Steps To Better Banking Onboarding Program

Written By Rachel Harris
 

Steps To Better Banking* (STBB), Wells Fargo’s retail deposit onboarding program, included omni-channel communications through year one post-opening. It included a landing page (image below) with educational videos by topic in both English and Spanish, and included specific resources for small business deposit accounts. STBB also satisfied regulatory requirements by including a “Day Zero” email sent within 2 minutes of account opening, outlining the type of account opened and providing next steps.

My Role:

  • Owned all content and deployment of the program for consumer and small business new accounts

  • Developed educational videos and tools for use in STBB communications, selecting topics, writing scripts and locating talent

  • Served as deposit new account SME on broader projects, including preparation for executive interviews and consultation on television spot content

  • Mitigated risk by ensuring “Day Zero” (opening email) and “Day One” (account confirmation) trigger campaigns ran each day, providing swift remediation if there were deployment delays or issues

  • Used STBB campaign as a test-and-learn opportunity, continuously leveraging data and Voice of the Customer records to evaluate effectiveness and identify new topics of interest to customers

*Note: Steps To Better Banking has been renamed since my tenure at Wells Fargo ended in 2018

Image of the consumer deposit Steps To Better Banking landing page

Rachel Harris
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