I was waiting in an unusually long line at the bank ATM. Instead of checking Facebook to pass time (which is what I usually do), I watched the guy in the ATM cabin who was trying to withdraw money. He was staring at the monitor just like how a kid would stare at a new toy. It was very obvious that he was operating the ATM for the first time; another guy noticed this man’s difficulty in operating the machine and helped him in carrying out the needed transactions. What I saw was an example of how customers have little or no knowledge about the devices they use.
I experienced a similar situation when I tried to transfer money to my friend’s account using the online banking option. We are all familiar with such day-to-day instances that cripple our banking activities.
So here’s my question to the training and development team of all the banking companies out there… Why did I or the ATM guy find it difficult in using the services of the bank? Is it because of lack of knowledge in using them?
So, what’s my point?
After all, if customers are not able to use the bank’s latest services, which are developed to ensure their ease of use, then all the efforts that have gone into developing the services go in vain, right?
So what’s the action step? Focus on customer education. However, you can’t teach them in a classroom like you do for employees. Then how can this be done? Using online medium like e-learning courses, you can reach the customers anywhere anytime.
Let us see how e-learning is used in banking firms in the United States for customer education.
1. Citizen Bank
Citizen Bank has developed a wonderful video on their service online bill payments to educate the customers about their new service. It starts with explaining about the features of the service like automatic bill payments, payment history, instant messaging services, and so on.
By using simulations in the video, the bank clearly explains the various features of the new process of bill payment in a step-by-step manner.
Click here to view the video: http://www.onlinebanktours.com/oec/?b=2071&c=20039
This video playlist from Bank of America is another excellent example of customer education. It aims to explain the procedure about How to send money using email and mobile transfers for the customers. The main advantage of videos is that the learner can watch it any number of times.
Click here to view the video: https://www.bankofamerica.com/onlinebanking/learning-center.go
3. U.S. Bank
The U.S. Bank has made an excellent video to educate its customers on How To Send & Receive Money With U.S. Bank Pay A Person. The characteristic feature of this video is its visuals. By using visual content, you can ensure complete learner participation and engagement with the course content.
After watching these three videos, you must have observed some common strategies that were employed. Let me share them with you.
- Simulations: Simulation is a powerful strategy used to effectively explain step-by-step procedures involved in a process.
- Audio: The audio in the background makes you feel the presence of an instructor guiding you through the course and learners too get deeply involved in the video, as it reduces the cognitive load.
This is how top banking firms employ online training medium to train their customers. If you have heard of similar stories, do share them with us.