Driving customer experience through ongoing acquisition enhancements

Delivering exceptional customer experiences while driving meaningful results for our brand partners is at the heart of everything we do. Through testing and fraud authentication improvements, we recently implemented several enhancements to the customer experience to boost credit application completion rates. 

Accelerated acquisition funnel test & learn efforts

We are enhancing our acquisition funnel through a continuous test-and-learn strategy. This approach minimizes risk, quickly identifies improvements and ensures decisions are data-driven. This method has recently boosted credit application completion rates by testing and:

• Implementing safeguards that increase customers’ trust in our ability to protect the sensitive information they submit, such as Social Security numbers.
• Enhancing content in the application process, providing applicants with greater transparency and clarifying what is needed from them.
• Redesigning the layout, messaging and user flow of the Real-Time Prescreen offer for all applicable brands.

Enhanced fraud authentication tactics to best in class practices 

To reduce customer friction, we have implemented enhanced fraud authentication measures, including mobile authentication, one-time passcode and trust score, across all Bread Financial-owned partner applications. Early results have shown these tactics are driving improvements in the customer experience and application completion rates.

Partners using integrated solutions are encouraged to collaborate with their account teams to explore whether these enhancements could be applied in their own integrated customer interfaces.