Adding clear value in the digital age

Consumers have taken note and at times have begun to question brand relationships. They are looking for their brand experiences to provide more value and more often.

This insight is something that’s been observed across many industries, but we can benefit by applying it to Nationwide’s member experiences. And it doesn’t take much to make a real difference: explain the benefit a customer will receive for performing a simple task. Signing up for an online account? Gain secure access to 24/7 service and resources. Selecting a digital disbursement of funds? Receive them quicker and more securely. Remind customers throughout the experience of the unique value they’re receiving. They’ll appreciate the transparency and extra care.   

56% of consumers feel that the quality of the service they receive has a higher impact on how positively they view a company.   

Financial service value statements tend to fall within two camps: the functional and the emotional. Examples of functional benefits: saved time, saved money, shielded from fraud. Examples of emotional benefits include the sense of feeling protected, secure and/or confident.  

Adopt a member’s perspective 

Consider how the member benefits directly from the experience. Translate our value into everyday benefits like saving time, saving money or feeling more confident and secure. 

Evaluate value 

Perform a test and learn to explore different value statements. Determine what approaches best connect with customers. 

Apply repeatedly 

Look for multiple ways to deliver enhanced value across the entire experience. Cadence value-add moments throughout each customer journey.