within a single application.
The system ensures efficiency by enabling the approval of multiple and diverse credit products within the cart through a unified process. This not only saves valuable time for both bank employees and customers but also enhances overall operational efficiency.
The inherent design of DO supports product diversity and bundles, making it easy to extend and maintain the solution. For instance, adding a new product to a bundle is a configuration task that can be seamlessly handled by advanced business users within the bank, eliminating the need for vendor involvement.
To learn more about ASEE Digital Origination’s bundling solution and other features, we invite you to contact us for a free demo.
