Forgot Password? How to End Customer Login Struggles for Good
Logging into websites is part of our daily routines. It’s so ingrained, we often do it without thinking … unless there’s an issue. Between forgotten passwords and multiple accounts there are endless opportunities for something to go wrong.
Customer experience data shows 38% of consumers report login issues as a major struggle point. This means millions of your customers are getting stuck at the login page!
Are you as shocked as we are to learn that so many customers are getting stuck before they even get started? The good news is you can solve this problem and prevent login issues before they happen – saving valuable agent time, improving your CX, and increasing your bottom line.
Guide at the first sign of struggle
Since COVID-19 started, consumers are turning to online sites for banking and insurance needs 33% more often. Despite the vast resources at their disposal, large banks and insurance companies are failing to meet customer expectations. In this challenging time, you have a heightened responsibility to guide your customers with ease.
Rebecca Ward, our goMoxie CEO, sums it up perfectly, “Even something as simple as logging in can cause customers to struggle unnecessarily and add more anxiety to the process. Financial services institutions that are competing for business online need to focus on investing in technology that customers want. Guiding customers through the experience increases satisfaction, acquisition, and lifetime value while reducing repeat contacts and costs.”
55% of consumers are struggling with avoidable service issues like login issues, transfer or payments, updating personal information, or opening a new account. When faced with these issues, 61% of respondents said they would rather speak to a representative, leading to an increase in wait times and stress on your agents.
Our survey results suggest it would be beneficial to implement proactive guidance solutions to increase your customers’ satisfaction. Guidance works in coordination and cooperation with your customer service channels. You can leverage self-guided tools to resolve basic issues while maintaining some form of live interaction for escalations, putting you in the best position to build customer satisfaction in the long run.
Proactive communication is key
Banks and insurers should be proactive with information and clear with communication. According to our survey, 74% of consumers expect clear communication, 71% expect to easily find what they’re looking for, and 43% expect proactive information to be provided. What does this boil down to? You need to proactively communicate information about how to complete basic tasks (like logging in) online at the first sign of struggle.
Also, take into account the communication channels customers prefer. Our survey data shows us that consumers significantly prefer live chat and email over text and chatbot options. In fact, 60% of respondents said they don’t trust chatbots to communicate their issues effectively. These numbers suggest that companies are over-relying on a service that leaves customers frustrated, which can lead to a decrease in satisfaction, conversions, and loyalty.
Implementing contextual guidance allows you to provide the proactive communication your customers expect and eliminate struggle without requiring the involvement of an agent. For example, you can guide customers to reset their password to avoid lockout and an unnecessary contact.
You can take practical steps to provide clarity and certainty while improving the customer experience—without compromising efficiency, revenue, or customers. The fastest way to win both a single sale and brand loyalty is to engage your customers with a thoughtful, well-executed experience. If you leverage self-guided tools to resolve basic issues, while maintaining live interaction for escalations, you will be in the best position to increase conversions and satisfaction.