Problem: Chase mobile customers were not engaging in their available security features, because of reasons like lack of feature awareness or lack of education about account security. This was causing higher fraud cases on Chase accounts and added volume to help center calls.
Impact: Introducing a series of engagement and education about account security features encouraged Chase mobile customers to enroll in these features, helping reduce and faster resolve fraudulent account activity.
Voice of the customer
Insights:
- Many online Chase users didn’t recognize or were aware the security value of features like notifications and scanning ID
- Features that added account security were viewed to be inconvenient and intrusive
- Data privacy was a large concern with scanning ID
Action:
- We added content at the entry points of these feature activation flows that connected the feature to it’s higher value of account security.
- The higher value of these features is reinforced throughout the flows with a focus on a greater overall level of account security.
