From digital advertising to the customership – Immediately

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Digitalization of marketing and advertising has changed today??s buying procedures.
Customers (both consumer and corporate) search information more and more online, which leads to decision making in Internet, by looking up products and services and comparing them with each other. In addition to companies?? own web sites, digital marketing campaigns support sales by bringing information of new products and services to the potential buyers.

People notice digital advertisement, interest towards products or services rises and the potential customer wants to order the product or take the service into use – Immediately.

Especially in consumer business, transactions can be confirmed with strong authentication methods or just paying with a credit card.
However, depending on a type of business, industry, service or customership, the strong authentication is not enough and closing of the transaction requires wider scale of steps. At this point the automatic and electronic process typically turns into manual and paper-based.

Companies?? policies vary, but there are also similarities: The end customer prints out the form, he fills it in and signs the order or application and sends it to the company. When the company has received the application there might be necessary verifications such as the right of representation or credit rating that are manually verified in company back office. After this the document will be scanned back to the electronic form and it is saved to the company??s information systems.



Fortunately, things can be done differently

St1 Ltd uses the Signom electronic signature service for thousands of consumer and business customers’ fuel card application signatures.

??It is really important for St1 to provide fast and easy solutions for our customers. The main reason to start using Signom Web -forms was to enable smooth and user-friendly fuel card application process for our customers and for St1 as well.? Says Linda Pihl, who has been working as a Team Leader of St1 card services and been developing St1??s digital processes.

??Combination of Web forms and our digital marketing campaigns has brought us continuous application stream. Instead of redirecting customers from a digital add to print out the application, the customer can fill it in and send it electronically straight from our web site. Besides online advertisement, our sales team has been able to use Web forms as an efficient tool.? Linda Pihl states.

??We also see that automatic verification of the right of representation has an important role in the process since it has cut off our manual work with verifying the applications and new customers.?


So it??s safe to say that electronic purchasing process doesn??t have to stall at the critical moment. Instead, it is possible to provide the process effortless and quick for the end customers and keep it electronic all the way from drawing the attention to the new customership coming true.