Paying Your Bill

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    23-Jan-2015

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Paying Your Bill Should Not Be An Obstacle Course: The experiential case for simple bill payment.

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<ul><li> 1. Paying Your Bill Should Not Be An Obstacle Course The experiential case for simple bill payment. Ravi Singh, User Experience Architect</li></ul> <p> 2. The mutual agreement Reliably render a service or product that lives up to its promise Always pay for that product or service in full and on-time Business Customer And everybody stays happy 3. A real world customer experience </p> <ul><li>Go buy a refrigerator </li></ul> <ul><li>A friendly salesmangreets and offersto help you </li></ul> <ul><li>Many optionsare given to you with no restriction </li></ul> <ul><li>You can touch, prod andplay with the product </li></ul> <ul><li>You canask questions and get answers </li></ul> <ul><li>Product features areclearly labeled(including cost) </li></ul> <ul><li>You canpay many ways , including not at all: </li></ul> <ul><li><ul><li>Cash, Credit, Check, Debit or Financing (ex: 12 month, no interest) </li></ul></li></ul> <ul><li>At point of purchase: </li></ul> <ul><li><ul><li>You can provide coupons or be given a promotionaldiscount </li></ul></li></ul> <ul><li><ul><li>Other features, products or warranties may beupsold </li></ul></li></ul> <ul><li><ul><li>You may Register for special offers and a store credit card </li></ul></li></ul> <ul><li>The focus of the experience is onownership </li></ul> <ul><li>The store willeliminate all barriers to conversion </li></ul> <ul><li>A salesperson willthank youand encourage you to return </li></ul> <p> 4. Good experiences off-line </p> <ul><li>There are fundamentals to good retail experiences, whether at Starbucks, Target, Apple or elsewhere: </li></ul> <ul><li>Good service with a human touch </li></ul> <ul><li>Relevant and good quality products </li></ul> <ul><li>Easy shopping, store navigation and selection </li></ul> <ul><li>Help available when needed </li></ul> <ul><li>Flexible and painless transactions </li></ul> <ul><li>Comfort through return policies or warranties </li></ul> <p> 5. Incongruent experiences online </p> <ul><li>Online commerce regularly falls short of good experience: </li></ul> <ul><li>Requirement to register before transacting </li></ul> <ul><li>Lack of human touch(forms, errors, copy, imagery) </li></ul> <ul><li>Limitations on payment methods </li></ul> <ul><li>Inflexibility in data entry(date, phone, names, passwords) </li></ul> <ul><li>Difficult navigation and too many steps </li></ul> <ul><li>Poor recovery from errors, no help when needed </li></ul> <ul><li>Inconsistency across retailers </li></ul> <ul><li>Too many hard sells and requirements on customers(required registration, paperless or autopay signup) </li></ul> <p> 6. The broken agreement Reliably render a service or product that lives up to its promise Always pay for that product or service in full and on-time Business Customer If a customer has a bad experience,nobodys happy Even if a business offers something great 7. Consequences of bad customer experience </p> <ul><li>The risks are great: </li></ul> <ul><li>Fewer transactions begun online </li></ul> <ul><li>More shopping carts abandoned </li></ul> <ul><li>Less inclination to self-serve online </li></ul> <ul><li>No word of mouth referrals </li></ul> <ul><li>Bad reviews and lost prospects </li></ul> <ul><li>Fewer return customers </li></ul> <ul><li>Lost shareholder value </li></ul> <p> 8. Online Payment </p> <ul><li>Heres a standard process for paying a bill online, from the customer view: </li></ul> <p> 9. Online Payment pain points </p> <ul><li>Even with a logical process, customers experience numerouspain points : </li></ul> <p>Do I know the URL? Is it on my bill? Should I use Google? I dont see Pay Your Bill anywhere on the homepage I dont have my account number. Too many steps.I dont want to register. 10. Online Payment pain points </p> <ul><li>Even with a logical process, customers experience numerous pain points: </li></ul> <p>Too difficult to properly enter data.What about Pay Pal? My online bill doesnt match my invoice.Why is this a pdf? Cant remember my password or username. I want a simpler password. 11. Online Payment pain points </p> <ul><li>Even with a logical process, customers experience numerous pain points: </li></ul> <p>What is a nickname?I dont feel secure saving my financial info. Why does the amount due still appear on my dashboard? No Thank you? I hope this is easier next time. 12. How can we improve bill payment? </p> <ul><li>Have a clear point of entry for bill pay on the homepage. </li></ul> <ul><li>Eliminate the requirement to register. </li></ul> <ul><li>Allow for any possible payment method. </li></ul> <ul><li>Make the steps simple with few opportunities for errors. </li></ul> <ul><li>At the end of guest payment, push express registration when customer is most willing. </li></ul> <p> 13. Why so many incomplete registrations? </p> <ul><li>Customers dont register because: </li></ul> <ul><li><ul><li>They dont want to bother , since other options are available (phone, in person, by mail, or through a third party or bank). </li></ul></li></ul> <ul><li><ul><li>They dont have time(including error recovery, number of fields and steps it make take as long as bill payment) </li></ul></li></ul> <ul><li><ul><li>They dont have the required information on-hand. </li></ul></li></ul> <ul><li><ul><li>They dont want to enter and save personal information onlineif they can avoid it. </li></ul></li></ul> <ul><li><ul><li>They see it as an extra stepto the task they came to complete. </li></ul></li></ul> <ul><li><ul><li>They dont perceive the required account as a convenience. </li></ul></li></ul> <ul><li><ul><li>They are simply exercising free willto avoid creating yet another account on another website.</li></ul></li></ul> <ul><li>At one retail energy provider website, only 40% of people who began registration completed it. </li></ul> <ul><li>Bottom line:Registration is a barrier to entry and should be optional. </li></ul> <p> 14. Simple Guest Payment Flow Homepage Pay Bill Options Guest Payment View Bill and Pay Verify Payment Confirmation and Next Steps Pay Your Bill Logon and Pay Register Now Just Pay Now Account Number ( Look up ) Personal Identification Email Address Continue Current Balance: $XX.XX Pay this amount: $______ Card/Bank details Continue Almost done Review all info Submit Payment Confirmation Receipt Register your account now: Setup username/password Agree to terms 15. Honor the agreement Reliably render a service or product that lives up to its promise Always pay for that product or service in full and on-time Business Customer businesses need to take more responsibility for making the exchange easier for customers. Beyond just providing a product or service </p>