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.

Case S-Business: Effectivity to the new business sales with electronic signature

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Distance selling, at its best, is an efficient and fast way to sell and market products and services. This style of sales has anyway its challenges and uncertanties: puchase decision has to happen on the phone or Internet never meeting the service provider.

When the barriers are passed trough, the end customer is at the point that he wants the product or service. There are times when for example spoken contract is accepted and papery documents are not needed. However written contract brings reliability and in some industries it is absolutely necessary.

Yet, it is such a shame if the written contract complicates the buying process and brings unnecessary effort to the buyer. Typically the reason for this are papery documents that must be signed and sent back to the service provider. The deal is not closed before this, even though the end customer has said yes long ago. It probably doesn??t come as a suriprise that there are cases that the deal is never closed ??  The buyer has forgotten to return the signed document and the interest that was raised on the phone has faded.


S-Business provides a new corporate card that is accepted  at over 1 600 S Group??s  outlets. Paying with S-Business corporate card the companies?? employees don??t need to save receipts  anymore?? All the purchases are invoiced once a month and invoice includes all data needed for accounting.


??Originally our paper forms were found at S Group??s outlets. Our customers were also able to fill in the form on our web site and order it in papery form to be signed and sent back to S Business.?, tells Niko Sinervä, CEO of S-Business corporate.

??About half ot the ordered application was never sent back. In our call center telemarketers were actively contacting representatives of companys so the potential new customers would get information about the card and were directed to order the corporate card. Active sales didn??t always either lead to the point that the representative would have printed out, signed and sent the application back to S Business. ??

??In S-Business, we wanted to find new ways to ease our application process and reduce end customers?? effort as well. Signom??s Electronic Signature Service and Web -forms have been an important part of this development. Today over 90% of our applications are signed online. Call centers have also been able to use the Web -form when closing deals on the phone because the end customer can sign the application straight after the phone call. At the moment we have over 11 000 corporate customers and I see that Signom??s service has a significant role in our new business sales.?, states Niko Sinervä.

You can order S-Business corporate card from here!


Does your company have a great product or service but the ordering process causes unnecessary effort for the end customer and complicates the sales process?

We will gladly discuss about the options to ease your company??s processes.



Signom Oy, Sales

+358 50 555 1405