1.
DIGITALJOURNEY
ROI NOW
PRESENTS
LIVEEXECUTIVEWEBINAR SERIES
August- October2022
StandardBank Shyft
BoostingDigitalJourney Conversion
PART 1
31AUGUST2022

2.
Welcome to our webinar!
ARNO VAN HELDEN
Co-Founder & Head of Shyft,
Standard Bank
MICHAEL RENZON
Co-Founder & CEO,
inQuba

3.
Standard Bank Shyft: an introduction
The Home of Global
Citizens
Shyft is the money app that gives you more
for less, 24/7. Buy forex instantly anytime,
anywhere, and at the best rates, and invest
in the top U.S. stocks and ETFs directly
from your phone.

4.
inQuba: an introduction
inQuba Customer Journey Management
Customer
acquisition
Customer
conversion
Customer
experience
Customer retention
Cross/up sell
Customer insight
Services & channel
adoption
Customer journey
optimisation

5.
Business challenges & program objective
PROGRAM OBJECTIVES:
• Ready Standard Bank Shyft for ATL Marketing drive
• Optimize Marketing Ad Spend
• Discover customers’ real digital journeys and
drop-off points
• Understand reasons for unsuccessful sign-ups
• Improve the Customer Experience
• Increase onboarding rate!
• Flexibility in adding additional journeys
• Rapid Systemic Test/Control, Insights/Intervention
environment
• Customer Journey Management tool to support a
multi-disciplinary Team
?
?
Successful
onboarding

6.
!
!
Sign up
Idle (user registered)
SUCCESSFUL
ONBOARDING
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Discover real journeys
Using existing data from multiple sources
(customer and transactional data) the actual
customer journeys, drop-offs and goals were
exposed.
A single view of every customer was also
established.
1

7.
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Measure value delivery
Customers’ feedback was gathered at each step of their
journey in order to understand their emotional context and
the obstacles they were facing.
Most issues related to ID scanning and submission, process
confusion, and users needing more information.
SUCCESSFUL
ONBOARDING
2

8.
SUCCESSFUL
ONBOARDING
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Measure value delivery
Customers’ feedback was gathered at each step of their
journey in order to understand their emotional context and
the obstacles they were facing.
Most issues related to ID scanning and submission, process
confusion, and users needing more information.
Customerfeedback
IDscanning& submission
Functional Economic
Experience
Symbolic
“Theprocessisconfusing.”
This week
“I’mstrugglingto scanthedocuments.”
“Greatapp!Submissionsnot easyeasythough.”
“Notsureaboutthefeatures– needsomehelp”
Online registration
Functional
Functional
Functional
Functional
Symbolic
Last30days
2

9.
SUCCESSFUL
ONBOARDING
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Goal & drop-off analysis
The why behind the customer behaviour was uncovered by
analysing goal achievement across optimal and sub-optimal
journey paths.
Actual journeys were also overlayed with emotional journeys.
Optimal & sub-optimalpaths
Optimaljourney path
Sign-up
2257
Registration
1651
Docsubmission
1402
6days 4days
Sub-optimaljourney path
Sign-up
2351
Idle
408
IDvalidation
356
14days 6days
Idle
150
10days
Journeybyvolume Journeybyspeed
1402/5003 28%
+/- 10days
for completion
150/5003 3%
+/- 30days
for completion
3

10.
SUCCESSFUL
ONBOARDING
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Goal & drop-off analysis
Top drop-off points were found to be idle registrants, ID scan
and ID validation.
Top reasons for drop-offs were complicated processes and a
lack of information on how to progress.
Whyare customersdroppingoff?
2
Topdrop offpoints Volume PotentialCLV
Displayby
Idle(user registered) ID scan ID submission ID validation Callcentrequery
Goals
1
Goal:
Onboarding
Customers: 1025
Createcohort
49%
Dropoff
2475/ 5003
29%
1476/ 5003
Goalcomplete
22%
Inprogress
1100/ 5003
Last30days
3

11.
SUCCESSFUL
ONBOARDING
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Journey1
Sign-up(app) >Registration (app) >Idle (userregistered)
Close
Create Engagement
Create target audiencefilter
Create list
Add newjourney
Customerinsights
X
Create engagement
Design intervention
strategies
Interventions were designed to guide customers towards
their goals. Hyper-personalised digital nudges & real-time
human interventions were implemented to guide customer
behaviour and orchestrate journeys for success.
4

12.
SUCCESSFUL
ONBOARDING
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
Engage
Idle (userregistered)
Engagement name:*
Registered / idle
Target audience filter name: *
Registered / HNW
Rule set name: *
Currentcustomers
Futurecustomers
Createengagement
Createa rule
Path interval value: Path interval period:
Cancel
Design intervention
strategies
Interventions were designed to guide customers towards
their goals. Hyper-personalised digital nudges & real-time
human interventions were implemented to guide customer
behaviour and orchestrate journeys for success.
4

13.
SUCCESSFUL
ONBOARDING
!
!
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
!
Registration (after sign up)
NUDGE 1
Value communication
NUDGE 2
Assistance
communication
NUDGE 3
Speak to consultant
(invitation)
Dear Megan
Did you know that there are no fees
for your first 3 months of forex
trading!
Please reply to this message if you
need any assistance?
Thank you
Today, 14:30
Shyft
Dear Thembi
You’re a step closer to conveniently
trading forex!
Are you having some trouble
submitting your scanned ID? Please
check out this step-by-step for
guidance. Or reply…
Getshyft.co.za/docsubmission
Today, 15:30
Shyft
Hi Dave
It looks like you may need some help
with document submission. If so,
reply with YES and I’ll give you a
quick call.
Thanks,
Chris
Today, 16:30
Chris @ Shyft
Design intervention
strategies
Interventions were designed to guide customers towards
their goals. Hyper-personalised digital nudges & real-time
human interventions were implemented to guide customer
behaviour and orchestrate journeys for success.
4

14.
Hello Lebogang
We noticed that it took multiple attempts to scan your ID. Please tell us what happened?
This will help us improve the Shyft experience for all our customers.
Please click here to give us feedback.
Hello Eben
We noticed that you haven't finished the activation process yet on Shyft! To complete your
onboarding, simply log into the app and click “Get Started”. It will take less than 3 minutes to
complete.
We will contact you if you haven’t managed to complete the process.
Select an option:
I need an agent to help me
I already completed the process
I don’t need assistance
Hello Thandi
We noticed that it took some time to complete the Shyft App onboarding process.
Please tell us why? This will help us improve the Shyft experience for all other customers.
Please click here to give us feedback.
Contextual nudges

15.
SUCCESSFUL
ONBOARDING
Sign up
Idle (user registered)
ID validation
Shyft
onboarding
ID scanning
Registration (after sign up)
Review & optimise
Repeat the process by reviewing the impact of strategies
& further optimising ideal journeys, leading customers to
their goals & boosting conversion
Customerinsights:are my interventionseffective?
Documentsubmissionprompt
Name:
Omni-channelprompt to submitoutstanding
docs
Descript:
Newcustomers,highnet worth
Cohort:
Valuecommunication
Name:
Communicatebenefits to newcustomersnot
activated
Descript:
Newcustomers,querysubmitted
Cohort:
60
50
40
30
20
0
Jan Feb Mar Apr May Jun Jul Aug Sep
Date
Percentage
Controlgroup Test group 50
40
30
20
10
0
Aug Sep Oct Nov Dec Jan Feb Mar Apr
Date
Percentage
Controlgroup Test group
5

16.
STANDARD BANK
SHYFT
RESULTS

17.
Failed
login Sign up
started
Password
created
User
registered
User
onboarded
User onboarded –
Good experience
User
registered - idle User
login
ID
validation
started
ID validation
started - idle
ID validation
started – do this later
ID
scanned
ID scanned - idle
Residential address
details provided
Source of income details
provided
Residential address
details provided - idle
PIP Declaration
submitted
PIP Declaration
submitted - idle
60 - 70% of customers who started the journey were successfully registered
with around 50 - 60% successfully onboarded.
31% were DKYC customers and
69% were existing SB customers.
Standard Bank Shyft Journey Overview
View Period: 08 March to 08 August
69%
(Volume)
SB Customers
31%
(Volume)
DKYC Customers
34,09
0
Total volume customers
tracked

18.
Customer Progress Blockers
Failed
login Sign up
started
Password
created
User
registered
User
onboarded
User onboarded –
Good experience
User
registered - idle User
login
ID
validation
started
ID validation
started - idle
ID validation
started – do this later
ID
scanned
ID scanned - idle
Residential address
details provided
Source of income details
provided
Residential address
details provided - idle
PIP Declaration
submitted
PIP Declaration
submitted - idle
! ! !
! !
Sign-up to
Register
!
ID Validation
and scanning
!
Residential
address provided
(optional?)
!
Going Idle after
PIP Declaration
submitted (TBC)
!

19.
Sign-up to Register
Top 6 paths, representing 43% of total customer
traffic
Potentially significant drop-off between
Sign-up Started and User Registered
!
Failed
login Sign up
started
Password
created
User
registered
User
onboarded
User onboarded –
Good experience
User
registered - idle User
login
ID
validation
started
ID validation
started - idle
ID validation
started – do this later
ID
scanned
ID scanned - idle
Residential address
details provided
Source of income details
provided
Residential address
details provided - idle
PIP Declaration
submitted
PIP Declaration
submitted - idle
Sign up
started
Password
created
User
registered
User
onboarded
User
registered - idle
69%
(Volume)
SB Customers
31%
(Volume)
DKYC
Customers
34,09
0
Total volume
customers
tracked

20.
! !
Failed
login Sign up
started
Password
created
User
registered
User
onboarded
User onboarded –
Good experience
User
registered - idle User
login
ID
validation
started
ID validation
started - idle
ID validation
started – do this later
ID
scanned
ID scanned - idle
Source of income details
provided
Residential address
details provided - idle
PIP Declaration
submitted
PIP Declaration
submitted - idle
Residential address
details provided
ID
validation
started ID validation
started – do this later
Residential address
details provided
ID
scanned
ID scanned - idle
ID validation
started - idle
ID Scanning
Issues around scanning and validating the
customer’s ID is a significant progress blocker
High volumes of customers got stuck in a loop while
trying to scan their ID document

21.
Residential Address
Customers are attempting to provide residential address
details multiple times, which does cause some drop-off
The frustration this may cause customers is the primary
concern
!
Failed
login Sign up
started
Password
created
User
registered
User
onboarded
User onboarded –
Good experience
User
registered - idle User
login
ID
validation
started
ID validation
started - idle
ID validation
started – do this later
ID
scanned
ID scanned - idle
Residential address
details provided
Source of income details
provided
Residential address
details provided - idle
PIP Declaration
submitted
PIP Declaration
submitted - idle
Residential address
details provided
ID
scanned
Source of income details
provided
Residential address
details provided - idle

22.
PIP Declaration
Indication that customers may be going idle while
waiting to be onboarded (TBC)
!
Failed
login Sign up
started
Password
created
User
registered
User
onboarded
User onboarded –
Good experience
User
registered - idle User
login
ID
validation
started
ID validation
started - idle
ID validation
started – do this later
ID
scanned
ID scanned - idle
Residential address
details provided
Source of income details
provided
Residential address
details provided - idle
PIP Declaration
submitted
PIP Declaration
submitted - idle
User
onboarded
Residential address
details provided
PIP Declaration
submitted
PIP Declaration
submitted - idle
Source of income details
provided

23.
Program results
34% Customer onboarding
61% Customers going idle during registration
No. of customers achieving onboarding over time
12 May 22 01 June 22
28 April 22
Live with email channel
150
100
50
0
Control
Test
Customer conversion
By introducing interventions such
as personalised engagements and
proactive Case Management at
identified drop-off points,
onboarding conversion was
increased by 34%!

24.
Program results
Journey discovery
Identified the actual customer
journey and the 4 main points
of customer drop off on the
Shyft onboarding journey.
Customer satisfaction
We saw a 5% increase in
satisfaction amongst the
customers who were
successfully onboarded.
Customer engagement
There was an increase in
engagement with the app. This
was seen in the more-than-
halving of the number of
customers in an idle state.
Customer insight
The discovery that 39% of
customers needed help during
onboarding when engaged, and
what the main reasons were.

25.
STANDARD
BANK
SHYFT
NEXT STEPS

26.
Next steps
Following the successful Onboarding Journey, the next steps are to deploy the Global
Onboarding Journey and 3-4 more journeys over the course of the next 12 months with a
standard Operating Rhythm:
Global onboarding
journey
The global onboarding
journey will be deployed
as the next journey. This
will provide an omni-
channel view and
capability for Shyft
onboarding
1 Operating Rhythm
Operating Rhythm cycle as follows:
• Go-live
• Analyze journey results
• Design & implement engagements / nudges
• Allow to run for 2–4-week period
• Refine engagements / nudges
• Repeat
2

27.
How digital executives aredrivinghard
revenue metrics &great experiences at
every step of the customer journey
DIGITALJOURNEY
ROI NOW
PRESENTS
LIVEEXECUTIVEWEBINAR SERIES
August- October2022
#inQubaJourneyROI
WEBINAR 1
31 August2022
14:00 SAST
Boosting Conversion Within Digital Journeys (StandardBank)
DiscoverhowStandardBankShyftimprovesexperiences&onboardingconversionthroughdeepcustomerinsights&
orchestration
WEBINAR 2
28 September2022
14:00 SAST
Building Customer Loyalty Through Brand-Infused Journeys (Sanlam)
DiscoverhowSanlamdriveslong-termloyaltythroughoutthejourney& equipsmembersto grow theirretirementthrough
additionalproducts
WEBINAR 3
26 October2022
14:00 SAST
TBC
THANK YOU!