はじめに

急速に進化するデジタルバンキングにおいて、顧客エンゲージメントは成功への重
要な要素となっています。OKBはゲーミフィケーションを活用し、ユニークかつタ
イムリーな方法でユーザーを魅了している。Moneythorの機能を活用し、OKBは銀
行アプリ“LiFit”に新年のおみくじという斬新なアイデアを実装させました。この取り
組みは、ユーザーにポジティブに評価されただけでなく、エンゲージメント率の向
上にも寄与しました.

デジタルバンキングにおける顧客エンゲージメントの重要性

競争が激化する現在の金融業界においては、顧客エンゲージメントがこれまで以上
に重要になってきています。デジタルバンキングは、利便性とアクセシビリティを
向上し、人々の資産管理の方法を一変させました。その一方で、デジタルバンキン
グの台頭は、顧客の選択肢が増えたことを意味し、現状の銀行サービスに満足でき
ない場合、競合他社への乗換えが容易にさせることとなりました。

エンゲージメントの高い顧客は、銀行へのロイヤリティも高く、より多くの商品や
サービスを利用し、銀行にとって貴重なフィードバックを提供する可能性が高いと
考えられております。エンゲージメントの高さは、即ち継続率の向上・生涯価値の
向上・顧客との関係強化に直結します。

ゲーミフィケーション： エンゲージメント強化の鍵

ゲーミフィケーションは、銀行を含む様々な業界で強力なツールとして登場しまし
た。ありふれた活動をゲームで魅力的な体験に変えることによって、銀行は顧客と
の繋がりを深めることができます。今回のOKBのおみくじは、ゲーミフィケーショ
ンをデジタル・バンキング・プラットフォームに取り込むことで、ユーザーのエン
ゲージメントを高める効果的な一つの方法と考えられるのではないでしょうか。

新年を迎え、人々が将来について特に関心を持つ時期に、OKBはLiFitアプリでお
みくじ機能を提供しました。Moneythorのオールインワン・エンゲージメント・エ
ンジンを使って提供されたこの機能は、ユーザーがデジタルおみくじを振り、2024
年の個人的な運勢をスマホアプリ上で占うことを可能としました。新年が自分にと
ってどのような年になるかを占うという機会に興味を引くことで、この機能は内容
的にも時期的にも適切かつ魅力的なものだったと考えられます。

The post おみくじで銀行アプリに楽しさを提供: OKB のゲーミフィケーション・アプローチ appeared first on Moneythor.

In the fast-evolving landscape of digital banking, customer engagement has become a crucial factor for success. OKB, has harnessed the power of gamification to captivate its users in a unique and timely manner. Leveraging Moneythor’s capabilities, OKB introduced an innovative feature on their LiFit app that allows customers to predict their fortune for the upcoming year. This initiative not only resonated with their user base but also significantly boosted engagement rates.

The Importance of Customer Engagement in Digital Banking

In today’s competitive financial environment, customer engagement is more important than ever. Digital banking has transformed the way people manage their finances, offering convenience and accessibility. However, the rise of digital banking also means that customers have more options, making it easier for them to switch to a competitor if they are not satisfied with their current bank’s services.

Engaged customers are more likely to be loyal, use more products and services, and provide valuable feedback. High levels of engagement can lead to increased retention rates, higher lifetime value, and a stronger overall customer relationship.

Gamification: A Key to Enhanced Engagement

Gamification has emerged as a powerful tool in various industries, including banking. By transforming mundane activities into engaging experiences, banks can foster deeper connections with their customers. OKB’s initiative exemplifies how gamification can be effectively integrated into digital banking platforms to enhance user engagement.

At the turn of the new year, a time when people are particularly interested in what the future holds, OKB launched a fortune prediction feature on their LiFit app. This feature, developed using Moneythor’s all-in-one personalisation engine, allows users to shake a digital fortune slip and reveal a personalised prediction for 2024. Launched at the start of the new year, it tapped into the natural curiosity and optimism that accompanies this period. Users were intrigued by the opportunity to see what 2024 might hold for them, making the feature both relevant and enticing.

51.7% of customers who saw the pop-up notification chose to participate, a three times higher engagement rate than the typical response to other recommendations on the app.

Why It Worked

Several factors contributed to the success of OKB’s fortune slip feature:

1. Timeliness: Launching the feature at the beginning of the new year when users are naturally curious about their future created a timely and relevant context.
2. Personalisation: The feature offered a personalised experience, making users feel directly addressed and engaged.
3. Simplicity and fun: The simple, playful interaction of shaking a fortune slip provided a fun diversion, encouraging users to participate.

How can Moneythor help?

By enabling personalised, engaging interactions, Moneythor helps financial institutions like OKB deliver timely and relevant content to their users.

Moneythor’s engine serves as a bridge between financial institutions’ backend systems and their digital channels, facilitating the delivery of engaging and personalised experiences for end-users. By integrating the Moneythor solution, banks and FinTech firms can elevate their digital offerings with built-in gamification features, alongside providing personalised insights, actionable recommendations, and contextual nudges tailored to enhance user engagement.

The post Fortune and Fun: OKB’s Gamified Approach to Banking appeared first on Moneythor.

Since partnering in 2018, Moneythor and ANZ have worked together on numerous use cases and nudges with the goal of helping customer’s to manage their money digitally.

ANZ serves over 8.5 million customers, making it one of the 4 biggest banks in Australia. ANZ aims to provide its customers with rich digital experiences that help them to improve their finances.

They wanted to find a vendor that could help them to unlock the power of data and analytics to help their customers better understand where their money is going and assist them in building saving habits.

We recently caught up with James Wynn, Moneythor Product Owner at ANZ, to hear more about how Moneythor and ANZ have worked together over the last 5 years to bring personalised financial insights, recommendations, and insights to millions of Australian customers.

The post Moneythor Client Story | ANZ appeared first on Moneythor.