Be Timely. Be Relevant. Be Dynamic.
Many organizations look at onboarding as a strict sequence of messages that will only progress as each step is complete. Onboarding isn’t a strict sequential path, but rather a journey that ebbs and flows with each individuals’ unique circumstances.
For example, your institution likely wants to ensure all new checking account customers enroll in direct deposits. Payroll schedules can be weekly, bi-weekly, or even monthly, so you may not see a payroll deposit come through for at least 30-days. Bombarding the customer with only direct deposit messages would not be wise, as the timing may be out of their control.
Instead, ensure the customer also learns about and enrolls in other services affiliated with the account including eStatements, online bill pay, remote deposit capture, overdraft protection, etc. If your onboarding journey is truly dynamic, the customer can learn about all of the beneficial services as they engage with you across channels.
Timing is everything, but so is the relevance of your messages, ensuring they really resonate with each individual. If you see the customer pays one or more competitive credit cards every month, encouraging them to utilize their debit card may be irrelevant, as they have already become acclimated with the benefits of using a credit card.
Each individual's experience should be dynamic and targeted, to make the most impact on their financial journey, and to achieve their unique financial goals. This statement rings true for brand new customers being onboarded, and for deepening relationships with your tenured clients.